Creative Development

Have you ever compared a TV spot or magazine advertisement with direct mail, or with a brochure for the same product, and thought that they looked nothing alike? As though the creators of the one had nothing to do with the other? This could well be the case. At large agencies senior talent routinely shuffle off the print works to lesser salaried folk in “below the line” abodes, while they sashay off to whatever is likely to win them (and the agency) fame and riches. At The Q Group, the people who create one part of the campaign create the others. And it shows. Tells, too, in the real world of results, not just awards (though we do have plenty of those, too).