August 14, 2007
120% Percent
We’re a huge fan of Scamp’s Tuesday Tips and this week’s is no exception. Inspired by Andrew Fraser, Executive Creative Director of Rapier:
“I once showed an idea to Andrew - I think it was a print ad for The Guardian - and what he said was: “Yes, it’s fine, it’s good, it works.”
But his tone of voice was a ‘no’.
I asked what the problem was.
He replied: “Your idea has to be 120%, to survive the weakening.”
You’ll have to visit Scamp for the diagram.
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