Product details

The new owner and chief executive officer of Arnold Advertising, a relatively small regional agency, aims to build it into Arnold Communications - a much larger, stronger firm competing successfully for national accounts. As part of this growth strategy, the agency develops a process for identifying the ''brand essence'' of a client''s product and using the essence to guide the development of all creative work on the client''s campaign. In most cases, the approach appears to be successful at winning new business. Questions arise, however, about the effectiveness of the process for guiding the ongoing creative development and implementation of advertising campaigns.