I still think a worldwide marketing services group could work. It brings something very different than integrated agencies that started with advertising.

252

The idea that the brand essence can come from anywhere brought a lot of energy to us. It made advertising a practice, not the be-all and end-all, and it gave credibility to our strategic planning people as more than tacticians.

190

It has opened our minds to see work internationally, and helped give us a sense of our own intellectual, creative worth. It helped us grow up.

119

If we're reduced to being tacticians, we'll never be able to build brands. We need to get to a higher point, like with the CEO. But it's tough to find heroes willing to say 'I believe in long-term brands' and stay the course.

104