did this paper push our industry?
is there an insight?
is there a leap in creative and strategic thinking that we’re envious of?
was the work famous?
was it great, effective work?
was it a compelling story that we’re proud of?
click was an idea that could have only happened by thinking different about planning.
the start point is not the brief. the start proint has to be in the npd process
in the mating game, guys are competitive. the game doesn’t have to end with getting the girl
click was not an advertising idea. it combined the product and the communications idea in a way that could not be separated
the clicker was a brilliantly simple piece of communication
can we please have more papers next year so we don’t have another axe grand prix winner?