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Saturday, May 3, 2008

Evaluating advertising concepts

Companies ask advertising agencies to think up ideas for new ads for the company's product(s). The company reviews these ideas and decides which ones to produce and put on TV. This is a very challenging process: the left-brain people at a left-brain company judge right-&-left-brain ideas from right-brain people at a right-brain company. It's a delicate dance, difficult to do well and prone to flawed judgment and friction. This proposal outlines my best ideas for how to choreograph a brilliant dance--proposal for Grupo Cuauhtémoc Moctezuma, a major Mexican brewery based in Monterrey.