và Richard Truth trực thuộc Kirshenbaum, Lies và quảng cáo: Nghệ thuật của Kế hoạch Tài khoản, Jon thép Hey, Whipple, Bóp này Hướng dẫn Tạo Quảng Cáo Đại, Luke Sullivan Ăn Big Fish: Làm thế nào | 14 Tales of a Left-Brain Right-Brain Thinker Worldwide. It hadn t been on my list of things to do but it was 1997 and I had this passionate belief that we were living in an incredibly interesting and exciting time. How could anyone deny that The explosion of the Internet the impact of the digital revolution globalization and the idea that we are all living within one degree of separation the deregulation and privatization of state-owned media and industries consolidation in virtually every industry . all of it spelled enormous opportunity. I guess I m still in the enthusiasm business. My French partner chairman and CEO of Havas Alain de Pouzilhac told me Bob we need you to lead Euro RSCG and make it a truly global network . . . and you have a white card. I thought for a moment and understood carte blanche. I played that card early and often in an attempt to communicate better faster. We were now a broad-based global services company of more than 10 000 people worldwide with divisions for advertising direct marketing interactive public relations and promotions. This platform of agencies could become the launching pad in a major way for what we had been experimenting with at MVBMS years earlier. On a much broader scale we could make clients part of the strategic process. And we had the resources to execute creative ideas in any form in any media anywhere in the world. We began to hold managers meetings every 100 days to get people talking and to reinforce that vision. We invited creative thinkers to join us. One was Thomas Krens director of the Guggenheim Museum. He had a completely radical concept of museums and had brilliantly applied breakthrough creative thinking to that world. It added fuel to a concept that was beginning to gel in my own left-brain right-brain mind that of harnessing creativity to direct business strategy not just communication strategy. Creative Business Ideas were just a few meetings away. The penny was about to drop. Chapter 2 Creative .
