Column: "Brand creativity" up to marketers

03/26/2007 | Advertising Age (tiered subscription model)

It's one thing for an internally dynamic marketer like Nike to employ a strategy where it consults with a mix of shops to further its new- and old-media goals, but such a multipronged approach isn't for every marketer, according to Teressa Iezzi, editor of Creativity magazine and AdCritic.com. "It's the marketers who need to look within and make sure they are philosophically and financially committed to brand creativity," she writes.

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