Draft: Hold creatives accountable and client will succeed

04/20/2007 | NYTimes.com

Good creative must be rooted in research that helps drive consumer behavior and in the process meet the client's goals, according to Howard Draft, chairman and chief executive of Interpublic Group's DraftFCB. "Every agency has to become fully accountable for its work, every day, on a real-time basis," Draft told an audience at an industry conference.

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