VIEWPOINT - David North

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Communique PR account director David North believes that PR agencies and clients alike need to revolutionise the way they generate creative ideas.

In this week's ViewPoint for PRWeek North says developing creative ideas is one of the most ‘fulfilling' aspects of PR - and one in which agencies take the most pride.

But North also accepts that it can be ‘tough' to come up with good ideas regularly. ‘What happens,' he asks, ‘when we have no thoughts for the day?' He argues that clients and agencies need to be aware of the ‘barriers to creativity' - such as fear of humiliation after suggesting outlandish ideas, lack of time and preconceptions of a brand.

‘Why don't PR agencies give clients a hand in writing the brief? Why don't clients take part in the agency brainstorm?' he asks.

Do you agree with David? Email and we'll publish your views online or on the letters page.

Click here for the WMP version of this week's ViewPoint (PC)

Alternatively, click here for the QuickTime® version (Mac)

In association with Radio Lynx CONTENT T 020 7349 2020


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