From our Readers - Stick with your best creative ideas

It is good to see creativity rated so highly in 'Why clients will choose your agency' (Feature, 24 April), but I would urge agencies not to be put off from selling an idea they may happen to have 'on the shelf'.

Some of the best ideas in PR fell at the first fence for a whole host of reasons, not least of which is that many clients find it very difficult to buy a truly original idea. I can point to a famous incident within the advertising arena. Carling's well-loved campaign 'I bet he drinks Carling Black Label' was first presented to the Milk Marketing Board.

Nick Fitzherbert, training and communication consultant


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