Simon Veksner: There is no Year 2
May 20 2013, 11:16 am | | No Comments
By Simon Veksner, head of ideas, Naked Communications Australia
On being presented with a piece of work, clients, suits and planners are inordinately fond of asking us to “demonstrate that it’s a big idea.”
For this we have to prepare multiple executions, in multiple media… and above all, “show us how it would work in year 2, year 3 and year 5.” But in reality, Year 2 never comes.