On thinking small
For decades advertising has put all its faith in the single ‘big idea’ but now that the cost of failure has been reduced, it’s time to scale down and spread your bets, argues Goodby Silverstein’s Gareth Kay…
For decades advertising has put all its faith in the single ‘big idea’ but now that the cost of failure has been reduced, it’s time to scale down and spread your bets, argues Goodby Silverstein’s Gareth Kay…