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Implosion by Andy Law

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7

THE CREATIVE

DUO IS A

FOURSOME.

PLUS ONE.

At last, the big moment has come ... the chapter that made this book worth writing (and reading as well, if it was the number four that won you over).

I’m not the only one who says that the creative duo is no longer enough. You can see it everywhere – in books by advertising theorists and in declarations by international gurus of the profession. Sometimes you can even see it in the comments of our managers and creative directors. Many times in her recent book Teressa Iezzi quotes Benjamin Palmer, the outstanding creative person at Crispin Porter + Bogusky, who repeatedly emphasizes how the art director and copywriter duo is no longer enough. He even goes so far as to say: “We won’t get very far ...

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