More Effective Creative for Teva and
By Stephen Neale, Senior Vice President, Executive Creative Director, AbelsonTaylor
Over the years I’ve read many industry articles in which creative directors (and
clients) evaluate what they consider to be great work. Not just attractive or
interesting, but creative that truly works. What I’ve always wanted to see is how
that work came to be. How did the idea begin? How did it grow and develop?
Who strategy was involved?