CREATIVE STRATEGY
More Effective Creative for Teva and Syneron 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? 55 | HS&M DECEMBER 2017/JANUARY 2018
