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Key Insights:
- More time and space to pitch ideas has led to more creativity and risk-taking.
- It’s better to be controversial and memorable than safe and forgettable.
The J.M. Smucker Company admits that some of its past advertising hasn’t been all that great. Maybe even a bit boring. Too many agencies working independently of each other made the process slow, the costs bloated and the resulting campaigns so bland that the public hardly seemed to notice.
“Our creative was safe, vanilla and not breaking through,” said Geoff Tanner, Smucker’s chief marketing and commercial officer.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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