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TV Commercials: How to Make Them by Ivan Cury

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3 Agency

 

 

The codfish lays ten thousand eggs, The homely hen lays one. The codfish never cackles To tell you what she's done. And so we scorn the codfish While the humble hen we prize, Which only goes to show you That it pays to advertise.

Anonymous

 

On the negative side: This quote from an anonymous creative director:

… every agency does wonderful work that ends up in the wastebasket, because, one, the account guy doesn't know how to sell it. And the agency doesn't know how to sell it. And the creative guys don't get a chance to go and sell it, or they're not very good at selling … And then it gets bastardized and changed and vanilla-ized, and pretty soon …

There's no single template that describes the way agencies and production companies ...

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