Simon Veksner: “But it’s not ownable”
December 22 2014, 11:52 am | | No Comments
By Simon Veksner
Creative Partner, DDB Sydney
One of the most common criticisms we Creatives get thrown is that an idea we’ve had is “not ownable.”
And that’s a very hard bomb to defuse.
Obviously an idea should be ownable, shouldn’t it? So, oh dear, it looks like we’ve failed, and we’ll have to start again. Bad creative.
Unless… could it be that this criticism is completely bullshit? READ ON…