Two of the most damning words creatives can use to critique another’s work is “first thought”… in other words, the brief reflected straight back on the page.
The phrase may have been invented for this work on behalf of IMB.
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never overestimate the degree of financial literacy among the general population
it is appalling and requires that financial services advertising is as simple as possible. Clever never cuts it
the key takeaway of this for the average consumer is that they get more of their own money when banking with IMB
that’s a major achievement, however uninspiring the idea may be viewed ‘creatively’
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