Breaking - The Agency Code
Breaking the Agency Code - in other words what does the Agency really think!
What they Say What they Mean
Strategically Sound Boring Ad
Well branded Very boring Ad
An idea so simple Extremely boring Ad!
The product as hero is old hat We think the product’s crap
We think that X (a well known personality)
says so much about the brand The product really is crap
It blew their minds in research Consumers also think the
product is crap
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