Sitting next to me is a new colleague whose screensaver says: "Onward Buttercup, there's f**kery to spread" - it's accompanied by a picture of a squirrel riding a horse. That's what it's like for a designer working with someone from advertising. 1 can probably forget about persuading him to use the agency corporate Screensaver. But work with him I must, because even if all my agency's brand design and packaging ideas are brilliant, it's my avowed belief that that's no longer enough. We must now find ideas that unify and inform every expression of our clients' brands. And that means working with the squirrels.
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