The clients are in a different space today. They don’t want to take risks. They want to see the advertising campaign before it is shot. It’s not like 10 years ago. That’s finished. You have to bring the clients so many references. So everyone’s work is referenced. There is not one picture that is new, let me tell you this. And the clients don’t want a new picture.
When you go into a meeting and people put millions of dollars on the table, they want to know what they’re getting. The lighting, the color of the carpeting. The one who wins is the one who executes those boards to perfection.
-Fabien Baron, one of the most successful art directors, with clients that include Calvin Klein, Dior and Chloé summing up the state of affairs in fashion advertising today. (via)
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