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I was also struck by the clarity of Coudal's questions, and found them in an interview with Jim Coudal for the project "Life in Perpetual Beta": http://www.schneiderism.com/life-in-perpetual-beta/

Good stuff here.

This reminds me a little bit of the "songbook" that Trumpet -- an innovative ad agency in New Orleans -- put together to formalize its identity, core principles, vision, etc. They also use it to inform prospective hires and clients about the organization (that's how I found it).

To me, that amount of transparency is necessary to get and stay on top. It helps people to get to know the agency and believe in the work they produce.


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