Poor Creative Executions Are More a Matter of Structure Than

Multiple Choice

Poor creative executions are more a matter of structure than talent according to John Sweeney, a former creative director. He offered all of the following pieces of advice as strategies to ensure good creative work EXCEPT:

A) insist promotional messages are varied
B) expect creative staff to try new ideas
C) reward ideas consistent with the advertising vision
D) allow flexibility for creative ideas to unfold