Posts tagged with 'support and maintenance'

The other S&M: why ‘support and maintenance’ matters

The trick to a successful creative concept is keeping it going once the honeymoon period is over.

Anyone who’s worked at an agency – or with an agency – will know the visceral thrill of being close to a fresh idea. The spark of inspiration; the impassioned atmosphere of the pitch; the reciprocated glory of a well-received campaign.

But there’s a boring, unsexy, and nevertheless universal truth behind every fruitful project: in-between the fertile seed of intent and the lush paradise of achievement, there’s a hell of a lot of gardening that needs doing.