Computer Arts - - Special Report -


Un­der­tak­ing a full re­brand across mul­ti­ple chan­nels in­clud­ing web, print and dis­play showed how well the bal­ance be­tween cre­ative and ac­counts teams works at Lon­don-based agency Spin. “It is crit­i­cal for the ac­counts and cre­ative side of the busi­ness to have the same am­bi­tion for the stu­dio or pro­ject’s out­put,” says MD Pa­tri­cia Fine­gan. “If the re­la­tion­ship is not good then the de­sign team can feel the pres­sure of cost and time, which in­hibits cre­ative out­put. On the other side, if the de­sign team is not mind­ful of the im­por­tance of work­ing ef­fi­ciently with some re­spon­si­bil­ity to the bud­get then it’s very dif­fi­cult to run a sol­vent cre­ative busi­ness.”

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