The difference between a great agency and a good one--or a great creative team and a good one--is not what they can make, it's what they can sell. It has long been my contention that 90% of the people in this business can create One Show-level work. But only 10% of the people in this business can sell it. Bob Hoffman, CEO of Hoffman/Lewis, has been exploring the reasons why. He blames meetings that take on …
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