PSI:NY-Property Scene Investigation

It's no coincidence some of the best properties are a joy to work on for both the suits and creatives involved in bringing them to market. When the two groups understand each other's motivations, it tends to end up with a commercially viable and creatively excellent product. And the thing proving to be the genesis of the next round of really hot properties is the teams that are willing to work in lockstep, where the creatives can do a deal and the suits understand the nature of storytelling. A wily marketing campaign might help pull the wool over the children's eyes temporarily, but it won't build a brand.
By
June 1, 2006

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