TelevisionFalling through the cracks
New Language for the New Medium of TV > Essays > Falling through the cracks
We need to regain our status as experts with advice to sell as well as a product to make. Clients need this expertise and we should charge for it in order to serve them better, rather than pursue a dinosaur’s agenda because it is the only way we can make a buck. Helen Calcraft explains…
“One of our many errors is that we are failing to address what could be a really successful sector of advertisers – those clients whom I think of as in the middle ground.” - Helen Calcraft
