Who Should Create Your Catalog? (1,113 words)

Rule 4: Have a clear understanding of who will be managing the project from the creative company.

Rule 5: Develop a detailed time schedule that everyone agrees to and signs-off on.

My Fingerhut Days

While heading the creative staff for Fingerhut in the early '80s, I was responsible for the launch of a new catalog which was very upscale. . .dramatically different from Fingerhut's more downscale positioning. The internal creative team begged to have the opportunity to produce the catalog. My great concern was that Fingerhut's creative concept was so very well-honed and formula-driven that any new catalog would look too much like it. (We kiddingly referred to the formula as "creating by the numbers.")