Decision by committee needs to be scrapped. Group decisions are becoming more and more common in business, but when it comes to advertising, the result is often a very costly and public mess.
When the consensus of a large number of people has to be reached, the most likely outcome is predictable and safe work. “They sit there in committees day after day, and they each put in a color and it comes out grey.”
Allan Sherman, American writer and television producer.
Excerpt from: How To Make Better Advertising And Advertising Better by Vic Polinghorne and Andy Palmer