No. 3, says Jim Stengel, is results, measured from sales, brand and people.
No. 4 is creative, a blend of left-brained clients and right-brained agencies.
He says P&G would not
have gotten Advertiser of the Year at Cannes this year had they not put together the right blend of creative from both sides of the brain.
Quoting from Daniel Pink's "Whole New Mind," he
summarizes the author "gets it."