ON A ROLL
Shari Bell four months ago became creative director at Minneapolis-based Gage Marketing Group. Though Gage in only three years has grown to 1,500 staffers, Ms. Bell often enlists free-lancers. Her style: mingling breakthrough creative with aggressive business strategy.
Goal: Establishing a top-notch pool of outside "creative partners" to rely upon for ongoing client needs.
Challenge: Create arresting in-store advertising.
Prediction: Internet-based marketing will miss many senior citizens and women.
Tip: It's not enough simply to be creative. You have to think in terms of business strategy in all creative efforts.
Pet peeve: Clients unwilling to depart from the path and take creative risks.