![Until Until Management Team: [From Left to right] co-founder and creative director: Charles Lusengo, chief executive officer (CEO): Thithi Nteta and co-founder and event strategist: Thulani Dandala](https://biz-file.com/c/2506/776585-64x64.jpg?3)
Until Until's Thithi Nteta on leveraging youth culture
Karabo Ledwaba
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Who decides if a creative idea is brilliant? Surely it's up to the consumer?
A number of leaders in advertsing judge various ads and determine which ads deserve awards. But, shouldn't the figures count?
How well is the product selling due to the ad in question? Has the ad caused the product to sell awesomely well? Too often, the one director will love a specific ad whilst another director will find the same ad pitiful. I think the real proof that an ad works is when an ad actually sells!
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