by Jerry D’Ascoli, creative consultant, art director, search and rescue. See his work at jerrydascoli.com Strategy We’ve grown to hate the word, creativity’s kiss of

by Jean-Francois Fournon, Creative Director, Shem’s Publicite, Casablanca, Morocco I like American people. They don’t intellectualize things. They keep it simple. And advertising has to

A quick refresher: If the Unique Selling Proposition (USP), or a single-minded proposition, is neither unique nor single-minded, you’re enduring a poorly written creative brief.

Last time I talked about how you can spot a lame effort on the part of a brief writer by checking out the Proposition. If

(As if there were only three!) This subject came up in a Skype conversation I had recently with a new friend and colleague, Jean-Francois Fournon,

In the ideal world, no creative brief would be written without one very important piece of information. The strategy. In fact, most creative-brief templates include

I know what you’re thinking: You forgot the preposition “for” at the end of your headline. Am I right? Yup, that’s what I thought. But

In an earlier post, I asked and answered the question, “How do you know when you’ve written an inspired creative brief?” I have another thought