210: Emerging Talent Series continued
Hubbard School of Journalism and Mass Communications student Alex Chrislu joins us today. She graduates in May and as you’ll soon discover, she explodes with enthusiasm and confidence. And it’s not hard to picture her in a senior leadership role in a short time. Henry Gomez and I revel in meeting young talent like Alex. […]
209: Why do agencies rewrite the brief?
Henry Gomez and I return with a Nuts ‘n Bolts episode. Today we share with you a paper written in 2010. It’s authored by Merry Baskin, a member of the World Advertising Research Center (WARC). And she writes on writing the agency brief. As Henry points out, this is the topic that triggered a debate […]
208: Whither “Get, to, by”?
Uri Baruchin joins Henry Gomez and me for the final segment of our conversation about frameworks. And today we tackle a brief construct designed to simplify and clarify. Yet too often practitioners flub it. Why? Uri tells us. But he’s just getting warmed up. What is the biggest cost of AI? You’ve heard many pundits […]
207: Why brand frameworks fail
Our friend Uri Baruchin returns for a two-part conversation. When he joined Henry Gomez and me three weeks ago, we simply ran out of time. It happens. Today, we asked him to expand on a thought: why have brand platforms failed? It’s a master class in strategy. Part 2 is next week.
206: Appreciated Branding by Reid Holmes
Henry Gomez and I welcome back our friend Reid Holmes. And together, we celebrate the publication of his book Appreciated Branding. It’s an enlightening and provocative examination of how to make mature brands, in Reid’s words, “irreplaceable.” His prescriptions for brands, according to reviewers, are timely and humane. We begin our chat with a little […]
205: Adeola Mosanya, Creatives Accountant
We work hard as creatives, strategists and brand advocates. So when it comes to organizing our finances and paying taxes, how many of us are as buttoned-up with the numbers as we are with ideas? This week, we thought we’d pause for a moment and talk dollars and sense. And introduce you to a numbers […]
204: Uri Baruchin, strategy philosopher
Thanks to our friend and a former guest, Baiba Matisone, Henry Gomez and I introduce you to Uri Baruchin. Uri is a consulting strategist in London with more than 20 years of agency and brand experience under his belt. And he has more than a few things to say about our industry as he looks […]
203: Two UK ad students talk shop
With special thanks to our friend Marc Lewis, dean of the venerable SCA in London, we present Louie Scott (AD) and Giorgia La Vecchia (CW). Marc recommended both these young people who are deep into SCA’s portfolio development classes. Louie’s path appears like a long and winding road. Giorgia thought she found a creative outlet in […]
202: The perils of agency search
Our friend Vivek Kuchibhotla returns to talk about the challenges brands face when they search for a new ad agency. He’s a veteran of Leo Burnett, where he worked on Proctor & Gamble, first in Venezuela, then Hong Kong, finally in Chicago. He was then put to work on the global MacDonald’s business. Vivek is […]
201: Howard’s Single-Minded Proposition webinar
Henry Gomez chats me up today about my latest training, a 90-minute webinar on writing the Single-Minded Proposition. It’s one week from today, Wednesay, January 15. Today, I give you highlights of the webinar’s take-aways. The training consists of 60 minutes of insights into real SMPs on real briefs, plus 30 minutes of discussion and […]
