The one meeting that should always be “standing room only.”
This meeting should raise expectations. This meeting should crackle with electricity. This meeting should always be standing room only. I speak of a regular gathering in both ad agencies and on the client side. A meeting that typically produces yawns and low attendance. Exactly the opposite of what a healthy, thriving brand should inspire. Which […]
Every brief should be written in first-person singular.
Turn the creative brief into a letter from your customer to the brand. The results are startling.
How to break the first rule of advertising
On July 19, the folks at Faktory, an ad agency in Utah, published a thought-piece on Medium.com. I liked it so much, I posted a link to my LinkedIn page. I still like it. A lot. The premise is elegant and simple: If you want people to not only remember your communication, but to break what […]
To tell an authentic brand story, write an inspired creative brief.
In 1989, I was a copywriter for a small business-to-business advertising agency in Milwaukee. Two facts stand out about this job. The first is that the shop did not use a creative brief. The document was not part of its day-to-day operations. I fixed that. The second relates to one of its bigger clients, an […]
