E80: A conversation with Charlotte Mair, founder/managing director, The Fitting Room
Airs August 24, 2022 Henry Gomez and I welcome Charlotte Mair, named by Ad Age as one of the Leading Women Europe 2021. She is the founder and managing director of her own cultural marketing agency, The Fitting Room. Charlotte’s story will resonate with American viewers. She started with virtually nothing in her bank account, […]
E79: A conversation with Giles Edwards, co-founder of Gasp!
Airs August 17, 2022 Henry Gomez and I welcome Giles Edwards from the UK, creative director and co-founder of Gasp! Giles is also the host of a podcast called Call To Action. Giles interviews creative talent on his podcast, but today, he’s our guest. He discusses his beginnings, the challenges of starting his own agency, […]
E78: Classics Creative Review
Airs August 10, 2022 Our ongoing series of Classics Creative Reviews continues this week with some, well, classics. Henry and I begin our Classics review with a 1983 spot for the Yellow Pages by Abbot Mead Vicar in the UK. Next up is a Dancer Fitzgerald Sample classic for Wendy’s called Where’s the beef? Remember […]
E77: Why do marketers hate marketing?
Airs August 3, 2022 Two thought pieces caught our attention this week. The first is by John Long titled “What’s with all the advertising leaders hating on advertising?” The other is by our friend George Tannenbaum called “Ding-Dongs of Doom” on his blog. Each essay has its own argument, but Henry Gomez and I found […]
E74: Creative Review—2022 Cannes Winners
Airs July 13, 2022 Week Two of Cannes 2022, Henry Gomez’s (http://www.henrylouisgomez.com) continuing adventures. This week, he and I review four Cannes winners. They are: “Super Human,” Grand Prix winner, Film by 4Creative London/Somesuch London. “Detectives” for Apple, Gold Lion, Film, by O Positive LLC Santa Monica, CA. “Liquid Billboard” for Adidas, Grand Prix, Outdoor, […]
Why the “one-sentence creative brief” is a false idol.
Who writes a one-sentence creative brief? More to the point, who wants a one-sentence creative brief? I don’t. I doubt creatives want one. Not truly. Oh, I’ve read a few comments on LinkedIn promoting a one-sentence creative brief, pleading for such a creature. But has anyone ever actually read one, worked from one or possessed […]
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 […]
Creative Brief Secret Sauce: Take a break
An Old School idea that remains timeless: How to come up with an idea. It’s as relevant to creative brief writers as it is to any creative person.
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.
