Creative director/copywriter Emmy award winner/loser. Specializes in public health advertising. Work: https://teapawt.org/t.co/NLRGEl5D5V
Phoenix, Arizona
Joined September 2020
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I am Frank retweeted
Just because the client wants to see it doesn’t mean you have to show it. Instead of trying something you know won’t work, try building a relationship that does.
I am Frank retweeted
Creative shortcut for ideas that are ON BRIEF:
Simplify what you want to say. Don't craft it, just write down the point in 3-5 words, plain as you can:
- Nissan Leaf. Drive further
- Adidas. Run faster
- Safeway. Spend less
Now go concept ideas that say *just that one thing*.
I am Frank retweeted
The problem a brief needs to solve is how to make your *message* interesting.
So skip the funny wordplay and punchy action words.
Be direct and purposeful.
Advertising agency if it were a scene in Harry Potter:
AE: We need a campaign.
Me: Do we have anything to go on what's the main messaging?
AE: Dunno. Me: Is there any research?
AE: Dunno. Me: Is there a reason to believe?
Me: So we don't have anything to go on.
Presentation tip:
When presenting remember: Your audience does not want to be there–especially in a new business pitch. Make it worth their while to take time out of their say to listen to you. The presenters of all time are stand comedians. They are master storytellers.
PS. I was giving a talk about AI and made a comment that I asked it if I could call it "Skip." I said it replied with "I am an AI program and do not feel comfortable with a human name" I said, "What if I insist?" It said, "Yes, OK."
Our healthcare system in the US is broken. A good friend of mine and client was turned away from receiving treatment for an emergency because of....wait for it...insurance.
FFS
