Design Team or Creative Team? Why Semantics Matter.

Design Team or Creative Team? Why Semantics Matter.

What do you call yourself?

Throughout my entire career, I’ve always identified myself as part of a Creative Team. Recently, though, I’ve changed my thinking and now see myself as contributing to the efforts of a Design Team, and here’s the main reason why:

Creative Teams create assets. Design Teams design solutions.

And, as creative as any asset may be, it’s just window-dressing if it’s not part of a bigger, deeper, overall marketing strategy that is actually solving a problem.

Not just the client’s problem, but, most important of all, the consumer or end-users problem.

And that’s why I’ve changed my tune. What about you?

Case Studies

Case Study: 35% Response Rate

Case Study: 35% Response Rate

How do you get a 35% response rate on direct mail? (How about 40%?) I was showing some of my past work to a prospective client the other day, and I happened to pull out a dimensional mailing we did years ago for Nordstrom … the one that got nearly 40% response when it was…+

AdWatch: Apple, Maya Angelou and The Human Family

AdWatch: Apple, Maya Angelou and The Human Family

What do you say when you are a global brand? What do you say when your products are practically ubiquitous … shorthand for an entire class of technology? What do you’ve when your champions and critics have said nearly everything that could be said? You let a poet speak. You let a poet speak not…+

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We need to talk about those people in the Chevy ads …

We need to talk about those people in the Chevy ads …

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4 things you can do RIGHT NOW to improve your creative process

4 things you can do RIGHT NOW to improve your creative process

If I had a time machine and could go back to visit the younger me, I believe he would be bewildered and dismayed by my later-in-life embrace of process. He’d rail at me at how creative people – you know, the really creative people – won’t let themselves be restrained by a set process. He’d…+