Leadership

External agencies. Internal teams. Contractors. Freelancers. In the past you might have leveraged one or maybe two of those options, and had a relatively neat and clean answer to your creative resource question.

Now you’re probably under the gun to get more done with less. That makes it more important than ever to understand the value that each of those options can provide … and to have a leader who can help you orchestrate and coordinate their efforts to maximum effectiveness.

As someone who has led external agency teams, internal agency teams, contractors and freelancers, I have developed the understanding of what each of these resources can do best and how to get the best work from each.

From developing a tweet deck all the way to launching an interruptive new product, I have the hands-on experience that enables me to guide you and your performers around the typical pitfalls of the creative process.

What I have found is, no matter how busy and ambitious your marketing calendar is, it’s not the work that undoes your best-laid plans … it’s the rework. Here’s how I help you minimize the deadline-busting, hair-pulling, stomach-churning reboots and restarts that crush the soul of your creatives just as surely as they push your patience into the frustration zone:

• Ensure that your creative and strategic briefs are designed to get the best work from your creative performers.

• Take a holistic and specific look at your processes, to make sure they deliver the right solution as efficiently as possible.

• Speak the language of researchers, strategists and creatives alike to enlist everyone in the conversation.

• Coach and nurture your internal talent to develop the next generation of creative and strategic leaders.

To learn more about how my philosophy leads to results, please contact me.

Case Studies

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…+

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…+

From the Blog

Introducing the 7 Stages of Consumer Skepticism

Introducing the 7 Stages of Consumer Skepticism

You’ve heard me say it before. Regardless of the channel you choose for your communications, your messaging must cut through the clutter … or it IS the clutter. Okay, so that might seem straight from the Captain Obvious playbook. But you’d be amazed by how many marketers these days think the medium IS the message.…+

UPDATE: Who holds the Championship Belt for worst tagline?

UPDATE: Who holds the Championship Belt for worst tagline?

A little while ago I ranted a bit about what I felt to be some offensively bad copywriting (see below). Recently I heard a line just as head scratching. Now, it was on a podcast, so there’s a good chance it wasn’t written by a professional copywriter … which, right there, shows again the dangers…+

A Misfire for Kindle

A Misfire for Kindle

I spent an atypical amount of time in front of the tube this weekend, and as a result, saw the relatively new Kindle Fire spot probably a dozen times. It’s from this campaign: I THINK the message Amazon folks were looking to deliver was “Look at how committed we are to customer service. It’s built…+