Strategy

There’s a famous quote, attributed to Truman Capote: “That’s not writing, that’s typing.” He was talking about the prose of Jack Kerouac, but the same could be said about marketing that is created without a well-considered strategy at its core. That is why I provide my clients with the tools and guidance needed to ensure their strategies are bulletproof. Yes, that is right, strategies, plural. To maximize success, it’s essential to have a set of complementary strategies that nest together at different levels –– providing a roadmap for the specific communication being created, as well as at the product, campaign and brand level.

To that end, I have worked with clients to ensure that their creative and strategic briefs are set up to help ensure that creative teams are able to do their best possible work.

The single greatest factor contributing to off-the-mark creative is the lack of a common understanding of the strategic objectives – an understanding of what success means that is shared by everyone from the CFO to the Copywriter.

When it all comes together, the results are profound. To discuss how to ensure your strategy is fully synched to your messaging and creative, contact me.

Case Studies

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

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…+

From the Blog

Advertising’s First Commandment? Thou Shalt Not Be Creepy

Advertising’s First Commandment? Thou Shalt Not Be Creepy

Okay, so David Ogilvy never said this, but if he had lived to see the spot below, he just might have: Unless you are flat-out trying to attract creeps, you should avoid any possibility that your advertising will be viewed as creepy. Are you listening eHarmony? If you haven’t seen this one yet, prepare for…+

McDonalds and KFC. A tale of two fast fooders.

McDonalds and KFC. A tale of two fast fooders.

Recently my attention landed on a couple of spots for two of America’s greatest exports: McDonalds and KFC. These two creative executions come from two different worlds, and are about as distinct as any two commercials you might imagine. So, the inevitable question is … Who did it better? One of these spots works well…+

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…+