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

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…+

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…+

From the Blog

George Costanza on … Giving Feedback

George Costanza on … Giving Feedback

UPDATED: May 2, 2017 There’s a question that I get asked, over and over, usually by Account Executives and other strategy folks. They’re nice people, and they want to be accommodating AND they want to make sure they are getting the most out of their creative partners. So they ask, quite nicely (and rightly) “What’s…+

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…+

What’s Wrong With the New KFC Campaign?

What’s Wrong With the New KFC Campaign?

So, what’s wrong with the new KFC campaign? The one that reintroduces a chicken-crazed world to one of its its foremost harbingers, The Colonel, Harlan Sanders. Before answering that question, let’s take a look at the problem this advertising is looking to address. KFC, like its fast-food pioneering cousin McDonald’s, has been seeing sales go…+