Primary Research Yields Better Creative Concepts

The mantra for many creatives is, “think like the target audience.” For too many agencies, it becomes guessing what the target audience finds important ...

We Fall or Rise on How We Keep Clients’ Customers

That buzz you hear—a constant rumbling burr of white noise that we’re so accustomed to, we take it ...

Marketing people toss around the kinds of terminology that make the average “consumer” just plan anti-advertising. Some terms we’ve heard a lot lately are “customer ecosystem”; “customer experience”; and ...

If you are looking for a good team workshop experience, consider a seminar on account planning. It  is about as timely a subject as can be found in relation to ...

It took a million years for man’s instincts to develop. It will take millions more for them to even vary. A communicator must be concerned with unchanging man, with ...

When account planning first originated in the latter part of the 20th Century, it was a revolutionary new recipe for delectably blending research and creative. It was intended to (as ...

Three key qualities characterize the successful campaigns I’ve worked on over the years.

Relevance, Empathy and Value… REV

Relevance. Barring unusual skills, you won’t have much luck selling ...

The debate rages on… should design be a tool of marketing and sales, or should it pursue purer, more aesthetic goals? As agency creatives from way back, we have to ...