Most Benefits are Bullshit
Plenty of creative briefs have a features and benefits section where we fall in love with product features that our consumer could not give a gold-plated cow crap about. We think they’re benefits...
Love and the Career VIP Section
Imagine a career VIP pass. One that gets work of a higher calibre. You have some trophies in your office. You go to the really good industry parties and travel to award shows in exotic locations...
The Immortal Creative Platform
One of the most cringy phrases in advertising is often posed as a question. “Does it have legs? Ugh. It’s just…so...cliche. What I hate most about that phrase is… it’s an incredibly good question...
Want better work? Ban the “and”
Some things are great together. Gin and tonic. Peanut butter and chocolate. Puppies and puppies. But like cognac, ideas are better unadulterated. Know this, the best way to pour soy sauce...
How to Tell the Truth
Here’s a question. In this digital world where we are all soaking in consumer data, why is advertising still full of shit? I used to work at an agency that was pretty dysfunctional. There was never a shortage of yelling...
Your Body as Creative Director
You can’t cry, laugh, get startled, be afraid, angry, sad, or otherwise without feeling it in your body. I’d like to suggest that every creative brief has a section on it that asks, “how do we want the audience to feel?”...
Black Eye Friday
As of last week, the “fact” that Amazon inflates its prices ahead of Black Friday to make their deals look “deal like” is part of the public consciousness. And with growing momentum, everything else is a rip-off too. This according to the...
The Dopamine Dealers
Dopamine is involved in reward-seeking and motivation. It's often called the "feel-good" hormone because it's released after pleasurable experiences, which can make you want to repeat those experiences...
The Abominable Snowman
Why this is the perfect time to cure customer pain points. There are lessons to be learned from the Rudolf the Red Nosed Reindeer – the 1964 TV special version with the Abominable Snowman, Hermey...