Category: marketing
Top 10 bad reasons to fire a client
We've all had bad clients. Some are just annoying and some are abusive and deserve to be fired. Here's a list that may help you tell the difference. 1) They're plain stupid. If they don't get it or don't understand what you're trying to explain to them maybe it's your…
Ten things I never thought I’d learn as a copywriter
One of the great things about being an advertising creative is that you get to learn something new everyday. It's often something about a client's business that's far afield of one's normal interest. It could be something mundane like an arcane law that governs a business or a manufacturing process,…
The General Specific. An ode to generalists everywhere.
It used to be an agency professional was expected to be a generalist in the specifics of marketing and advertising. It was understood that it’s impossible for a creative, AE or media planner to know everything about everything. Sure, you better know media buying, strategy and creative but no one…
Why your advertising sucks part 9 – you’re bogged down in the technology
Back in the 50s, cutting edge advertising was inspired by science and research. Agencies like Ted Bates studied consumer behavior and attempted to manipulate consumers consumers into buying products with science rather than inspiring them thoughtful communication. Fortunately Bill Bernbach and the creative revolution came along and showed us a…
Why your advertising sucks part 7. You forgot why you hired your agency.
Some people who get divorced from or break up with a lover often talk about how they forgot why they ever got involved with their special someone in the first place. Or they just wonder what happened to the love. As if it was a magical thing that came and…
Personal time. Sometimes you have to take some from social media too.
It's been a few weeks since I posted here and for good reason. But this really isn't the time or place to talk about it. (If you're my Facebook friend and you know me personally, you already know why I haven't posted.) I've written here before about the need to…
Are we in a post-branding world?
Economic pressure has created a situation where marketers are asking for immediate results before they ask for perceived luxuries like brand recognition. Clients are demanding metrics that connect marketing to sales. Metrics for things like brand recognition are tough to tie to concrete things like sales and thus to ROI.…
Why your advertising sucks part 6. You’re scared you might offend someone.
Ever met someone who never takes sides. Never makes a clear decision. Always wants the group to decide so he doesn't run the risk of making anyone upset. You probably called this person wishy washy, indecisive or maybe even weak. And never a leader. Now imagine this person is your…
What the hell inspires me? Actually, you can.
As a writer and creative person, inspiration is something I’m supposed to know a lot about. I shouldn’t need your help, because I’m inspired to write witty, interesting things all the time, right? Certainly I’ve got a direct line to the muse? Unfortunately, there’s no bat phone for writers. Article…
Are “digital” creatives the future for traditional shops?
There's been a lot of discussion lately about what the future's creative department should look like and who it should be headed by. Do traditional shops need to get rid of their old guard and make way for leaders and practitioners steeped in the traditions of the digital shops? Surely…
