Always assume no one wants to hear what your ad has to say, then give them a reason to.
A logo is not a mandatory. Being on strategy, speaking in the brand’s voice and intriguing consumers are mandatories.
A brand doesn’t need a unique position in the market as much as a unique position in consumers’ minds.
If your copy requires italics, your copy requires rewriting.
“What are we trying to say with this ad” should be asked before writing the brief. Not two minutes before showing the client.
Most people don’t have enough time to interact with their kids, let alone your brand. Respect that.
In our hunt for novelty, we forget that great advertising is so rarely seen that consumers already consider it novel.
You should always focus group creative, assuming your goal is creative that satisfies 30 people.
When judging an ad internally, react like a consumer first and analyze it to death later. Like after it runs.
Few things guarantee failure faster than the “safe” option.
The better the work, the shorter the presentation.
Copy & design create an ad’s internal rhythm. Even if they can’t describe it, consumers know when the beat is off.
I love clients who know the difference between input and a mandate.
Just because everyone (ad folks) is doing it doesn’t mean anyone (consumers) actually likes it.
The biggest waste of time & money in most agencies is the inability to make a decision. Lead yourselves. Lead your clients.
An ad discussing negative things does not a negative ad make. E.g., every problem-solution ad ever run.
Sometimes the best visual solution is a well-written line.
It’s not that consumers have short attention spans. It’s that we give them so little of interest to look at.
No one remembers an ad they never see.
Consumers never complain about ads being too smart.
“But some people won’t get this” is one of the first signs your ad might actually work.
“Did you consider trying this?” No, we’re good enough to reject it without wasting time trying it. Your CFO will thank us.
Don’t confuse a simple execution with a simple message. The former is optional; the latter, mandatory.
Nothing kills a bad product faster than great advertising.
Hope you like that straw dog because the client just approved it.
The consumer will never hear that two-hour campaign rationale you gave to the client. Work lives or dies on on its own merits.
Clients are consumers, too. They just need to be reminded.
Always read your copy out loud to ensure it sounds like the brand and not the brand manager.
Your ad begins as an interruption. Make paying attention to it feel like a reward.
A technique or look is no substitute for substance.
Few things break my heart like seeing a brilliant idea poorly executed. Always sweat the details.
Most products don’t actually have a USP. That’s why *we* exist.
Body copy gets read when headlines do their job.
TV spots are short. If you can’t hold folks’ attention for 20 secs before revealing the brand, find another line of work.