In the end, everything is connected and the more connections you make the more interesting your work will become.
Advertising is most successful when it seeks to increase penetration, not loyalty.
Sometimes consumers want to save the planet; other times they want to selfishly show their discerning taste through ‘status’ symbols or buying an outrageous luxury brand.
The best briefs are when the creative team leaves the brief meeting with ideas already in their head.
If your brief is boring, or leaves the creative team with more questions than answers, or worst, demotivated, then your creative brief was a failure.
Include just enough information to spark creativity- you should be able to accomplish this in one page.
Bullshit has become such a powerful weapon that it’s hard for us to stop ourselves from using it.
We use it on consumers.
We use it on our clients.
And we are now bullshitting ourselves.