Freelance Art Director, Julien Hérrison has +7 years experience helping brands portray their unique selling proposition and distinguish themselves from their competitors. (more…)

Art Director for Y&R and author of ‘C’est Qui les Créas?,’ Gregory Ferembach has +6 years experience helping clients find the right idea to make advertising, print, digital and/or advertising campaigns. (more…)

Depth of character is absolutely counterintuitive for brands, which usually champion one or two attributes and miss out on chances to humanize themselves and captivate consumers.

Don’t automatically take what people say at face value. People change their minds a lot.

Also situations and research changes people’s perspectives all the time.

Listen to what people say, but trust yourself to do a good job and go with your gut, then find a balance.

Everything comes from your brief. The quality of your campaign is directly reflected in the quality of your brief.

Vague and imprecise briefs cost brands and agencies precious time and money in the idea brainstorming phase, and the final advertisement will probably not be something that everyone involved is happy with.