APPROACH
APPROACH
THEORY IS JUST THAT. You won't get a treatise on creativity, an esoterically-labelled flow diagram or a pictorial guide to peeling the brand onion from me. You will get strategic thinking and creativity that always keeps the business objective in mind. I don't consider what I do as art, but it is artful.
I DO BELIEVE...
THE MESSAGE IS NOT THE MEDIUM: IT'S IDEAS THAT MATTER
It's not just how you target people, it's what you say that counts. Whether that's in a tweet, a TV ad or at an event in a polythene tent, the most important thing is the strength of the core idea. A good one should work in all media.
It's not just how you target people, it's what you say that counts. Whether that's in a tweet, a TV ad or at an event in a polythene tent, the most important thing is the strength of the core idea. A good one should work in all media.
GOOD IDEAS ARE ONLY HALF THE BATTLE
A good idea, badly executed, suddenly looks like a bad idea. Doing ideas justice takes time (but not too much: it's best to avoid extended periods of fussy fiddling).
A good idea, badly executed, suddenly looks like a bad idea. Doing ideas justice takes time (but not too much: it's best to avoid extended periods of fussy fiddling).
CREATIVE INSIGHTS ARE OFTEN STRATEGIC
Thinking about how best to say something can lead to a better thing to say. That doesn't mean disagreeing with the brief, but it can mean offering an alternative way in.
Thinking about how best to say something can lead to a better thing to say. That doesn't mean disagreeing with the brief, but it can mean offering an alternative way in.
A FRESH HEAD CAN BE AS GOOD AS AN OLD HAND
Insisting on experience in a particular thing is understandable. However, whatever the brief, the creative process is the same - and fresh eyes can have new perspectives.
Insisting on experience in a particular thing is understandable. However, whatever the brief, the creative process is the same - and fresh eyes can have new perspectives.
THERE WILL ALWAYS BE A BETTER IDEA OUT THERE
All anyone can do is their best in the time available. It's nice to originate the 'best' idea. It's professional to admit if someone has had a better one and be happy work on it.
All anyone can do is their best in the time available. It's nice to originate the 'best' idea. It's professional to admit if someone has had a better one and be happy work on it.
SOMETIMES YOU HAVE TO KILL BABIES
Even ideas that are universally loved at first can get revised to death. Taking an idea off the table may be awkward, but it's always less embarrassing than serving up a turkey.
Even ideas that are universally loved at first can get revised to death. Taking an idea off the table may be awkward, but it's always less embarrassing than serving up a turkey.
I SOLEMNLY SWEAR...
...that I will never knowingly present any end line, tag line, strap line or slogan that sounds like it came straight out of The Big Book of End Lines*
This includes any lines that begin with , "The art of...", When it comes to..." and "There is an easier way to..." and the phrases:"Designed for life" (isn't everything?) and "Built without compromise" (Invariably a lie).
Nor shall I resort to describing to describing any product as being a 'Solution' (e.g. a tooth brush an 'Oral Hygiene Solution' or using 'Cranial Comfort Solution' as the description of a woolly hat). So help me Trott.
*The Big Book of End Lines is a comprehensive compendium of all the clichéd, hackneyed and cheesy end lines ever written. Currently in its umpteenth edition, it exists only in the collective consciousness and is not available in any bookshops.
...that I will never knowingly present any end line, tag line, strap line or slogan that sounds like it came straight out of The Big Book of End Lines*
This includes any lines that begin with , "The art of...", When it comes to..." and "There is an easier way to..." and the phrases:"Designed for life" (isn't everything?) and "Built without compromise" (Invariably a lie).
Nor shall I resort to describing to describing any product as being a 'Solution' (e.g. a tooth brush an 'Oral Hygiene Solution' or using 'Cranial Comfort Solution' as the description of a woolly hat). So help me Trott.
*The Big Book of End Lines is a comprehensive compendium of all the clichéd, hackneyed and cheesy end lines ever written. Currently in its umpteenth edition, it exists only in the collective consciousness and is not available in any bookshops.
