30 Seconds of Nonsense: Overcoming Brand Parity

I just discovered  the writings of Paul Feldwick formerly of DDB,  who is widely recognized as an authority on how advertising works. A couple of things he writes really hit home. In a piece titled Exploding the Message Myth, Feldwick expounds upon the trouble with parity — it can be hard to buy something bad these days, and…

What’s in the Fridge? Insights?

“True wit is nature to advantage dress’d, What oft was thought but ne’er so well express’d.” …Or so said Alexander Pope. This is why I sometimes spend days looking in people’s medicine cabinets and refrigerators. We value insight so much in advertising — as we should — but it’s not so much about seeing what’s there,…

Digital vs Traditional — Enough Already!

Love this Edward Boches post on the battle between traditional and digital and what gets lost in the process. Boches says: “My suggestion is that if digital agencies and traditional agencies continue fighting over the idea versus the platform they’re wasting words and energy.” Amen, brotha! With all of our testing we supposedly “know” if…

How the CIA can Inform our Creative Briefs

So every agency is constantly toying with their creative briefs, trying to find just the right fit for their strategic ethos and agency culture. Well, I knew the CIA was good for something — and think I’ve found it. The Phoenix Checklist is a set of questions developed by the CIA to enable their agents and operatives to think…