Early in my career, I felt it was a young copywriters’ obligation to take the occasional two- and three-hour lunch outside the agency walls. I’d brown bag a lunch, grab a pad and pen, and head for Central Park, or over by the UN overlooking the East River, the steps…
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In an article from today’s New York Times , Steve Jobs makes one of the simplest, strongest cases for not testing creative I’ve seen in a long time. When asked what consumer and market research Apple does to guide the development of new products, Jobs replied: “None. It isn’t the…
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Here are 8 ideas—plus a bonus idea in the “Silent” paragraph—that will help our creative be more successful: Argue More: I love a good creative argument. I love the passion of a small team of people succinctly and professionally tearing ideas up and punching holes in every possible direction, seeing…
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