Beautiful week ahead ughhhhhhhhhhhh

HOW BERNBACH RE-INVENTED ADVERTISING davetrott.co.uk/2023/05/how-be…

It's overcast today which means it will be -41° in the office.

Slack getting cheeky

It's actually hotter ugh

Be afraid of the account person who is afraid of the client.

Nothing like a creative brief disguised as a project brief...

Our healthcare system in the US is broken. A good friend of mine and client was turned away from receiving treatment for an emergency because of....wait for it...insurance. FFS

Advertising agency if it were a scene in Harry Potter: AE: We need a campaign. Me: Do we have anything to go on what's the main messaging? AE: Dunno. Me: Is there any research? AE: Dunno. Me: Is there a reason to believe? Me: So we don't have anything to go on.

The best account people know when to be a filter and when to be a fighter.

The problem a brief needs to solve is how to make your *message* interesting. So skip the funny wordplay and punchy action words. Be direct and purposeful.

Creative shortcut for ideas that are ON BRIEF: Simplify what you want to say. Don't craft it, just write down the point in 3-5 words, plain as you can: - Nissan Leaf. Drive further - Adidas. Run faster - Safeway. Spend less Now go concept ideas that say *just that one thing*.

Just because the client wants to see it doesn’t mean you have to show it. Instead of trying something you know won’t work, try building a relationship that does.