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    The Sweetest Spot

    September 12, 2016

    In the 21st century advertising arena, prospects all seem to have one thing in common: they’re constantly telling agencies to focus on their “sweet spot” when it comes to pitching. Instead of trying to “do it all,” agencies are being told that they’d be much more attractive to potential advertisers based on something they offer […]

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    Project Work…Bring it ON!

    September 12, 2016

    It’s no secret that the advertising industry is currently in the throes of transformation. The ANA, in collaboration with the 4As, recently published a joint task force guidance paper on the particularly touchy subject of project reviews. Full disclosure: I was part of that task force. In the “good old days,” a lot of work […]

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    Four Walls or No Walls

    September 12, 2016

    Just a few short years ago, a new CMO for a big national brand we were handling sat down with my ECD and me for an introductory meeting. Right away, the client asked a question that, while simple, really gave me pause: “Do you believe that the best creative for my brand can only come from within your four walls.” It was a […]

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