CONCEPT: Kill the closest snake

CONCEPT: Kill the closest snake

Pennant designed by Scott Naauao and printed by Oxford Pennant. There are always numerous things vying for our attention. The problem is figuring out how to deal with all of them. Use this technique to help you prioritize and not feel so overwhelmed. 1. Write a list...
Brand journalism

Brand journalism

The concept of “brand journalism” has been around since 2004 when McDonald’s introduced it as a part of their turnaround plan at an Advertising Age conference. A major criticism of the term is that journalism is intended to be non-biased. Because it is...
EXERCISE: Bumps ahead

EXERCISE: Bumps ahead

No project goes perfectly smoothly all the time. So it’s better to be prepared for issues beforehand and plan accordingly. Use this basic model for any major project. Outline a timeline of your project or campaign. Identify at least 5 points where things could go...
I’m looking for ideas

I’m looking for ideas

If you work in new business for an ad agency, design firm, social media consultancy, etc., I’m sure you’ve come across a prospect that contacts you and says, “I’m looking for new ideas on marketing my business.” They’ve been running the same print ads for the past 10...
CONCEPT: Mise En Place Marketing

CONCEPT: Mise En Place Marketing

Think about how long it takes you to cook a meal from start to finish. Even “30 minute meals” usually end up taking nearly an hour, in actual practice. Imagine cooking 10 to 100 various dishes at the same time and you have to get it out in less than half an hour...