Recently a colleague of mine referred to Hollywood as “the place where creativity goes to die.” I think that any art director or copywriter who has sat through a particularly brutal creative review would say that there are times when this criticism can be leveled at all forms of advertising, as well. I have come [...]
Archive for the ‘marketing’ Category
Everybody SAYS, “I love breakthrough creative.”
April 20, 2010
When Did Copy Stop Being Creative?
April 10, 2010
People who think that color and design are the truly creative elements of advertising are half right.
How Many USPs Do You See?
March 12, 2010
I had been working as a copywriter for a good 10 years before anyone introduced me to the concept of the Unique Selling Proposition. Perhaps I missed it because I studied English literature and Theatre in college rather than Advertising. Or perhaps it was because nobody had bothered to talk about it before then. But [...]
