Bring the Brief
This might seem like a small point to post about, but I think it's important. When you go to a meeting to present creative, bring the strategic brief along. Ideally, you should set up your work using the brief, but at least have it with you. Inevitably, the creative director, or account person or the CLIENT will ask to be reminded what the net takeaway on th

In Memoriam
We don't usually post industry news on this blog. But it's a sad day in advertising.

Elevator Pitch, Part 3: Your Book
You need your own elevator pitch. In fact, you're probably working on it right now. It's called "your book."I can't stress how narrow the window of opportunity is for your book to make an impression on a creative director. I know one award-winning CD who literally flips through student books like he would a magazine. If nothing cause

Elevator Pitch, Part 2: Your Agency
So elevator pitches are used to sum up a campaign or an idea. But what about an agency itself?If you were in charge of a pitch, what would you tell a client about your agency that makes it different from the competition? What's the agency's elevator pitch? (Hint: It isn't "We are a full-service agency, dedicated to breakthrough creative marketing solutions.") If you're a st

Elevator Pitch, Part 1: The Work
An "elevator pitch" is a term ad folks often use to describe the condensed version of an idea. Say you're in the elevator with a potential client. What are you going to say to that person to get them interested in the 20 seconds you've got before they reach their floor.