Every once in a while I come across an ad so original it stops me in my tracks. It might be an arresting visual, an intriguing headline or a big idea that makes me go “hmm”. But most of the time it's about breaking the...
The most effective business writing is rooted in clarity. It stands out by blending in to the background, allowing the reader to focus on the ideas being conveyed instead of the grammar, wording and syntax. It’s effortless to consume and easy to understand. With one...
Let’s talk a little categorical imperative and how this vestige of human evolution is the bane of timid product managers everywhere. We’ll then take a quick peek at a few outstanding spots that do a good job of killing our categorical impulses. The categorical imperative is...
Mentioning the Unmentionable: Is There Ever a Good Time to Call Out the Competition? As a general rule, companies have steered clear of advertising that mentions their competition. With the exception of some carefully planned and executed outliers—campaigns like the Pepsi Challenge or MAC vs PC—mentioning negatives...
Technology is the prime-mover in today’s economy. And it’s not just traditional tech companies like Apple, Google and Facebook. Technology and technological innovation are driving major sectors such as energy, healthcare and financial. While the growth is welcome, it brings with it chaos, disruption and competition....
Recently our “See the Fit” campaign was honored with two silvers and one gold in the American Advertising Awards. The integrated campaign uses augmented reality to allow users to virtually ‘place’ the new scanner anywhere in real time. The iTero® Element™ Scanner is owned by...
“Nobody reads ads. People read what interests them. Sometimes it's an ad.” -Howard Gossage Too Many Words? If you've ever looked at your ad and thought "there’s no way anyone will read all this" you’re not alone. The “how much is too much” copy question is one of...
The biggest mistake companies make is introspection. They want to talk about themselves! Companys should focus on what the customer needs to hear, not what they want to say. It’s always about the customer and how you can make their life better. People don’t...
Digital marketing, however broadly you define it, has revolutionized every aspect of advertising, marketing and messaging. What digital marketing has not done is eliminate the need for a well-rounded marketing effort. Consider these 11 + 1 reasons you can’t market in a vacuum. Single channel bets...
Our hometown of Baltimore gave rise to one of the most skeptical minds in the annals of journalism. H. L. Menken made a career as a professional skeptic who could spin a yarn. So it’s with a skeptics eye that we should approach the idea...