Active v. Passive in Marketing and Advertising

I’ve always been a big fan of results. When I set out to create a virtual ad agency in 2001, I wanted to make a difference to clients with messages that mobilized audiences. I didn’t want to have to buy media. I was a copywriter/creative director, not a media buyer. I just wanted to create messaging that moved people to …

Thinking Inside the Box

At some point the term “think outside of the box” was adopted by the advertising industry to represent something like “high creative” thinking. And I’ve never understood it. If my job is to solve problems using creative thinking, then I need a foundation of truth to base the rationale for the thinking. If A and B, then C. Over the …

Truth, Authenticity, & Transparency in Marketing

I once worked for a guy who was famous for saying, “Always tell the truth, there’s less to remember.” About ten years after working with him I read somewhere that he ended up in prison for fraud. That’s funny. Nonetheless, “Always tell the truth there’s less to remember” has been a cornerstone of my life over the years. The truth …

The Best Advertising is the Truth

truth in Advertising

When I first got into the ad biz in the 90s, I had visions of Darren Stephens and Larry Tate conjuring ways to get their clients to agree to crazy concepts that may or may not even be true. After all, I grew up in the days of Marlboro billboards. Advertising wasn’t about the truth, it was about sales. So …