A few musings by me.
How Beer Advertising, Once the Industry's Gold Standard, Can Get Its Mojo Back
"“There was a time when beer ads were the gold standard of advertising. They were big, dumb, funny, joyful spectacles that built characters, punchlines and entire worlds. These campaigns didn’t just sell beer. They created culture. There’s a reason we still remember them decades later....meanwhile insurance has figured out how to be fun and entertaining by mastering character-driven storytelling. These characters deliver product features wrapped in punchlines and create culture—Halloween costumes, SNL skits, TikTok fan theories. Just like beer used to do."
Read here: Muse by Clio
Sharp, Bold and Candid: Meet the Rising Voices Shaping the Future of Strategy
"The fun gets sucked out of strategy when we treat it like a math problem. There isn’t a single 'right' answer to find. Approach it like creativity: experiment, iterate and explore widely before committing. That’s why I start my process with breadth over depth - I don’t want to fall in love with the first solution that seems reasonable. You should get into a 'situationship' with a few strategies when you’re starting a brief. It’s about testing chemistry, not tying the knot."
Read here: LBB
How To Be A Creative’s Favorite Strategist
"Not to state the obvious but creatives aren’t mythical creatures with secret powers. They’re just people. People who are used to having their ideas constantly critiqued. That kind of feedback loop can lead to defensiveness, armor and (sometimes) sharp edges. So come in with empathy and resilience. You don’t need to pander or pedestal—just partner. Care about their ideas as much (if not more) than they do. You’re a co-conspirator, not a critic."
Read here: 4As
Nobody wants a 50 slide briefing deck
This could help you avoid that with four simple shortcuts to build a compelling story in 10 slides or less.
Designed for big briefs, tight timelines, creative focus, and cutting through marketing jargon.