A strategy when you don’t have one.

When the brief or the strategy isn’t great, offer to sit down and discuss it.

The strategies that lead to great creative are usually really simple. Maybe the one you’re looking at is too complicated. Maybe the insight within is lost.  Think of Apple’s “Behind the Mac.”  Such a simple three-word strategy. Such an insightful three-word thought. What a great three-word line.

Write your own version of the strategy and share it with the account team or strategist. If you pitch it right, they might just buy it. They might add to it. Then you can go away and make brilliant creative that matches your great, yet simple, strategic idea.

Just be sure you can deliver on your end. Don’t go slagging a strategy if you can’t deliver great work.


David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.
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