Factor in fear.

Don’t think about ideas your client might be willing to buy.  Think about what your client is afraid of (their boss, a board meeting, budget pressure). If you can figure out the fear, and creatively solve for that ahead of time, then you’ll solve for the real issue.  The most mind-bending idea on earth will fall like a tree on Mars if you don’t take into account why your client might be afraid to buy something so brave.


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.