Tag: Advertising
-
Creative Practice #6: Who Are You Making This For?
In my professional life, I am obsessed with audiences. I think about them before a campaign brief is written. I think about what they need, what they believe, what they’re afraid of. I’ve spent eight years at Kaiser Permanente helping translate complex healthcare concepts into messages that actually reach people. Audience awareness isn’t a skill…
-
Creative Practice #5: Protecting the Whole
Good ideas can ruin a project. Not because they’re bad, but because they pull in the wrong direction. In advertising, a campaign can have strong individual executions across TV, digital, and social, and still feel like it was made by three different teams. When it works, the campaign just feels intentional. When it doesn’t, something…