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Crazy good…

Nothing suits me more than writing a good manifesto! I know I am not alone. Most copywriters get off on writing manifestos. At least they’d better. Writing such documents is at the heart of what we do, and can do, for our clients.

Most of you know what I’m talking about. For those unawares, a manifesto (aka mantra or anthem) is the bringing to life in words the highest and most noble aspirations of its subject.

Yes, it is advertising copy but in the best sense of the word. Recall Apple’s great script to the modern world: Think Different. Consider the lines that first and forever defined Nike to a generation: Just Do It. We know these iconic tags because we fell in love with the manifestos. Frankly, neither line would have lasted this long, or even gotten out the door, if not for their beloved manifestos.

The power and glory of a brilliant manifesto cannot be overstated. They raise the hairs on the back of your neck. They make CMO’s smile. They win pitches. Most of all they change things: attitudes, behaviors, even lives.

At least the good ones do.

Into these haloed paragraphs we put everything we know or think we know about writing, about persuading, about life. Here you won’t find speeds and feeds, racks and stacks or friends and family. None of that. These are the best neighborhoods in Adland. No trespassing!

May I write one for you? https://steffanwork.wordpress.com/

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In lieu of full time employment I’ve been working my ass off. If this sounds contradictory it is not. As any freelance writer will tell you, the hustle is as crucial as the creation. Unlike fat and maybe-happy FTE’s the freelancer must work to get work before he or she can work!

Ah, the hustle. It’s like the fisherman who has to both catch his fish and then sell them. Two jobs. Both with distinct roles and responsibilities. He rises early. Stays up late. Get up and do it again. Hustle and flow. I’m not complaining. Just saying.

Though I’m aching for something full time, I do find rogue satisfaction in being a grinder. The hustle keeps me alert to new and interesting opportunities. I just composed a manifesto celebrating the merger of two multi-billion dollar companies. May I help you with something? Hit me up. I will deliver. Spoken like a true hustler, right?

I’m passionate about helping clients develop powerful creative business ideas. Consumer or B2B, versatile in the trickiest verticals. This is my portfolio 

I am also available to help other writers with their work, as an advisor, editor or mentor.

Connect here, via Linkedin or Steffan1@rcn.com – Let’s have a conversation!

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Gods of Advertising is on backburner so I can devote more energy to completing a manuscript as well as writing for my clients. Perhaps you? Services include copy writing, brand manifestos and creative direction. I’m passionate about helping clients develop powerful creative business ideas. Consumer or B2B, versatile in the trickiest verticals. This is my portfolio

Do you have a writing project you would like to discuss -professional or personal? I am also available to help other writers with their work, as an advisor, editor or mentor.

Connect here, via Linkedin or Steffan1@rcn.com – Let’s have a conversation!

I look forward to hearing from you!

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Regarding advertising and creativity, I’m exceptional at three things: copywriting, creating big ideas and presenting them. Even my detractors, bless them all, would grant me that. If pressed they might also tell you I’m efficient and have never missed a deadline; that I curate my work and put it into cohesive and winning presentations, always with options.

This is what I do well.

I’ve been told I have a bunker mentality. I believe in healthy competition. Best idea wins. Sometimes you have to break a few eggs to get there. Which is fine. As long as the client gets a world class omelet. That’s been my experience.

After presenting work, the best outcome is when your audience (peers or clients) argues about which campaign they like best. If the work is fantastic then who cares what they choose? I believe in options. And so does every client. You never want a meeting when the outcome is ‘we need another meeting.’ Make damn sure you know the horse will drink the water. Some creative directors think good work is its own reward. That has not been my experience.

So, if you want to win a pitch, save a client, or simply demand fantastic work you can actually sell please hit me up. I’m available for consultation, freelance or long term projects. I’m fluent in new media and know how to reconcile data. Adept at even the trickiest verticals, in B2C or B2B, i.e. enterprise software, healthcare, life sciences, etc. Flexible in terms of pay and logistics. References upon request.

May we have a conversation?

Steffan1@rcn.com

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The Three “C’s”   

Work

 

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Be it agency or client-side, creative leadership has meant different things to different people in different types of organizations. The following is meant to clarify what an experienced CD, GCD or ECD (aka me) could mean to your company right now and moving forward.

The primary purpose of creative leadership is to enhance the creative reputation of the agency, to be a creative advocate for the agency (and its clients), and to help the agency win new business and to grow organically. Any challenge threatening the above, I should be enlisted. Secondarily, but no less important, I assist in the development of strategy (conceptual and tactical) and welcome the collaboration.

Another way of looking at my process. Specifically:

Organizing Principle. I am interested in creative business ideas that drive our client’s business; what I call an organizing principle: a melding of strategy and hyperbole that puts a stake in the ground, demonstrating the power and potential of our client’s offering. An OP usually includes a manifesto that brings it to life, a poetic and powerful story that sets up the problem and delivers the solution. For every OP I expect proof of concept in formats relevant to the engagement, i.e. home page, product and solutions, advertising, templates, trade show booth, etc…

The Three C’s: Creation. Curating. Choreography.

  1. Creation: As a player-coach, rely on me for high-level concept development and first order copywriting.
  2. Curation: Finding the best work and making it better, combining and marrying assets to tell the best story.
  3. Choreography: Putting work together so it flows with the rest of our content and delivers maximum impact.

Pitching. As a creative face for the agency, I should play a significant role in pitches – not just creating the work in the room but also delivering it effectively.

Strategy. Ideally, I contribute on strategy (conceptual, digital, tactical, media) and look forward to helping pre-strategy and in the development of creative briefs.

Integration, Alignment & Resources. Helping to determine best fit for creative resources from the available talent pool.

If your organization (be it agency or client-side) is looking for a creative director and/or content creator, please contact me directly. I am available for contract, freelance or full time engagement. Let’s have a conversation! Steffan1@rcn.com