Make Damn Sure You Know The Horse Is Going To Drink The Water.
October 24, 2019
Regarding the creation of advertising, I’m very good 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 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 i.e. enterprise software, healthcare, life sciences, etc. Flexible pay and logistics. References upon request.
May we have a conversation?
Hustle & Flow. Let’s Do Something AWESOME Together!
March 27, 2019
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!
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!
My last post was about “responsible passion” as creative philosophy. I wrote that whatever the philosophy a creative professional has, it must strike a balance between passion and responsibility. We are craftsmen as well as salesmen. To do the job right, “you’ve got to do both.”
Now I’m going to talk about staying creatively fit and remaining relevant, which is a critical part of any creative philosophy.
I believe in what I like to call the “creative athlete.” He or she is creatively fit, physically and mentally. He relentlessly works at his craft. She takes classes and workshops. They are students of the game.
They are also switch hitters, in that he or she thinks about their agency from every skill position and can play there if necessary. A good copywriter is a planner. A good art director knows how to interface with clients. All are good salesman, when called upon.
The creative professional may prefer working alone or with a partner, but he or she is also a competent and enthusiastic team player.
When I was coming up at Leo Burnett, I totally related to the founder’s screed regarding the “lonely man” — a romantic figure who wrote into the wee hours. As I grew older, I had to adapt my game to accommodate the many others who ultimately affect a project.
When creative athletes become creative directors, they remain active in their core skill. They get better at the other ones. They remain teachable and open-minded.
I firmly believe in the player-coach. If I were to stop writing I would lose the ability to judge writing. I would also begin the not-very-slow fade into irrelevance.
Remaining relevant is, in itself, a creative philosophy.
Honestly, I don’t know how a creative director can do the job well if he or she isn’t banging away on every other brief at the agency. I suppose some do but that’s not how I roll.
A writer writes. Right?
Being fit creatively is both mental and physical. I think a good salesperson looks good doing it. They are pumped to be working one of the coolest jobs in the world. I’m not talking about jackets and skirts. Lord knows I don’t adhere to any dress code. Just don’t skulk.
Finally, I believe in the basic tenants of a liberal arts education; in that a good creative professional is knowledgeable about our culture in all its forms. He or she is a consumer of it as well as a creator.
That means we must have a working knowledge of TV shows we don’t like and music we don’t listen to. For example, I loathe The Bachelor, but I’ve seen it. I cannot stand gossip magazines, but I read my wife’s copies. And so on.
We go to movies. We make videos. We Tweet. We read.
The creative professional who hates pop culture and avoids much of it cannot possibly serve our craft. Losing interest is tantamount to giving up and, as with any good athlete, giving up is unacceptable.
Know your crap.
I hope these last two posts have been helpful. While I am hardly the consummate teacher I have done this job for over 20 years. I know a thing or ten; many of them learned the hard way.
Whether or not one agrees with me on all matters isn’t critical. Your creative philosophy can and should vary. Just as long as you have one and that you are open to changing it.
Author’s Note: A version of this story was published last week on Reel Chicago
In over ten years of keeping this blog, the last two weeks have been the longest time I’ve gone without writing a post. I am not naïve or prideful enough to think that anyone missed me. But to my loyal readers I offer my apologies. I know how annoying it is to arrive at a bookmark and find stale content. I was working on a freelance project, which deserved and received all my attention. Despite undying passion for Gods of Advertising, I enjoy working on outside creative projects even more. Plus, it keeps my family teetering on the brink of solvency.
At any rate, that project has now concluded, very successfully, and I’m ready for another. So, if you’re reading this and in need of copy writing and/or creative leadership please hit me up. I will deliver on time and above expectation. I have never failed in this regard and do not intend to start with you. As always, I will provide the last job I worked as a reference.
That being said…
Regarding the rash of stories about ageism in Adland, especially as it pertains to creative people. I’ve read we are too expensive. Too out of touch. Too ‘a bunch of things.’ The stigma is real. But it’s not based in reality.
A lot of us know as much about emerging digital platforms as our teen-age children. Certainly, we forgot more about coming up with creative business ideas than most anyone in Adland under thirty. And, last but not least, we know how to write a f–king sentence. Intangibles? Put me in front of a client. I’m a professional, who has a lot of fun being one.
I can’t speak for my peers but regarding money I’m no longer obsessed with it. Materialism is just one of the many sins of youth… like chasing prizes. Been there won that. Bottom line: If you want me for a project we’ll do it on your terms. The same goes for potential full time employment, for which my antennae are up. By the way, I believe the appropriate compensation for talent (me or anyone else) must reside in the range of one’s peer group at his or her particular company. One should never be conspicuous on a spreadsheet! Such wisdom comes from experience. Here’s another “old” idea: Do great work for great value and the rest takes care of itself.
The Happy Soul Industry
The Last Generation
Gods of Advertising 