Creative Strategy

There are no boring industries…however… you know, some industries tend to be more engaging than others. You probably have an industry on your mind right now. But a “boring industry” does not mean that good work couldn’t be done. And you know, those industries are a fruitful field for work…

Let’s say you’ve got a list of observations, but they’re a bit blah. You’ve done your research and listed all the interesting stuff, but while it’s good, it just doesn’t really evoke anything. Feels a bit bland, underwhelming and tbh not very “insight-y”. …

The problem with icing is that even though it’s yummy and looks great, it’s never fully a part of the cake itself. Icing can be eliminated or swapped at anytime. The baked in elements are the cake itself. Music in advertising should always be baked into the creative or else…

This game is outstanding. I don't know for what is it — loyalty to the game or strange omission — but the way they operate with the only concept is gorgeous! Look at creatives as they represent one and only concept in core — “red vs blue” — and you’ll…

The ‘inside age’ is different to the ‘chronological age’ — Floral padded recliner armchairs. The lawn bowls green. Many older people wouldn’t be caught dead in either. Seniors, better described as ‘older people’, make up a highly differentiated and lucrative group. How lucrative? According to IBISWorld, the elderly and disabled services market is worth $64 billion dollars in the US…

No surprises that a lot of UAs are either responsible for creatives idea generation, task management and process controlling. Sometimes it’s hard to understand which apps are good to observe for these purposes. I let out my knowledges to ease your duty. I’m going to start a cavalcade of articles…

I recently had an enlightening conversation with the director team at one of my favourite creative agencies, and the Get-To-By (GTB) framework resurfaced yet again. To clarify, there’s nothing inherently wrong with using the GTB framework to summarize a client’s brief concisely. Summaries are valuable, especially when they help capture…

Welcome to the exciting world of non-fungible tokens (NFTs), where the possibilities are endless for brands looking to make their mark in the digital space. …

A central focus of marketing strategy is to know your audience. There is no shortage of frameworks, approaches, research, and methods to understand your audience. We seek answers to know who buys and how they use the product or services, we want to know doesn’t buy and why. We try…