Tag: clarity
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Enamored with ‘simplicity’
Simplicity is good. A Simple message is more readily understood, more readily spread. So I am all for the final expression of ideas being simple – the tag line, the copy.. simpler the better, generally. Even if we look under the hood, the thinking behind the ad, the strategy – simplicity often helps prioritise, helps […]
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“That is the creative challenge”
If clients, planners, management folks and even creative directors make a habit of envisioning their idea before talking about it, we would be spared of a lot of bullshit. So recently we presented an elegant campaign that was not ‘exciting enough’ to the client. They thrashed it mercilessly. “Its a 20 seconder, we don’t have […]
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Account planner as a disinfectant of spurious notions and confusions
A role in three acts At a day-to-day level, advertising is quite a messy business. Let me illustrate. Act one A business (our client) might need something to change (perception, no of people knowing their brand, no of people buying their brand, frequency of purchases… whatever). Unfortunately, the business itself is not sentient and cannot communicate. […]
Truth About Branding 