The difference between advertising that “gets” digital and advertising that “is” digital.

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Digital isn’t a thing. Digital is everything. And in an age when anything can be converted to a shareable file, everything is digital. I find that when talking to advertising students or creatives the easiest way to think about digital is to break into two kinds of work. Work that GETS digital. And work that IS digital.


Advice to a first time creative director

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We’ve all heard it. “That’s just not doing it for me.” What kind of feedback is that? Any CD can say that. It’s meaningless. A good CD gives feedback that’s useful. Why exactly isn’t it working? Is there a kernel of a good idea in there? If so, find it. If not, suggest angles and directions so the team knows where to go. Making them play a guessing game is the worst thing a CD can ever do.