From strategy to concept to execution, chances are I’ve done it. Or something remarkably similar to it over the past couple of decades. I’m a creative director, brand communications strategist, concept generator and copywriter.
I've worked with enormous international conglomerates, and tiny upstarts. On multi-million dollar activations with lots of moving parts, and micro-budgeted one-offs. Hundred-page websites, or 25 characters or less (with spaces).
I come with the standard writer’s toolkit of ink-smudged hands and a full complement of manuals of style. But I’m also armed with a Master’s in Marketing Communications, so strategy only scares me if it’s the wrong one.
With words disappearing and pretty pictures telling more of the story, concepts and content need to be that much more compelling and even more targeted than just a couple of years ago. So here’s my mission statement:
Craft your marketing to serve a strategic end and deliver
something meaningful to the consumer, whomever — and especially wherever — that consumer happens to be.
Marketers forget the simplicity of this far too often.