Behind the Brief
Notes from the studio
Opinionated writing on advertising, branding and the craft of making work that actually moves a business.
All Posts
Marketing
Marketing & Strategy · 5 min
A room full of people agreeing on an idea doesn’t mean the idea is good. It usually means it has been sanded down until nobody finds it interesting.
Creative Process
Creative Process · 4 min
The strongest lines leave a gap. Why an audience finishing your sentence beats you finishing it for them.
Branding
Branding · 6 min
Most difficult feedback is risk talking. How to hear the fear underneath the note and answer that instead.
Studio Notes
Studio Notes · 4 min
The absence of nerves before a pitch doesn’t mean you’ve become confident. It usually means you’ve quietly stopped betting on yourself.
Creative Process
Creative Process · 5 min
A Pencil tells you the jury liked the work. It doesn’t tell you the work actually worked — and confusing the two is how agencies end up making ads for award books.
Marketing
Marketing & Strategy · 4 min
“Men and women, 18–45, SEC A and B” is not a person. Why picking one specific, precisely observed person produces work that lands wider.
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Occasional, opinionated notes on advertising and branding — straight from the studio.