Musings on creative development.

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Nov
24
2009

Miracle Whip — The selling of cool

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You’ve got to hand it to Miracle Whip. They recently launched an ad campaign that is 180 degrees from anything that’s ever been done in the mayonnaise category. No moms in the kitchen exchanging recipes. No blind taste tests. Instead they show energetic 20-somethings partying it up with their favorite mayo, under the battle cry,...MORE
Sep
22
2009

The evolution of the advertising copywriter

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Back in the day, an aspiring ad copywriter (like myself) needed to show two things in his book: An ability to concept campaigns and an ability to write headlines. A typical portfolio consisted of five or six print campaigns and maybe a storyboard or two.  That’s all I had in my book, and I got...MORE
Feb
13
2008

A funny thing happened on the way to the logo store.

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A telecommunications executive, a bank VP, a copier big wig and a video game programmer all walk into a logo shop. Apparently, they all got the same...MORE
Jan
7
2008

Nobody Reads Anymore. So You Probably Won’t Read This.

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“Ten million decibels loud. And it doesn’t care if you’re tired. Or that it’s your birthday. Or some holiday honoring a saint. So, though you’d rather not, you start down the road again. The road, when it calls, it screams.” Wow. This is the copy from a Nike Running Shoes print ad that ran more...MORE
Aug
12
2007

The Demographic Me vs. The Real Me

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Something funny happened to me this year. My mom signed me up for AARP. And I bought a GTI. I owned a GTI about 20 years ago. Good car, needed better speakers. I blew out 2 sets in the 2 years I owned the car. And, this year, I was looking for something with good...MORE
Aug
7
2007

Losing Control of the Message.

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As I sat and watched AMC’s new series “Mad Men” I was instantly struck at how much the ad biz has changed in 47 years. And I’m not just talking about the three-martini lunches and smoke-filled offices. Back in 1960, we ad guys controlled every aspect of the brand message. And the consumers, well, consumed...MORE
Aug
2
2007

Avoid sins. Grow brands.

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I recently came across an article in Ad Age that highlighted the seven deadly sins of marketing. While I was shocked to learn that there were only seven sins that we’re committing, I was especially intrigued by sins #1, #4 and #7. Sin #1: Living by old assumptions; specifically, focusing on brand definitions instead of...MORE
Jul
6
2007

LET IT BE. PLEASE.

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Dear Beatles (both living and dead), On behalf of the entire advertising industry, I want to express my sincerest and deepest apologies. It seems that we have crossed the line of decency. The line of morality. The line that separates right and wrong. It seems that we have found it acceptable to use your music...MORE
Jun
11
2007

Proof Positive That It Ain’t About Features and Benefits.

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Recently, I doled out $400.00 for a product that isn’t very good. It has a track record of failure. It gets bad press almost daily. And with nearly every customer interaction, it disappoints. In fact, if I were to do one of those “side by side” comparison  ads we often see on TV, the product...MORE
May
15
2007

Shrek says, “Get up and play,” but finish your Happy Meal first.

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As the release of Shrek the Third quickly approaches, the advertising campaigns to market the friendly giant to America’s children are hitting fever pitch. And that’s all fine and good—to a point. What I don’t have a problem with is kids going to see the movie. They should. I think the last two Shrek movies...MORE

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