3 New Rules for Partnering with Celebrities in the Age of Community

by / December 7, 2018 / Not so long ago, the media and entertainment industries were obsessed with reaching the audience. Today, it’s all about communities. And nobody knows this better than Dwayne “The Rock” Johnson. If you haven’t already noticed, the word “community” has all but replaced “audience” among today’s content producers. YouTube creators have their fan communities. Facebook’s latest mis[Read More]

The Creative Team Taboo: Who’s the Better Half?

by / May 29, 2015 / For all their ubiquity in agencies, creative teams are their own secret universe where very few outsiders are invited. The rest of the agency sees the ideas, the outside world sees the finished work, but who inside the team was responsible for what? Who cracked the idea, the line, the execution? Only the team itself knows. Or do they? Ask them independently and each half would claim the lion[Read More]

Your Inner Critic is a Jerk.

by / March 27, 2015 / He resides under your skin and over your shoulder. Breathing down your neck. Whispering behind your back. Ceremoniously leading the war within while unapologetically telling you how it is.
 He offers snarky feedback like, “Wow, did you really just say that? Man, you sounded like an idiot.” Right after he insults your wardrobe choice. (Well, let’s be honest, velour is not a good look on [Read More]

Seinfeld Can Take the Piss All He Likes But Advertising Really Does Matter

by / October 12, 2014 / Jerry Seinfeld is not afraid to bite the hand that feeds him. Accepting a non-specific Clio — probably awarded to ensure he’d turn up — he laid into the ad industry. He touched on those raw nerves that get exposed when we’re at our lowest ebb, at our most cynical. But I’m sorry, you’re only allowed to be that searing in your indictment if you’re one of us — actually in [Read More]

These Three Things Will Define 100% of Your Success in Advertising

by / September 10, 2014 / Think about the person you want to be in three years. I'm not talking about your lifeplan here. Just the medium-term future. Three years from now. Do you have a clear picture of who that person is, what job they have, what they stand for? If not, your only job is to figure that out. Leave this room immediately and go do that. But let's say you do. There are only three things that are standing b[Read More]

Toronto Edition: In 20 Words or Less What’s Your Creative Philosophy

by / August 19, 2013 / In 20 words or less, what's your creative philosophy? What a great question that surely would generate some very creative responses. The SF Egotist first took to asking San Francisco based creatives that very question, the response was a wonderful glimpse into the thought process of some very talented creatives. We decided to take the very same question to Toronto creatives, in 20 words or less, [Read More]

When Brand Building Becomes Personal

by / June 6, 2013 / Jared Dunten is a lot of things. Copywriter. Artist. Father. Husband. Paraplegic. Fighter. That last one probably should have come first. In 2000, Jared dove into the Rio Grande, on the Texas/Mexico border. He woke up days later in a hospital 400 miles away. He’d broken his neck and injured his spinal cord. Doctors said he’d be lucky to breathe on his own again. Walking? Best to forget abo[Read More]

How to Spend $275 Million in 48 Minutes: Three Super Bowl Ad Trends for 2013

by / February 1, 2013 / Want to watch $275 Million get spent in 48 minutes? Just tune into CBS at 6:30 p.m. on Sunday to see one of America's greatest primetime displays of violence, debauchery and poor impulse control. And I'm not talking about the Super Bowl…I'm talking about the Super Bowl ads.In all seriousness, these days it's no surprise that independent research year after year continues to show that over half o[Read More]