Category: Advertising

  • Strategy Off A Page

    A while ago we’ve been working on one of those briefs that are mainly exciting because they’re so open. So the strategy team went to work. We took apart the brief, scrutinised it, and reassembled it. All with the good intention of bringing some clarity to the task. Needless to say that a fair amount […]

  • Nine things to do to grow as a strategist

    One theme, nine things There are few topics that are as relevant for ambitious strategists as personal growth. It’s a topic that never gets old. Unsurprisingly, in a discipline that is only vaguely defined, there are hardly any frameworks for personal growth that are widely available. Every agency handles growth differently – and, to make […]

  • Getting to Great Creative Work and how the Brief can help

    Do something great

    This is the second article of a mini series exploring how we can overcome the barriers that get in the way of great creative work. In the last article, I explored the elements that make creative work great from the perspective of the people who make it (account managers, writers, designers, strategists, and all other […]

  • The Barriers of Getting to Great Creative Work

    If you’re reading this, chances are that you are one of those people who spend hours, days, weeks, weekends, holidays, anniversaries, and your partner’s birthday in pursuit of great creative work. And even though we might know it when we see it, it’s interesting to see that great creative work is different for all of […]

  • The Creative Work We Consider Great

    A couple of months ago I have sent out a survey to advertising professionals to find out more about what they consider to be great creative work. I wanted to find out what constitutes great creative work in their opinion – and what they think stands in the way of it. While I’m finalising that article, […]

  • The Great Creative Work Survey

    How do we get to great creative work? I’m launching a new side project to explore opportunities and obstacles on our way to great creative work – and I need your help. After months of faffing and idling around and keeping the blog dormant, I realise it’s time to get back into this: the thrill […]

  • The Risk of the Customized Agency

    And here it is: another ‘customized agency’ It’s been in the press for a while, but today it got some more exposure. ThyssenKrupp and Thjnk (where I’ve worked before moving to Amsterdam) are launching a new agency, a customized agency. Which seems to be the latest rage among bigger brands, not only in Germany (McDonald’s, […]

  • The Sciamachy between Big Data And Big Ideas

    Much to my surprise, the last couple of weeks saw an increase in conversations I had about a topic that apparently does neither get old nor boring. It’s been around for a while but still creates a natural tension – which is, in a way, exciting for strategists: the sciamachy between the Big Idea and Big Data. It is a debate […]

  • How Creativity Benefits From Noise. Or: Jump in the Pool

    Find me in the pool

    The past months have brought some changes in my life. Nothing dramatic, but still significant enough to allow some of these finding their way onto this blog in the next couple of weeks, because in a way #everythingisnieuw. About three months ago, I moved from Hamburg to Amsterdam, from a German agency to an international one: from thjnk […]

  • What Advertising Can Learn From BuzzFeed

    A few days ago I attended a panel discussion/interview with Juliane Leopold, founding editor of BuzzFeed Germany, at betahaus Hamburg. She talked about how everything started, how she set up the team, how BuzzFeed wants to be political and opinionated, etc. All of this wasn’t really surprising until the moment when she opened the site on […]