I’m a writer, yes.

But I’ve also been accused of being a strategist. Guilty as charged.

Before the creative floodgates are flung open, I believe there has to be a clear, strategic point of view to guide the thinking. You need to dig deep into a brand, the competitive landscape, and the target audience, probe their needs, desires and perceptions, then throw all the collected wisdom into the pot, stir, apply intellectual heat, and distill it all down to a single, compelling idea.

That’s when the creative fun begins.

I love the process of taking raw creative ideas and pounding, chiseling and sculpting them into refined communications campaigns. I believe in looking beyond the expected communication channels. Is there an experiential idea? AR, VR, Bluetooth tracking devices or some other some other shiny new digital possibilities? 

I also believe in taking a collaborative approach, encouraging team members to push their ideas—so long as they don't fall off the strategic roadmap. And I truly enjoy the theater of presenting the work, of getting the stakeholders to share in the creative team’s passion for the work. 

A few things I don’t do: scream, throw people under the bus, take credit for others’ ideas, point fingers, or stare in a mirror transfixed by my own greatness.

In this way I’ve created work that has been effective and entertaining, earned the respect of the people I work with, and picked up a bunch of awards along the way.