What can darts teach us about advertising?
Have you ever played darts? Have you ever lost at darts? So is it safe to say that playing darts is not enough to ensure that you win at darts? That simply playing the game isn’t enough? Let’s suppose the two best dart players in the world had to play a best-of-three match against one …
I believe in better creative.
I believe that much of the industry is prioritizing spectacle over substance. I think that brilliant creative is seemingly impossible to come-up with, but obvious as soon as you see it. I believe that creative is most effective when it communicates a core truth, and uses relevance and emotion to create an instant connection with …