microdosed strat

What happens when you give a load of engineers a brief? I always ask the question: What would’ve happened if you hadn’t given the brief for High Speed 2 to a load of engineering firms who immediately focused on speed, time, distance, capacity? What if you’d given the brief to Disney instead?

They would’ve said, “First of all, we’re going to rewrite... See more

“The best advertising should make you nervous about what you’re not buying.”

Dogma - “a belief held definitively and without the possibility of reform or change” - and distance from the reality of the consumer - are held up by Huntington as the two biggest sins a strategist can commit. Amen.

discrediting a work merely because you cannot project yourself onto it means you’re shit at your job. if you have blind spots culturally and can’t be bothered to fill them for yourself, step aside and let someone of that people speak to the work and lead the discussion. i don’t want to read what a white writer has to say about ocean vuong’s latest... See more

In essence, by saying “marketing” and “creative” are “science”, they are communicating confidence that this will create predictable returns. This is inherently wrong, and leverages a cultural understanding of ‘science’ as something that is predictable. That is not what science is.