J. Danielle

Lists, and verbs, will carry you many a dry mile.

To imitate or not to imitate — the question is easily satisfied. The perils of not imitating are greater than the perils of imitating.

Always remember — the speaker doesn’t do it. The words do it.

Look for verbs of muscle, adjectives of exactitude.

The idea must drive the words. When the words drive the... See more

The collection of so much personalized data—around what time of day we turn to Sade or how many seconds of a NewJeans song we play—suggests a future without risk, one in which we will never be exposed to anything we may not want to hear.

Distilling a communications strategy into a brief is an art; it should be concise, clear, consistent and creative. Indeed, BBH co-founder John Hegarty has gone so far as to describe the creative brief as “the first ad in the campaign”.