by Luke Sullivan | Jan 25, 2022 | Speaking Topics
To understand the difference between an ad campaign and a brand platform, consider the difference between a movie and a Hollywood franchise. Any movie that’s franchisable contains more than just one story. It suggests an entire world beyond its own borders, a world...
by Luke Sullivan | Jan 25, 2022 | Speaking Topics
One of the most effective ways to jumpstart the creative process and get to big ideas quickly, is by leveraging creative tensions; by using polarities to spark story. Wherever you find conflict or opposing energies, you’ll find conflict. And where you find conflict,...
by Luke Sullivan | Jan 25, 2022 | Speaking Topics
In this presentation Sullivan reframes social marketing with a simple process of four steps, one that participants can use immediately. By reverse engineering successful social campaigns, Sullivan breaks it down to what he calls “Do > Invite > Capture >...
by Luke Sullivan | Jan 25, 2022 | Speaking Topics
The brief is the single most-complained-about thing in creative industries.(“What are we supposed to do with this?”) Every client, agency, and strategist on earth has a different idea of what makes a great creative brief. So do creatives – and this is one creative’s...
by Luke Sullivan | Dec 10, 2021 | Speaking Topics
It’s a good thing many creative people are often cynics and eye-rollers. It’s their well-tuned B.S. detectors that make them effective communicators. But motivating cynics and eye-rollers in an industry full of B.S. is tough. How do you manage people who don’t like to...