by Luke Sullivan | Sep 3, 2021 | Whipple6
Here’s why the idea of rules is important: Once you’ve created a brand platform world with rules, those rules can be used again and again to spin other stories; prequels, sequels, and spin-offs. Here’s an example of a great platform with a rich set of rules. Coke...
by Luke Sullivan | Sep 2, 2021 | Whipple6
The annual Christmas commercials from British department store John Lewis are so stinking good, many Brits say they don’t feel the holiday season truly begins until they see the spots on the air. Most of them are viewable on YouTube and my favorite is a blockbuster...
by Luke Sullivan | Oct 7, 2018 | Advertising, Creativity, Education
As a writing assignment, I ask students to pen headlines for The Onion. I made a first cut and then two advertising friends helped with final judging. Hope you like. GOLD Grammar teacher corrects suicide note Pedophile Worried He Might Be Priest Study: Rubbing crying...
by Luke Sullivan | Jun 5, 2017 | Advertising, Commentary, Creativity, Education
Harvey Nichols is a veddy upscale British department store that holds a door-buster of a sale every year. The discrepancy between this luxury brand and its annual Wal-Mart-stampede of a sale has been the inspiration for a long-running campaign I’ve admired for years....
by Luke Sullivan | May 29, 2017 | Advertising, creative briefs, Education, Luke Sullivan Speaker
(REVISED ESSAY) On Thursday, June 8 at 1:30pm, I’m presenting a webinar about this technique. I promise not to suck. (Register here.) • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Creativity happens best, in my opinion,...
by Luke Sullivan | Mar 12, 2017 | Advertising, Commentary, creative briefs, Creativity, Education
On Thursday, March 23rd, I am presenting a webinar about brand storytelling where I describe some of the very best ways I’ve found to create storytelling platforms. (Register here.) A big part of storytelling, of course, is establishing conflict. I...
by Luke Sullivan | Oct 10, 2016 | Advertising, Creativity, Luke Sullivan Speaker
The best creative director I ever worked for was the late Mike Hughes of the Martin Agency. One day we were talkin’ about the business and Mike said, “Just because you’re a great creative person doesn’t mean you’ll make a great creative director.” He was very clear...
by Luke Sullivan | Aug 1, 2016 | Advertising
I met Wendy when she was a client on BellSouth Mobility; she was one of the smartest and kindest clients I ever met. Ever. Was proud to work with her again at GSD&M. She went on to be President of Sparkling Brands & Strategic Marketing at Coca-Cola. Now...
by Luke Sullivan | Jul 9, 2016 | Advertising, Creativity, Education, Problem Finding
Back when I was a young knucklehead in advertising, we all knew the way to advance was to outwork everybody and dig up as much work as you could by walkin’ around and bugging the project managers for open job orders. (“Gimme a problem to solve. I’ll do a radio spot, a...
by Luke Sullivan | May 22, 2016 | Advertising
SUBTITLE: “OH GOD! WHAT IF I DON’T GET INTO WIEDEN OR GOODBY??” (Reposting for our 2016 graduates.) Having been around the ad schools over the years, I overhear conversations in the hallways and the computer labs. “Dude! You know Ashley? Yeah, she...