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 | 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 | Apr 3, 2016 | Advertising, Commentary, Education, General Crankiness
Upfront, I need to make clear, this isn’t about most CDs and recruiters. It’s about that minority who, for some sad weird reason, take a sort of pleasure in belittling young ad people and enjoy making students feel bad about themselves and their work. I wouldn’t be...
by Luke Sullivan | Dec 21, 2015 | Advertising, Commentary, Digital
Content-Schmontent. Yes, the smart brands will continue to produce content that is helpful, beautiful, engaging, and useful. But content can be clutter just like ads and just posting cool content on the site-of-the-month probably isn’t going to be enough to...
by Luke Sullivan | Sep 15, 2014 | Advertising, Commentary, Digital, Education, Problem Finding
I just finished reading a really good book, a new title from Warren Berger, who’s been writing about the ad industry for a long time. Smart guy. Book’s titled A More Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas. What Berger calls “inquiry” or...
by Luke Sullivan | May 9, 2014 | Advertising, Commentary, Creativity, Education
A couple of weeks ago, a freshman ad student here at SCAD — Haley Kochersberger — contacted me and said she’d like to interview me for a “writing assignment.” I thought it was just one of those assignments students sometimes have, you...
Where I stole some of the ideas I use in my Oct6@1pmEST webinar on writing a creative brief.… https://t.co/HnkEVoGGM4
17 hours ago