Strategic thinking

The great 1960s ad man Howard Luck Gossage used to say, “I don’t know how to speak to everybody, only somebody.” It reminds me that it doesn’t matter how beautiful a writer’s words are if there isn’t a strategy behind them.

Maple Leaf Farms: Award-winning strategic customization

The Day I Found Out: Social strategy from the ground up

Custom creative portfolios: Hyper-targeted social

‘From copywriter to CEO in one day’: Impromptu social