Carlos Ricque

Any brand could own their category, by being the most knowledgeable *about* their category. Shell did it in the 70s. Their SHELL ANSWER MAN campaign ran for years ...and is a master class in making excellent "branded content". 🧵 👇

Your ad is an interruption. Don't make it a rude one. Say something interesting.

From the rooftops: 830 am client presentations require an 815 huddle so you're showing up ready. Even on Monday. 🤔 *Especially* on Monday.

Knowing what you want to say before you start solves 90% of writing roadblocks. So don't "just get started" until your brief is clear and approved.

If an idea answers the brief, it ought to be shown. Clients deserve your best thinking.

@Phillip_Oakley Have you tried reduct.video

I'm reviewing client interview videos for research. They're anywhere from 60-90 minutes long. So I exported a transcript to see if ChatGPT could provide key points from the video. The AI was overwhelmed. Me too, ChatGPT. Me too. But one of us still has to do the work.

@jason_fox Yeesh. That's so true it hurts.

@cricque In for three, in for fourteen.

Scheduling 3 "revision rounds" on Day 1 of a project says a lot about your plans to stand up for the work.

@Schwartzie14 🥇

Inaccurate. All four wheels are working. One should be broken.

@jason_fox Congratulations!

Twenty years.

Stop cramming your ads with wall-to-wall copy. You can't tell the whole story in every chapter.

Don't tell the whole story, tell 90% of it. Let the reader close the circuit.

Jobs in his grave, just spinning right now

Branding cuts both ways. I started going to thrift stores in the 90s - still do, when I want something different. But I'd be lying if I said I don't cringe a little when my kid tells people her rad new jeans are from Salvation Army. 😅

Some days you take your wins where you can.

Design fun

Startled. 🏃‍♂️💨 .💩

At this point can we agree that "I no longer want to receive these emails" pretty much covers it?

Irony, party of 1 ... your table's ready.

@jason_fox Yup. Trying to think of a shop who might do something like this today. Maybe Mischief?

@cricque A classic that more agencies should attitudinally emulate.

"We don't think we could have changed the outcome. But the scary thing is that we could have changed *us*." Chiat/Day (their maiden name) lost the Honda account after 5 years. So they took out an ad to tell the world about it. Masterclass in knowing your own brand & worth.