A good planner, as I mentioned in my previous post, can be a real asset. Sometimes though, marketers can’t afford one. What do you do when that happens? You have to do some strategic thinking yourself. Yes, copywriters and art directors can think strategically like planners, too. My art director Jeff and I often have […]
Some copywriters and art directors I know would say that question is a contradiction in terms. It’s like asking them, what makes a nice serial killer? For them, planners are people who mess up the creative process and prevent us from producing outstanding work. I don’t buy that view, at least not entirely. As a […]
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