How I Work

...with communications firms

When it comes to understanding the communications process, I’ve learned from some of the best—J. Walter Thompson, BBDO, EAI. So if you’re an ad agency or design firm, rest assured, I work the way you do: following your creative or communications brief. And producing work that’s dead on strategy.


…with corporations & small business

Strategy rules here, too. Which means headlines and copy are the final steps in the process, not the first. This holds true for every communications piece—from a six-panel rack brochure to a 24-page annual report narrative.

Four Steps To Better Communications

Step 1 Discovery & Client Input
Every creative project should begin with a critical look at your company's (or brand's) current situation — where it is in the marketplace and what your key internal and external audiences believe about it. The findings will guide strategy development and help identify the messaging that will best resonate with your audience. Deliverables: Taped/transcribed interviews with key executives.

Step 2 Point of View
Everything learned in Discovery is boiled down into a strategic point of difference. This is your point of view. We work as a team to determine your key message. Deliverables: Creative Brief.

Step 3 Concept
The creative process begins here. The concept becomes the creative framework on which your communications piece is built. It's more than a cover treatment or a theme; it's a creative idea that embodies your point of view and unifies your message. Deliverables: Three or more written concepts with headline & visual ideas.

Step 4 Execution
After creating a solid foundation for your communications with the previous three steps, the writing begins. Deliverables: Copy outline, first draft and revisions.

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