THE TREATMENT WRITER GUIDE TO BRANDING
As a treatment writer, I’m often asked how I treat brand values when I’m writing a treatment. Brands always been the mantra in advertising. But clients and advertising people have a very different view of bands to civilians… the people who are going to be watching the TV commercial. When you’re treatment writer, you need […]
Continue readingCreative LIAisons: Vegas style!
It was a blast to have been part of the Great Guns #storiesin6 workshop with Unilever that brought the thunder at the Creative LIAisons training for a new generation of top creative talent. In less than three hours, they created absolute killer 6 second ads. Creative LIAisons was conceived based on conversations between LIA and […]
Continue reading(SUIT UP + SHOW UP) x 3000
“You can’t think your way into right action, but you can act your way into right thinking.” is a foundation idea pinned by the man who started 12 step recovery. It’s a success principle that works in every aspect of life. It’s the idea that the neuroplasticity in our brains is caused not by thinking […]
Continue readingWHAT’S YOUR 生き甲斐?
Being at the LIA Awards in Vegas made me think about a Japanese concept that means a reason for being. Your “ikigai” is usually used to indicate the source of value in one’s life or the things that make one’s life worthwhile. I’ll show you mine if you’ll show me yours.
Continue readingSIX SELLS 💋
Not everything that happens in Vegas, stays in Vegas. At the London International Awards in Vegas last week, I caught up with an old colleague from Shanghai.He reminded me that ‘雷劲’ was the Chinese translation of my name at JWT HK. It means “thunder power”. Well… it was a blast to have been part of […]
Continue readingTHE MOST PRECIOUS COMMODITY IN THE WORLD.
Is it time, money, freedom, something else? All those things are definitely important, but it turns out one of the most important things to cultivate is how and where you place your attention. In a noisy, crowded world with an abundance of information and things coming at us every day, it’s never been more important […]
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