FOR EVERY RHYME, THERE'S A REASON.
THE MAN BEHIND THE GLASS
The solution is often hidden in plain sight, like the fire hydrant (or the man) behind the glass. It takes a particular type of creative whose antennae are always up. I write to learn. I write to understand. The conversation I overheard on Monday may emerge from my mind as a headline on Thursday. My process is much the same. I don’t just tick off boxes on the creative brief, I write to ask the right question and crack the code that will reveal the solution. My process is data-driven, and the art of my strategy is the stories I sculpt as I chip away at the data and uncover the next big idea.
WHAT IS A POET-STRATEGIST?
Raiding THE LOST ARCHIVES
Process is my art form. Like an artist would gather materials, I gather all the available information to begin with. Like a sculptor would cut through form to find the sculpture, I raid the lost archives to find the patterns and truths beneath the brief.
LISTENING FOR THE QUESTION
Stories only take shape if a question guides them. The research talks if you listen closely. When all the research on demographics, market and the brand is done, words begin to repeat from source to source. Customer problems begin to sound like calls to action. These are signs that the research is talking. It is the Poet - Strategist's job to listen.
TELLING THE STORY
It is not enough for the Poet-Strategist to read and listen. He or she must show the idea. I work in teams to translate the story into images, frequently writing the copy for campaigns. By keeping one foot in strategy and the other in creativity, I bridge the two, because my writing is strategic and my strategy is writing. I hope you will enjoy my work and see the excitement I find in my constant process of discovery.