philosophy If I have a creative credo it's this, If you want people to listen to you, you have to say something. Advertising that doesn't take some sort of real stand is a complete waste of time and money. Now, taking a stand can mean taking a unique position, expressing a strong personality, adopting a bold visual style, bucking conventional wisdom, taking an unexpected approach, you get the picture. "We're great!" isn't gonna get it done. What's more, that stand needs to be something the market actually gives a damn about. (Too many clients just talk to themselves.) That's why I never accept ordinary for an answer. The expected, the safe, the run of the mill, call it what you will, you won't get it from me. I want my work to break through the clutter. To touch hearts and minds. To involve people. Whether it's thoughtful, wacky, profound, irreverent, loud or serene, it will have impact. It will make a statement. It will say something. It won't please all the people. Just the right ones. So I dig to find the unexpected. The stone left unturned. The missing link. You know, the road less traveled that puts clients way out in front of the pack. If that means rewriting a weak creative brief, or doggedly questioning strategies, so be it. What I won't do is blissfully follow directions that make no sense. On the other hand, if a strategy is right on, or a brief is solid, I'll try like hell to execute it to the highest level possible – no matter what kind of creative style that means. If your clients (or you) are ready to say something, and you're looking for a writer (full-time or freelance) who won't give you the ordinary, give me a call.