Advertising Creative Tug McTighe is a Genius!
Posted on June 18, 2007 by C Johnson
Design, Process
His podcast, American Copywriter, is popular with Creatives all over the world and its little wonder why with musings like “Improving your creative life for tomorrow starts today.” A stop-the-insanity plea to creatives everywhere, Tighe’s recently posted podcast is a seven-step guide to regaining your sanity in an environment that is rarely sane. McTighe’s seven suggestions are the stuff of wonderfully common logic that is both refreshing and reassuring. Refreshing in that McTighe is a man with both feet firmly planted on the ground and reassuring in the ‘I’m glad it’s not just me’ sigh of relief it gives you—the overstressed, overworked, underappreciated Creative.
And the seven steps are…
- If you have to revise a concept, the copy or a layout more than three times, you need to kill the idea.
- Do research first, not last.
- Ask for more mandatories.
- Tell the truth.
- And creatives, tell the truth about your ability to get the job done.
- Stop when it’s time to stop
- Don’t blame the creatives for not caring after round of revisions 13.
For an in-depth discussion of these 7 steps, read McTighe’s entire posting
Comments
Leave a Reply
