Hasta La Creative!

Category: Beyond Madison Avenue
Summary: How much information is too much information? As a copywriter, I’m asked to write on a wide variety of subjects, from dentures to airlines to bull riding and nail fungus. Before starting a project, I’m in what I call the gathering phase. I’m trying to get information on the subject at hand. Sometimes I talk to clients, sometimes I review their past marketing materials, and other times I’ll interview colleagues. The key, I find, is to have the right questions, so as to uncover the right insights.

Personally, I don’t stay in the gathering phase too long. I like to know enough, but not everything. If the project is a more creative one, say creating a television commercial or an entire print campaign…