How We Make Advertising: The Creative Process

Keith Reinhard

Good morning. I appreciate the opportunity to discuss advertising with you today.

Before we begin, however, I'd like to call your attention to a phrase the young people use today one which I find bluntly expressive. They say – and I quote from some young people who live in my own family: "This is where I'm coming from, Dad." Now, while it's true the phrase ends with a preposition, (and is frequently followed by some kind of proposition) the meaning is clear. "This is where I'm coming from" is a fresh, idiomatic way of saying: "Consider what I am about to say in the light of my own background."

Before you hear what I have to say, I submit that you're entitled to know "where I'm coming from," too.

I grew up in a small town in Indiana, and I've spend most of my life in the midwest. I have spent almost all of my business life in the advertising field – first as an art director, then as an advertising writer, and later as a creative director. I have found advertising to be a useful and honorable profession, one which has offered me many challenging opportunities to do what I consider to be meaningful work.