Finding the creative edge: research as flow

Chuck Young, founder and CEO of Ameritest, introduces the concept of 'the Flow State' to effective advertising.

Finding the creative edge: research as flow

Chuck Young

When I was first getting started in this business, a savvy creative director who was very successful at selling his advertising ideas explained to me the creative rule-of-three. 'Whenever I'm pitching a new ad campaign I always bring three story-boards with me,' he said. 'The first is the safe, predictable idea that the client asked for. The second one is a wild creative idea that's way outside the box, which I know the client will feel is much too risky. And the third is the one in the middle. By comparison,...

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