Today we obliquely discuss the important contributions of C+C Music Factory to the discipline of advertising. Based on the tweet: As extreme reactions to advertising are actually quite rare, our goal most often is to shift a “huh?” to a “hmmm.” 

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Today we use exposition to discuss why, when it comes to the work, we should use as little exposition as possible. Based on the tweet: Exposition in ads serves two purposes – to plainly explain what you’re selling and to painfully admit you have no real idea how to sell it.

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Today we discuss how place is an important part of determining if your potential new client is a potential Walter White. Based on the tweet: If you really want to know what kind of client you may be dealing with, have the chemistry check meeting at their place instead of yours.

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Today we chastise a certain, special type of creative director. Based on the tweet: If you actually want clients and consumers to find favor with the work, play favorites with the concepts instead of the creatives. 

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Today we discuss the necessity of looking outside ourselves and the industry for both knowledge and inspiration. Based on the tweet: Thinking outside the box begins with exploring the world outside your bubble. 

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Today we discuss a fact that is good for the greats and humbling for everyone else. Based on the tweet: A great ad surprises with its very existence.

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Today we discuss the benefits of not having wall-to-wall media placement while admitting to a modicum of ignorance. Based on the tweet: White space also does wonders for media plans.  

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Today we discuss the theoretically proper order of things even if they practically operate in parallel. Based on the tweet: Focus on the weight of the message before fretting about the mass of the media. 

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Today we discuss the dangers of writing copy that is really just bullet points disguised as prose. Based on the tweet: Few things choke a brand’s voice faster than a list of mandatory copy points. 

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Today discuss one of the many things in advertising and life that isn’t new but apparently isn’t well-known. Based on the tweet: If you want new thinking, ask new questions.

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