Ron Larson • Creative

In my 20+ years in this industry, I have learned a few things:
Stop making ads. Start making things people find interesting. Concept always, always, always comes first. Don’t start by asking when it’s due. Begin by asking, what do we want to make? Then ask whom we want to build it with. Royalty-free images are that way for a reason. Writing a big set-up for your idea means your idea isn’t working. Sharpies are the best. “I like this idea and this is why” is the best way to present a concept.  Craft matters. When you find a great concepting partner hold onto them with both hands. When you find a good account person tell them how good they are – a lot. Simple is smarter. Smarter is better. And always tell the story not the reasons to believe. True creative isn’t dead, but you do have to look for it.  If you believe this too, we should talk.