Art & Commerce: Cold Sweat

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Virtually from birth, we creatives are led to believe that great work should somehow make clients feel uncomfortable. Make them sweat. Suffer a few heart palpitations. The client’s initial reaction should be a queasy feeling or a sudden nervous twitch. If arm pit stains don’t spread like a brush fire, then we haven’t done our job. The work is too safe.

But in my nearly two decades as a copywriter, creative director and, now, agency partner, I’ve found just the opposite is true.

Great work is most often readily apparent to the client.



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in