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Speak Up: Why Your Company’s Voice Matters

Speak Up: Why Your Company’s Voice Matters

Use your words. Your company is a living thing. It’s independent from you, the owner or employee, kind of like your teenager keeping a five-pace minimum from you in Target. Realizing a company is an independent and living thing means recognizing that it needs its own...
Your Customer Wants to Laugh

Your Customer Wants to Laugh

By Melissa McDonald, Creative Director and Head Writer I was recently in one of those popular Japanese stores in the mall. I saw this folder and maybe I’m just too persuadable but I laughed. I wasn’t sure if this was a cultural/translation issue, like was this...
Your Audience’s Brain Loves Stories

Your Audience’s Brain Loves Stories

By Melissa McDonald, Creative Director and Head Writer Brains love stories. Stories give moments meaning, they connect all the dots in our timelines. Some of my favorite stories are the real-life ones that feel a little bit like folklore over time. I love the dishy,...
Why it Works: Life Cereal’s “Mikey”

Why it Works: Life Cereal’s “Mikey”

“He likes it! Hey, Mikey!” How old are you by the measure of a Life Cereal commercial? Are you… Old enough to be Mikey’s mom?Old enough to be Mikey’s brother?Old enough to be Mikey? or Have no idea which means young enough to be Mikey’s daughter? Chances are...

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