Things about Advertising I’m Pretty Sure Are True.

61 Hawk founder Gary Stein has been in advertising long enough to have a bunch of notes about what works, what doesn’t and how to tell the difference. This collection of short essay is here to help you navigate tough decisions and chart a path to better, more strategic work.

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#1: Art can solve business problems.

If you want to work in advertising, you gotta believe in one odd thing: you can solve a business problem using art.

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#2: Ads need to be meaningful, memorable and motivating.

There are a lot of cool things in the world. Not all of them are ads. Ads need the 3Ms: meaningful, memorable, motivating.

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#3: Strategists only focus on the brief.

You want to give feedback on everything. But you only should give feedback on one thing.

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#4: Media plans are journeys.

Plans are not lists. They are steps to a goal.

A note about content

All primary content is original, direct from a human’s head. Images are AI generated, as is some supplemental material, including things like social posts about the content and some examples. All AI written content is reviewed, adjusted, modified and edited by a human.

Questions about how we use AI to augment our content creation efforts? Let’s chat!