Don’t Cross Your Words
Recently I’ve taken to doing the City AM crossword on my morning commute. It’s not exactly a difficult endeavour, but it helps to get my brain in gear.
Crosswords are all about succinct communication, as is advertising.
Both crosswords and advertising are exercises in problem solving. Starting with a blank canvas, with only clues to help one solve the problem, it doesn’t really matter how one gets to the solution. The importance is that you get there.
From now on, I’m going to strive for clear, succinct work.
To define the problem and outline the solution as quickly as possible. I don’t want to be hemmed in by the medium that the brief outlines. I feel it detracts from the idea. It causes dilution. The best solutions won’t come in the form of a TV, radio or print ad, but in the idea itself.
The idea is King, and it should dictate the medium.