Veteran Creative Director sharing writing tips, ad wisdom, ephemera || ATL - NYC - SFO || I'm @cricque everywhere || Happy is a choice
Joined June 2008
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461 Photos and videos
Carlos Ricque retweeted
1 Jun 2023
Any brand could own their category, by being the most knowledgeable *about* their category.
Shell did it in the 70s. Their SHELL ANSWER MAN campaign ran for years
...and is a master class in making excellent "branded content".
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Carlos Ricque retweeted
26 Aug 2022
Your ad is an interruption.
Don't make it a rude one.
Say something interesting.
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Carlos Ricque retweeted
22 May 2023
From the rooftops:
830 am client presentations require an 815 huddle so you're showing up ready. Even on Monday.
π€
*Especially* on Monday.
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Carlos Ricque retweeted
24 May 2023
Knowing what you want to say before you start solves 90% of writing roadblocks. So don't "just get started" until your brief is clear and approved.
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24 Mar 2024
If an idea answers the brief, it ought to be shown.
Clients deserve your best thinking.
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7 Sep 2023
Stop cramming your ads with wall-to-wall copy.
You can't tell the whole story in every chapter.
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7 Sep 2023
Don't tell the whole story, tell 90% of it.
Let the reader close the circuit.
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6 Sep 2023
Branding cuts both ways.
I started going to thrift stores in the 90s - still do, when I want something different.
But I'd be lying if I said I don't cringe a little when my kid tells people her rad new jeans are from Salvation Army. π
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5 Sep 2023
Design fun
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2 Sep 2023
Startled.
πββοΈπ¨ .π©
2 Sep 2023
The crash on Telegraph Avenue startled customers of a Chevron station but caused no injuries, police said. trib.al/2jYT2Q8
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31 Aug 2023
At this point can we agree that "I no longer want to receive these emails" pretty much covers it?
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31 Aug 2023
"We don't think we could have changed the outcome. But the scary thing is that we could have changed *us*."
Chiat/Day (their maiden name) lost the Honda account after 5 years. So they took out an ad to tell the world about it.
Masterclass in knowing your own brand & worth.
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30 Aug 2023
Sorry you're so stressed.
You know you didn't *have* to answer that email, right?
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30 Aug 2023
Wise words.
Asking "What if...?" is a powerful creative unlock, but "What if we didn't?" is pretty underrated tbh
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14 Aug 2023
Thinking about Southwest's old tagline and how it might have been one of the all-time great audio brand mnemonics.
"You are now free to move about the country."
youtu.be/c6Ov3hET-k8
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