Carlos Ricque

Veteran Creative Director sharing writing tips, ad wisdom, ephemera || ATL - NYC - SFO || I'm @cricque everywhere || Happy is a choice

[Carlos Ricque @cricque]

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".

🧵
👇

[Carlos Ricque @cricque]

Your ad is an interruption.
Don't make it a rude one.

Say something interesting.

[Carlos Ricque @cricque]

From the rooftops:
830 am client presentations require an 815 huddle so you're showing up ready. Even on Monday.

🤔
*Especially* on Monday.

[Carlos Ricque @cricque]

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.

[Carlos Ricque @cricque]

If an idea answers the brief, it ought to be shown.

Clients deserve your best thinking.

[Carlos Ricque @cricque]

@Phillip_Oakley Have you tried https://t.co/ZNLXYUYeCS

[Carlos Ricque @cricque]

@jason_fox Yeesh. That's so true it hurts.

[Carlos Ricque @cricque]

Scheduling 3 "revision rounds" on Day 1 of a project
says a lot about your plans to stand up for the work.

[Carlos Ricque @cricque]

@Schwartzie14 🥇

[Carlos Ricque @cricque]

@jason_fox Congratulations!

[Carlos Ricque @cricque]

Stop cramming your ads with wall-to-wall copy.
You can't tell the whole story in every chapter.

[Carlos Ricque @cricque]

Don't tell the whole story, tell 90% of it.
Let the reader close the circuit.

[Carlos Ricque @cricque]

Jobs in his grave, just spinning right now

[Carlos Ricque @cricque]

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. 😅

[Carlos Ricque @cricque]

Some days you take your wins where you can.

[Carlos Ricque @cricque]

Design fun

[“paula” @paularambles]

love this lil easter egg in the stockholm subway train design

[Carlos Ricque @cricque]

Startled.

🏃‍♂️💨 .💩

[San Francisco Chronicle @sfchronicle]

The crash on Telegraph Avenue startled customers of a Chevron station but caused no injuries, police said. https://t.co/w06QfygpwF

[Carlos Ricque @cricque]

At this point can we agree that "I no longer want to receive these emails" pretty much covers it?

[Carlos Ricque @cricque]

Irony, party of 1 ... your table's ready.

[Carlos Ricque @cricque]

@jason_fox Yup. Trying to think of a shop who might do something like this today. Maybe Mischief?

[Carlos Ricque @cricque]

"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.