Nội dung được cung cấp bởi Creative Brief Workshops LLC. Tất cả nội dung podcast bao gồm các tập, đồ họa và mô tả podcast đều được Creative Brief Workshops LLC hoặc đối tác nền tảng podcast của họ tải lên và cung cấp trực tiếp. Nếu bạn cho rằng ai đó đang sử dụng tác phẩm có bản quyền của bạn mà không có sự cho phép của bạn, bạn có thể làm theo quy trình được nêu ở đây https://vi.player.fm/legal.
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On this episode of Advances in Care , host Erin Welsh and Dr. Craig Smith, Chair of the Department of Surgery and Surgeon-in-Chief at NewYork-Presbyterian and Columbia discuss the highlights of Dr. Smith’s 40+ year career as a cardiac surgeon and how the culture of Columbia has been a catalyst for innovation in cardiac care. Dr. Smith describes the excitement of helping to pioneer the institution’s heart transplant program in the 1980s, when it was just one of only three hospitals in the country practicing heart transplantation. Dr. Smith also explains how a unique collaboration with Columbia’s cardiology team led to the first of several groundbreaking trials, called PARTNER (Placement of AoRTic TraNscatheteR Valve), which paved the way for a monumental treatment for aortic stenosis — the most common heart valve disease that is lethal if left untreated. During the trial, Dr. Smith worked closely with Dr. Martin B. Leon, Professor of Medicine at Columbia University Irving Medical Center and Chief Innovation Officer and the Director of the Cardiovascular Data Science Center for the Division of Cardiology. Their findings elevated TAVR, or transcatheter aortic valve replacement, to eventually become the gold-standard for aortic stenosis patients at all levels of illness severity and surgical risk. Today, an experienced team of specialists at Columbia treat TAVR patients with a combination of advancements including advanced replacement valve materials, three-dimensional and ECG imaging, and a personalized approach to cardiac care. Finally, Dr. Smith shares his thoughts on new frontiers of cardiac surgery, like the challenge of repairing the mitral and tricuspid valves, and the promising application of robotic surgery for complex, high-risk operations. He reflects on life after he retires from operating, and shares his observations of how NewYork-Presbyterian and Columbia have evolved in the decades since he began his residency. For more information visit nyp.org/Advances…
Nội dung được cung cấp bởi Creative Brief Workshops LLC. Tất cả nội dung podcast bao gồm các tập, đồ họa và mô tả podcast đều được Creative Brief Workshops LLC hoặc đối tác nền tảng podcast của họ tải lên và cung cấp trực tiếp. Nếu bạn cho rằng ai đó đang sử dụng tác phẩm có bản quyền của bạn mà không có sự cho phép của bạn, bạn có thể làm theo quy trình được nêu ở đây https://vi.player.fm/legal.
The Brief Bros. is a video podcast about creative briefs, briefing and advertising. It’s hosted by Howard Ibach, former copywriter and creative director and author of two books on the creative brief, and Henry Gomez, an ad agency strategist with 27 years of experience.
Nội dung được cung cấp bởi Creative Brief Workshops LLC. Tất cả nội dung podcast bao gồm các tập, đồ họa và mô tả podcast đều được Creative Brief Workshops LLC hoặc đối tác nền tảng podcast của họ tải lên và cung cấp trực tiếp. Nếu bạn cho rằng ai đó đang sử dụng tác phẩm có bản quyền của bạn mà không có sự cho phép của bạn, bạn có thể làm theo quy trình được nêu ở đây https://vi.player.fm/legal.
The Brief Bros. is a video podcast about creative briefs, briefing and advertising. It’s hosted by Howard Ibach, former copywriter and creative director and author of two books on the creative brief, and Henry Gomez, an ad agency strategist with 27 years of experience.
Our friend Uri Baruchin returns for a two-part conversation. When he joined Henry Gomez and me three weeks ago , we simply ran out of time. It happens. Today, we asked him to expand on a thought: why have brand platforms failed us? It's a master class in strategy. Part 2 is next week.
Henry Gome z and I welcome back our friend Reid Holmes . And together, we celebrate the publication of his book Appreciated Branding . It's an enlightening and provocative examination of how to make mature brands, in Reid's words, "irreplaceable." His prescriptions for brands, according to reviewers, are timely and humane. We begin our chat with a little time travel. We revisit Reid's days leading the creative department at the now-defunct Campbell Mithun in Minneapolis. That's where I met and went to work for Reid. And he shares with us the thinking behind the award-winning campaign for H&R Block, "I got people." Join us as we explore Reid's invaluable lessons for brands.…
We work hard as creatives, strategists and brand advocates. So when it comes to organizing our finances and paying taxes, how many of us are as buttoned-up with the numbers as we are with ideas? This week, we thought we'd pause for a moment and talk dollars and sense. And introduce you to a numbers person who knows creatives, Adeola Mosanya, Founder and CEO of Creatives Accoun t. She is a creative herself, but also dedicates her professional life to helping other creatives with tax prep. And since tax time is closer than you think, The Brief Bros. is happy to welcome Adeola, who is also my accountant. I chose her precisely because she knows and works with other creatives like me. In advertising as well as other creative professions. She's located in Houston, but works with clients all across the US. Pay attention. You might learn something. And a special offer: a free online class for anyone thinking about starting their own business.…
Thanks to our friend and a former gues t, Baiba Matisone , Henry Gomez and I introduce you to Uri Baruchin. Uri is a consulting strategist in London with more than 20 years of agency and brand experience under his belt. And he has more than a few things to say about our industry as he looks back on his career. He is unflinching in his critiques. And grounded in an eruidition most of us should envy. So sit back and listen to a philosopher strategist share his thoughts on the basic strategy frameworks that have failed us. Fortunately, this is only Part 1. We have invited Uri back to dive even deeper into his prognoses and predictions.…
With special thanks to our friend Marc Lewis , dean of the venerable SCA in London , we present Louie Scott (AD) and Giorgia La Vecchia (CW). Marc recommended both these young people who are deep into SCA's portfolio development classes. Louie's path appears like a long and winding road. Giorgia thought she found a creative outlet in the art world. Find out how they arrived, instead, in Ad Land. They joined Henry Gomez and me this week to share their experiences. And talk about their career aspirations. Young and ambitious creatives, pay attention. Like other UK and US-based students who've joined us, these young talents can enlighten you on how to find a dynamic career in advertising.…
Our friend Vivek Kuchibhotla returns to talk about the challenges brands face when they search for a new ad agency. He's a veteran of Leo Burnett, where he worked on Proctor & Gamble, first in Venezuela, then Hong Kong, finally in Chicago. He was then put to work on the global MacDonald's business. Vivek is also on the faculty of the Association of National Advertisers. He teaches a variety of workshops on agency search and managing agency/client relationships. Henry Gomez and I are thrilled to bring back an experienced advertising professional to talk about the intricacies of the agency world too many of us know little about.…
Henry Gomez chats me up today about my latest training, a 90-minute webinar on writing the Single-Minded Proposition. It's one week from today, Wednesay, January 15. Today, I give you highlights of the webinar's take-aways. The training consists of 60 minutes of insights into real SMPs on real briefs, plus 30 minutes of discussion and Q&A with me. Writing the SMP is a challenge no matter how long you've been writing briefs. It tends to cause paralysis by analysis. So in this 10-minute episode, I'll give you a quick tour of what we'll do. Sign up today. Only 25 seats available. Fee is only $89.…
Henry Gomez and I welcome back an old friend, Bob Hoffman . He's here to talk about his new book, The Three Word Brief . It's an incisive and no-holds-barred examination of the ad business and marketing. When Bob speaks, people listen. And on his third visit with us, he has much to say. From the flaws in the agency world to fraud in digital adveriting to frustations with marketing and marketers, Bob's new book and today's discussion will get your 2025 off to a rousing start. Reminder: For a 90-minute live webinar on writing the single-minded proposition contact Howard Ibach at creativebriefworkshops.com .…
Finally, and at long last, George Tannenbaum answers the question on everyone's mind: Is GeorgeCo LLC really a Delaware company? He talks about much more than that, of course. Henry Gomez and I delight in the return of our friend. He's our holiday present to all of you. Consider this our joint thank you for your support over the last year. And the previous three years as well. George joins us on Episode #199. Reminder: For a 90-minute live webinar on writing the single-minded proposition contact Howard Ibach at creativebriefworkshops.com .…
Our guest, Alex Morris , is a freelance strategy consultant who authored a study Creatives on Strategy: Looking Outside Ourselves to Define What Strategy Offers. It is a survey of creatives' thoughts about strategy. And it's the topic of our discussion today. Alex is a strategist of high regard, as evidenced by the comments from his colleagues. “Alex Morris is every creative’s dream strategist," noted Heather McTavish, ECD of Virtue. "All in. No bullshit. Smart as all get out. Kinder than anyone you know. Extremely collaborative and on the money.” So it is refreshing that what he uncovered in this survey pulls no punches. And offers all of us, creatives and strategists alike, a keen window into our working relationship. And makes for excellent conversation. Henry Gomez and I share with you excerpts from the survey. And we talk at length about the natural tension between the two camps who are, after all, on the same side. Reminder: For a 90-minute live webinar on writing the single-minded proposition contact Howard Ibach at creativebriefworkshops.com .…
Ed Tsue , Global CSO at Media Futures Group, a respected and admired strategist in our industry, tells us that the Creative Brief is Dead . Today on The Brief Bros., he defends and expands on his position, first posited in his Medium newsletter a year ago. And thanks to last week's guest Ed Cotton , who reposted Ed Tsue's musings on his blog, Provoke, we found it. And then decided to bring Ed Tsue on to talk about it. It's a lively but never heated discussion, with more than a little push-back from both sides. And I think it's safe to say, both Ed and I learned a few things from each other. Sadly, my buddy Henry Gomez was traveling for work and couldn't join us. Reminder: For a 90-minute live webinar on writing the single-minded proposition contact Howard Ibach at creativebriefworkshops.com .…
When he launched his Substack blog Provoke six months ago, strategist Ed Cotton had a clear goal. He decided to post excerpts from and links to his favorite LinkedIn articles. But he didn't stop there. When a topic struck his fancy, he looked beyond LinkedIn and created a curio box of goodies. Most are strategy related. But his interests reflect the curiosity of a good strategist. Attention, demographics, insights, AI, writing. And then there's the Arctic and food. He even posted on spies and spying. And of course the creative brief . For brief nerds like Henry Gomez and me, this particular post was catnip. And its links to the writing of others with similar interests piqued our interest. We've reached out to some of them. A few will be guests in the coming weeks and months. Today, we probe the curious mind of Ed Cotton, a British transplant with tenure at McCann-Erickson and Lowe. And on major brands like Converse, MINI and Priceline. Reminder: For a 90-minute live webinar on writing the single-minded proposition contact Howard Ibach at creativebriefworkshops.com .…
It's a too-familiar story. Derek Walker, copywriter and agency founder, came to advertising via journalism. When he graduated, he couldn't find work in ad agencies. Instead, he cut his teeth in corporate America. Radio Shack, for one, where as in-house ACD, he worked on the Howie & Teri television spots. As he tells it, his grounding on the client side helped him immeasurably. And gave him a career boost when he eventually got hired by agencies. Including stints at Cramer-Krasselt in Milwaukee and Chiat\Day. Derek's story is inspiration for aspiring copywriters and art directors. If you want a deep knowledge of brands, he tells us, you could hardly do better than to start your career working for a brand. Reminder: For a 90-minute live webinar on writing the single-minded proposition contact Howard Ibach at creativebriefworkshops.com .…
Part 2 with Christopher Owens , head of brand strategy at TRG , formerly The Richards Group. Today, Christopher continues to share his passion for strategy. He talks at length about the dangers of short-term thinking on building brands. Then he addresses the turn away information-driven creative back to creativity and story-telling to make emotional connections. He also tells us about his leadership style, and much more. Christopher's impact on our industry is broad and deep. He has been the Miami Ad School's Program Lead of Strategy Bootcamp for many years. Reminder: For a 90-minute live webinar and customized corporate training in writing inspiring creative briefs, contact Howard Ibach at creativebriefworkshops.com .…
Our guest this week is the man who put us in touch with the author of the famous Kiwi shoe polish creative brief. Christopher Owens , head of brand strategy at TRG , formerly The Richards Group, hired Sarah Walker-Hall. He reached out to us years ago and asked if we wanted to meet this strategist. And that led to a two-part interview on The Brief Bros. Today, Christopher joins us for a two-part interview of his own. He talks about his origins, from his early interests in jazz and architecture to his fledgling beginnings in a small Dallas agency, Gleason/Calise. His leadership at TRG spans two decades, and include Effie-awarding-winning work on GameStop, Patron and Sub-Zero. (He generously donated three creative briefs for these brands to the Creative Brief Archive .) This is a deep dive conversation about strategy and his commitment to training new generations of strategists. For many years, Christopher has been the Miami Ad School's Program Lead of Strategy Bootcamp . Part 2 airs next week. Reminder: For a 90-minute live webinar and customized corporate training in writing inspiring creative briefs, contact Howard Ibach at creativebriefworkshops.com for availability.…
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