The last thing a good advertising designer or graphic designer or art director does is good design.
Listen, Write, Design, includes tactics and strategy in that order as the second and third items in solving a client communication problem. (Ask us why, or read Bottom-Up Marketing.) Then we follow with concept, copywriting and design, typography, production.
But what comes first before tactics and strategy?
Problem definition! Which may mean challenging the client. Deep Zen breath. Exhale. Ask away it if it makes sense.
Never use this word in a a headline
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