Campaigns are always both fun and challenging. Unless it's a well-funded major campaign, 99% of the time, there's a very straighforward objective ("sell ABC number of widgets"... "get XYZ number of signups" ....or something along those lines); a limited budget; and a short timeframe.

     However, I've never been one to simply check the box.

     When creating campaigns I'm always thinking of things like: How can it stand out in the cluttered marketplace? How can the messaging resonate with the target audiences? How can it work across various mediums and channels? How can it have "legs" and continue to expand? How will it deliver the results?

     While I love taking on higher profile projects with large media and creative production budgets, that's rarely the case. Whether large or small, I've been able to consistently create successful campaigns that often exceed objectives—many of which have won awards.