Go sit some place comfortably with some markers and try to really come up with a concept rather than an execution. Mal MacDougall Chief Creative Officer Christy MacDougall Mitchell, New York Don't try to be crazy. Don't try to go to your computer and think you can do something off the wall. Do something within a very narrow strategy. The narrower the better.
Simplicity is what's going to work.
You cannot win a Kelly award with a complicated message. Get to know who is really reading that magazine. Decide whom you really want to talk to. Narrow it down to a tiny few people. Then you know exactly who is reading this golf magazine, fishing magazine, fashion magazine or gardening magazine.