Take Jim Copacino’s Advice, Make Better Work Today and Everyday

Are you currently working on a bill stuffer for the local utility? Perhaps a flyer that will soon litter windshields in Wal-Mart parking lots across the land?

Seattle Advertising Agency Copacino+Fujikado - copacino + fujikado

Terrific, please stop what you are doing for a minute and consider how awesome your project can be.

Jim Copacino, co-founder and executive creative director of Seattle agency Copacino+Fujikado says creatives need to forget about working for VW, Coca-Cola, Apple, Nike and other iconic brands, and focus on the now.

Too often, creative people sulk because they don’t have a smart client like Snickers, or work for a great agency like Anomaly. But they miss the point: the next great advertising idea is probably on their desks, lurking within a work order or a strategy document. It’s our job as creative people to find the magic and power that’s sitting there and unleash it—even if no one before us has figured it out.

This is great common sense advice that just might free you from yourself and the preconceived notions that hold you back.

Copacino is asking you to be a pioneer who goes places that have yet to be reached. Let’s face it, unless you are working on an iconic brand known for its brilliant advertising, NO ONE before you ever figured it out. Now, it is up to you. What are you going to do?

Make your move.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.