Essays

• On the Matter of AI Marketing ToolsMay 20, 2026
• On Headlines: The Most Expensive Sentence You Will Ever WriteApril 9, 2026
• The Long Copy Argument, RevisitedMarch 8, 2026
• What Bernbach Knew That We Have ForgottenFebruary 24, 2026
• Restraint Is Not TimidityJanuary 8, 2026
• A Letter to Junior CopywritersDecember 17, 2025
• Why Your Brand Does Not Need a PurposeNovember 7, 2025
• The Disappearance of Craft in Modern AdvertisingOctober 13, 2025
• Concerning the Proper Use of White SpaceSeptember 23, 2025
• Why AI Cannot Write a HeadlineAugust 8, 2025
• Jasper, ChatGPT, and the Question of CraftJuly 10, 2025
• AI and Art Direction: What Is LostJune 27, 2025
• AI, Research, and the Death of IntuitionMay 17, 2025
• Can AI Write Long Copy? I Tested It.April 8, 2025
• The Golden Age Was Not GoldenMarch 19, 2025
• The Death of the TaglineFebruary 15, 2025