I believe that creative power comes directly from disciplined planning. Nothing frustrates the creative process more than fuzzy thinking in the planning process. Tightly delineating the objectives and strategies by applying the right filters results in creative which features what I call cognitive entertainment. That is, entertainment in the creative product must drive cognitive action. The end result should not be only entertainment satisfaction but should result in action desired: either change in a belief system or behavior. It is no accident that most of the highly applauded Super Bowl commercials of the 90’s and the new decade resulted in virtually no commercial success.

I believe in the power of music and gripping images to convey complex persuasive messages that seem too obvious or self serving for words to master. I believe in the power of story to attract the most difficult customer. And, while I am a writer by trade and an advertising thinker by training, I believe the best advertising is the advertising that does not look like advertising.

In my teaching at one of the nation’s finest universities, my students are the cream of the crop. Year after year, they tell me that they do not read newspapers or listen to the radio. The television is on but it is background noise with the exception of a few shows and the odd sporting event. In the twenty-first century the meaning of and the role of advertising must be drastically different from what it was in the twentieth century. And yet, we see marketers doing business as usual. The automotive industry in this country was once fat and happy. Then, the consumer had choices, and everything changed. The media industry was once fat and happy, and today’s choices are resulting in major change.

I believe in the power of team play. I have been fortunate to work with some of the most talented individuals in the creative industry. The creative work I have been responsible for is the result of strong planning by strong teams. Some of the work on this site I wrote and or produced myself. Some of it I directly supervised. In several cases, I inherited the creative concept and was responsible for bringing it to fruition with new creative teams and new clients. The formula was the same for all: disciplined planning matched with unconventional thought to reach quantifiable goals. And for all of it, I was the creative executive in charge.

Over the years I have worked in the advertising industry, the motion picture industry, the higher education industry, the government and written for newspapers, magazines and the motion picture screen. The skill sets were the same in all. In the past decade, most of my work has been for government and for pro bono charity. I carry high security clearances and a desire to leave my country in a better place than it is. My motivation is to climb the next highest mountain.

Sean Kevin Fitzpatrick