Daniel Elmslie. Copywriter. Libra.

Not content with growing up on the white sandy beaches of a tropical island, I sought after epic adventures in foreign lands. Somewhere along the way, an advertising bug burrowed deep under my skin and laid its eggs. Fortunately, the parasites were able to flourish in the high alcohol content blood.

To be continued...

Pure genius? Or, just another hack? Here's a few ways to spot the difference.

1. Somewhere, hiding in plain view, is an undeniable truth about the brand.

2. If it's been done, scrap it.

3. Say something that no one else can say.

4. Find out what the audience wants - talk to them, not at them.

5. Hop off the bandwagon - ignore the trends.

6. Fiddle with the brand at your own peril.

7. While ads usually comprise of 5 components, 3 should illustrate your argument, 2 will make it "super", and 1 a "winner".

8. Recognize the importance of empathy.

9. Create advertising that people wish they thought of.

10. If you can't get their attention it doesn't matter how good your concept is.

11. The best graphics can't make a bad concept any better.

12. Never, ever, underestimate the customer's intelligence.

13. Is it smart? Is it simple? Is it bold?

Daniel Elmslie. copywriter - simple bold smart