Throughout my advertising career, I’ve worked on packaged goods, automotive, beverage, healthcare, consumer finance, b2b, and just about every other category, rising from a junior at a regional shop to chief creative officer of a major New York office—winning nearly every award along the way.

Lately, as a freelancer, I’ve been writing everything from brand narratives to complete campaigns for a wide variety of clients. I work in any medium, from broadcast to social, but my favorite is the manifesto because it’s the most essential expression of the idea. I work with agencies, directly with brand teams, or even straight to the entrepreneur.

I believe that great advertising, like all storytelling, begins with great writing.

So why shouldn’t it end with your logo?