We call him Bill, and he loves all things “cool” (especially using the word). Our Executive Coolness Creative Director has worked in advertising for more than 25 years, breaking into the industry in Chicago at Ogilvy & Mather Worldwide, Foote Cone and Belding, and Campbell Mithun Esty. He has produced work for many well-known national and international brands including Gatorade, Coors, Sears, Windex, Boeing, Wilson Sports, Craftsman Tools and Mattel.

Nike’s “Just do it.” American Express’s “Don’t leave home without it.” Looking around the corporate landscape can make you feel like a killer tagline is crucial to your brand.

Try new things and take a risk, those are words Ian, our director of digital, lives by. Concepting, designing, creating, testing, tracking, adjusting and analyzing and then starting all over are all on the “to do” list today.

Craig is a native cheesehead who returned to Madison in 2010 after giving Southern living a go for nearly a decade in Columbia, S.C., where he worked as a newspaper copy editor. When he's not pumping out websites, he's enjoying being near family again and attending Badger sporting events. 

Americans throw away an estimated 1.6 billion disposable pens each year and for good reason: They’re uncomfortable and they perform poorly. My goal is to get you, my fellow writers, to change how you think about making marks on paper, to ditch that Bic. Designers have the Creative Suite. Social Media folks have their iPhones, cameras ever ready. You? You deserve a fountain pen.

Log into Facebook, Twitter, LinkedIn or even Instagram, and what do you see? More likely than not, among candid pics of your friends and event reminders you’re likely to see post after post of content from another source.

Everything from news articles to tutorial videos, funny memes or moving gifs, content is being shared everywhere. If your brand isn’t creating content with shareability in mind, you’re missing out on a huge opportunity. 

How are you competing with on-demand start-ups developing products, such as microinsurance? If you’re not tracking this, and a few other trends, here’s a quick update.