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WWW.BONEHOOK.COM
David Burn
University of Texas
Guest of Professor Lewis
Creative Director/Copywriter
8 March 2022

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#LearnWithAEF

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My social footprints
TWITTER
• @davidburn
• @bonehook
• @adpulp
INSTA
• @dburn

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My Advertising Story in
3 Bullets
Worked for seven agencies in five states before
starting my own practice
Carved out a specialization in content marketing
Now, I wear multiples hats as the owner of a small
shop

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Why I Work in
Advertising?

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Why Do You Want To Work
in ADV?
1. Why do you want to work in advertising?
2. What ad campaign(s) do you greatly admire and hope to
emulate one day?
Please take a minute to write down your answers.
answers.

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Ads Can Solve Powerful
Problems

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The Bonehook Brief
1- What business problems will the new brand campaign solve?
2- Describe your brand promise…
3- Describe the primary audiences that we need to reach…
4- Describe the main benefit(s) we need to communicate…
5- Why/how is this one main benefit better or different from the competition?
6- Describe the tone, or personality of the brand…
7- What specific actions are we trying to invoke with the new brand campaign?
8- What does success look like?
9- Project Mandatories

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Brand ID Is The
Foundation

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Brand ID is the Root of
Brand Story

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Bonehook Methodology
• Research Before Strategy Strategy Before
Concepts Concepts Before Execution
• Mutual Responsibilities and Shared Accountability
Create Winning Teams Winning Teams Create
Breakthrough Work

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Crispin’s Way

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Crispin’s Work for
Domino’s Pizza

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Tips for Recent Ad Grads
Research before you
reach out
Explain why you’ll be
a good fit
Get creative with
what you send and
how
Develop patience and
a deep reservoir of
faith and inner resolve
Humility and kindness
leave a great
impression

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Don’t Pollute
Advertisers have a responsibility to the public
Learn to care about your client’s customers
(almost as much as you do your own career
advancement) and you will move forward fast

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Learn from the Legends
ADPULP.COM

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Make Something Great
Happen
“Advertising justifies its
existence when used in the
public interest — it is much
too powerful a tool to use
solely for commercial
purposes.”
–Howard Luck Gossage

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Thank You!
REACH OUT WITH
QUESTIONS OR
COMMENTS.
E:
DAVID@BONEHOOK.COM