About Howard Ibach

howard-ibach-optI teach English composition, literature and critical thinking in Los Angeles. I am also a workshop leader, author, speaker and blogger. I teach at  Glendale College and Los Angeles City College.

After almost 30 years in the advertising business, as a copywriter and creative director, I decided to retire my pencil. But the passion I had for the process of creating ads does not have to be set aside. I authored a book for advertising professionals on how to write a document called the “creative brief.” Remarkably, the process of writing a college essay shares basic elements with this document. Basics are basics, and the process cuts across disciplines. Small world.

genesisofgrammarI love teaching and guiding a class of 25 to 30 students. I also love tutoring an individual. If you were to visit my classroom you’d see me working closely with each student as they toiled on their own or in groups.

Whether the setting is large or small, I use the Socratic Method to help each participant discover new modes of thinking. A penetrating question is my method of helping a student find his or her way toward understanding. The key is asking the right questions.

I write regularly about the basics of the creative brief and, from time to time, comment on advertising. I will let others debate the status of the creative brief template and how, or if, it needs to evolve. The brief itself is about content, not form. I remain focused on what goes into a brief, not what the document looks like

Flannery O’Connor said, “I write because I don’t know what I think until I read what I say.” Even though I talk for a living, she describes how I write and think.