Tag: design
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Keep it Simple
Life in marketing seems ever more complicated. The recent Cannes Lions (International festival of Creativity if you didn’t know) presents a myriad of awards including categories for Cyber, Mobile, Promo & Activation and Brand Content & Entertainment. As you’d expect there is also Press, Film, Direct and Outdoor but they seem side-lined by the new platforms…
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WRITING A GREAT CREATIVE BRIEF.
I am as guilty as the next person of writing woolly creative briefs. There’s a real craft to writing a really succinct brief and it’s an equally important part of campaign development as copywriting or art-direction so getting it right is an integral part of a campaign’s success. So here’s my quick and hopefully useful…
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THE MESSAGE OR THE MEDIUM?
Which is more important the message or the medium? Automated media buying online or programmatic advertising is all the rage at the moment. Lots of the big FMCG brands are flying the flag and joining media networks that can supposedly supply the right ad to the right person a million times over at the flick…
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YOU CAN’T HAVE EVERYTHING
Summer is over and the lazy days of the team gazing into a Mediterranean sunset whilst sipping an ice cold beer and ordering another side of calamari are long gone. To prove the point the last month has seen us deliver our quickest ever website design and development project. And it wasn’t even for an existing client…
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GETTING THE PITCH RIGHT
I know you’ll find this hard to believe, But we didn’t win a pitch last week. I still need to have a debrief with the client to find out what went wrong. And that’s the interesting part. Has anything actually gone wrong when you’ve done the right thing? We could have put ideas in front of the client…
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Can you be creative on a Monday morning?
Yesterday was the first working day of March. As usual for a Monday we had a stack of projects to start, continue and complete. And all needed creative input. Every individual has a more creative period in the day. For some its morning, others late at night and some are useless until the weekend is…
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People Power
We’ve got a new Designer joining us shortly. We’re very excited about it too. It was an interesting process finding the right person. You’d think it would be as simple as saying we need them to do X,Y and Z and then find someone who had the experience or capability to do it. But like finding…
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Nothing left to add
Apologies in advance for getting all philosophical, but a couple of things have happened serendipitously over the past week or so that need noting. One was finding a quote that was quite interesting and the other was being asked to a pitch. At Front Towers we probably spend far too much time discussing and arguing…
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The Credibility Gap.
Fantastic! Exciting! Amazing! Brilliant! Astounding!. Really? Does that describe your vacuum cleaner, city break, ‘phone or cappuccino? The things you buy might actually make you feel good – relaxed that you’ve made the right decision or a little smug that you’re in the know. But amazed? It’s unlikely, unless you have the attention span and…
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Duped by brands?
Would you feel miffed if your favourite quirky, good for you, smoothie brand was owned by a sugar-swilling, fizzy pop uber brand? Or the independent coffee shop whose wifi you were nicking for the price of a small espresso turned out to be backed by a multinational giant like Tesco? The BBC reports that many…
Making brands more distinctive 