Tag: Marketing
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Stop tinkering, start transforming
One of those big fancy London agencies has come up with an interactive poster site driven by artificial intelligence that changes a variety of colour, type and image to change the creative being displayed depending on how passers-by react. www.theguardian.com/media-network/2015/jul/27/artificial-intelligence-future-advertising-saatchi-clearchannel All things to all people. Sounds cool, until you start thinking about it. Just who…
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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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WHO IS BEST TO LOOK AFTER YOUR BRAND?
FIFA and the world cup is in the news for all the wrong reasons again due to accusations of corruption and dodgy dealing that can only make the beautiful game seem ugly. Those who sell sponsorship of sports, festivals and events argue that it can give your brand instant access to grass roots credibility, celebrity,…
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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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John Lewis Christmas advert – mawkish tosh or sublime positioning?
You’ll have seen John Lewis’ latest Christmas offering by now I assume. If not have a gander. Nice variation on a theme. Young boy pines for his favourite penguin shaped toy to have a little friend as he perceives his toy’s loneliness at a time when no one should be lonely. Blub. Mum and Dad…
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Future Focus
Looking forward to being on the panel at the CIM’s Future Focus event next week…http://www.cim.co.uk/Events/EventDetails.aspx?crid=67071
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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…
Making brands more distinctive 