Want to watch an entertaining video? It’s an infomercial for Chatbooks. I had nothing to do with it; US agency Harmon Brothers made the ad. They claim it’s had 75 million views and 467,000 shares. The version I saw on YouTube had only 16 million views. Even so, that’s a figure you’d expect of a […]
Isn’t there a lot of talk about storytelling these days? Marketing gurus stress its importance. Apparently, 80% of UK adults want brands to tell stories as part of their marketing. There are now annual surveys of the Best Storytelling Brands. And a recent forecast on Campaign Live, The Year Ahead in Creativity, predicted that, once […]
What I learned judging copy at D&AD 2012 – plus some tips if you’re entering next year. If you’re a copywriter, art director or designer, you know that it’s easier to criticise than it is to create. I was reminded of that back in April when, instead of creating, I spent a day in the […]
For its size New Zealand has produced a lot of excellent creative work over the years. I asked a Kiwi art director why this was so. He said agencies there work closely with client decision makers. Does that happen in London? Maybe it did a few decades ago, but in my experience, it’s increasingly rare […]
You’ve probably heard it a million times: “No one reads long copy.” But is it true? Copy is text. People read long text all the time, in the form of news articles and blog posts – like the one you’re reading now. And they read it because it’s interesting (to them at least). So maybe […]
According to research, shoppers make an average of 70% of their purchasing decisions at the point of sale.* That gives marketers a brilliant opportunity to turn those people into customers in the store. The trouble is, retailers won’t always let you advertise on in-store posters or shelf wobblers. So what can you do? Look at […]
Some say traditional advertising is dead. Or dying pretty quickly. They say we’re living in a post-advertising age, where the “interruptive” ad no longer works. I say nonsense. Below are examples of companies using old media to grow their digital-age brands. Before jumping ahead though, allow me to indulge in a little rant. Not so […]
Nine brilliant campaigns/ideas from 2010 that I wish I’d done Below is a collection of some of my favourite ads and marketing ideas, done by others, from the past 12 months. I’d have liked to include some long copy and a piece of offline DM, but I couldn’t recall any examples that had really wowed […]
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