Posts

Don’t make Waterstones’ mistake with your posters

The UK bookseller Waterstones [sic] has been doing some odd things lately. Last week, much to the horror of grammarians, the store announced it was dropping its apostrophe. This is not the first instance of the company’s strange behaviour though. Just before Christmas I spotted one of its posters, shown on the left. So, what’s […]

How to ruin your new campaign without realising it

An error marketers sometimes make when judging creative work. The other day an agency asked me to do something odd. They wanted me to rewrite the endline of a new campaign that was at concept stage. It was strange because I reckoned the existing one was very good. So did they. Unfortunately their client didn’t. […]

How to be more original with less

Black Sabbath guitarist Tony Iommi doesn’t have 10 fingers. He lost the ends of two of them in an accident. Since then he’s had to play in an unusual style, which has helped give his band its distinctive sound. In Iran, there is widespread censorship. To find ways around it, film makers there have to […]

What hasn’t changed in 350 years of advertising?

Modern marketing seems so different from older forms, doesn’t it? With things like social media and content marketing, it’s easy to believe that advertising has changed fundamentally. But has it really? On the left is something interesting I stumbled across the other day. You can enlarge it by clicking here. It looks like an old […]

A new life for old media: 10 examples of online brands using TV, print and DM

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 […]

Do you really need an endline?

Whatever happened to the advertising slogan? It hasn’t disappeared; you still see endlines under quite a few logos. McDonalds still says “I’m lovin’ it”. Barack Obama used “Change you can believe in” to help him get elected. And a lot of local brands here in the UK continue to use endlines/straplines/slogans or whatever you want […]

Why are some marketing directors like Stalin?

Can you imagine what it must have been like working for Joseph Stalin? One foot wrong and you’d be heading off for porridge in Siberia. Or worse. So you can sympathise with Alexei Shchusev, a famous Russian architect who Stalin hired to design the original hotel Moskva. The communist leader wanted the hotel to be […]

9 questions to ask about your agency’s creative work

Are you an agency person who presents creative work to your clients? Or are you a marketer who buys it? In either case you want to feel confident that what you’re offering or buying is of the highest quality. The following questions will help you decide the merits, or otherwise, of your agency’s creative proposal. […]