When you’re trying to solve a problem, do you just work on it flat out, come up with a solution, then move on to your next challenge? Probably not if you’ve got time. If you’re not under pressure to crack it, you’ll think about it a bit. Then put it to one side while you […]
Over the past few decades, I’ve noticed a lot of the products, services and offers I write about have become have become increasingly complicated. Take, for example, the average smartphone. If you’re looking to buy one, you need to consider all sorts of things, like speed, screen size, camera and which network tariff to get. […]
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. […]
A freelance copywriter friend asked me to look at some ad concepts she and her art director had done. The posters were visually arresting. Headlines were short and witty. And the concepts held together as a campaign. But something was wrong. I just didn’t feel like buying the service they were selling, and I couldn’t […]
There are a lot of things you’re not allowed to do in advertising and marketing. “You can’t say that – the Advertising Standards Authority won’t allow us.” “Can’t show the product, the government forbids it.” “Stick to standard banners, the client can’t afford rich media.” Or “You can’t shoot the ad, we don’t have the […]
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