Advertising
Not-so-hot coral
It’s always a pain when an ad isn’t worthy of what’s being advertised. Which is why seeing this spot from Monzo the other day felt like a particularly hard kick to the stomach.
ReadKleenex, Apple, brand love
It’s hard to work back from Apple to give brand advice to Kleenex… so said the man behind the Cadbury's gorilla.
ReadManagement and Leadership
Management is doing things right; leadership is doing the right things.
ReadChristmas: British Adland’s Super Bowl
The John Lewis ads in particular point the way for Christmas creative approaches. Forget focusing on product benefits, it’s all about emotional branding.
ReadThe story behind ‘Guilt Trips’
The big problem: how to get the kids to come and visit their parents more often. The big insight McCann had for their client, V/Line, a train operator based in Melbourne: why not aim the message at the parents, not the kids?
ReadAdvertising's economic impact
Following a winter of what seemed like unbroken rain, there's been a hint of spring in the air these past couple of weeks here in the UK. And the nicer weather's been matched by increased optimism among both British economic and advertising forecasters.
ReadA pricing primer
Getting pricing right is a pretty fraught issue for brand owners. But what should the responsible marketer be doing to make things easier?
ReadMarketing's Big Lie
Ever get suspicious that your Facebook friends are having too much fun? That the lives of people you follow on Instagram are too fabulous to be believed? It's all part of marketing's big lie.
ReadHover cars, branded content and Guanxi
Some opportunities and challenges facing global brands who want to advertise in China.
ReadCan ads do good?
Some may deride this idea as corporate greenwashing, but the idea of brands 'doing good' as well as making a profit is becoming an increasingly hot topic.
ReadThe art of the heart
Some compelling statistics and research to highlight the potential benefits of the channel to advertisers.
ReadIs advertising a science or an art?
Is advertising success achieved through incremental research, careful checking of data and sound planning – or is it more to do with the creative eureka moment?
ReadAd tips from Facebook and YouTube
A rough IPO, followed by a bad case of stagefright, followed by some useful guidance on advertising with the world's largest social network.
ReadNadia Comaneci's Olympic campaign
The Olympics are a prime cause of the industry's quadrennial effect – the lift given to global adspend every four years due to the happy convergence of major summer sporting events and the US presidential election.
ReadAre integrated campaigns effective?
New research challenges the view that integrated campaigns, broadcast across multiple media, are more effective than non-integrated campaigns, which either advertise on a single channel or take a laissez-faire approach to merging channels.
ReadCo-opportunity: Making a slightly better world
In which John Grant discussed the concept of Co-opportunity - also the title of his latest book
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