Advertising

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.

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Business

The four types of agency-client relationships

Agency/client relationships are getting ever more fraught these days. Anselmo Ramos is here to help.

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Strategy

5 things I’ve learned about the Future of Strategy

While it was a real passion project, it was also based on a big user need: the company’s hardcore fans are planners at ad and media agencies, yet within the marketing industry as a whole, the planning discipline is little-understood and often overlooked.

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Business

What’s the purpose of brand purpose?

With so many heart-warming, CSR-led ads winning awards these days, setting a purpose seems to have become almost a prerequisite for launching a big brand campaign. But many in adland would say these wins are due more to tugging on judges’ heartstrings rather than demonstrating great creativity or solid business results.

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Strategy

How marketers can make people focus

The standout for me was a problem that’s always bedevilled advertisers with a message to get across: once you get people’s attention, how do you keep it?

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Advertising

Kleenex, 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.

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Advertising

Management and Leadership

Management is doing things right; leadership is doing the right things.

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Advertising

Christmas: 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.

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Business

Kahneman, creativity and cocktails

Ogilvy vice-chairman (and ex-head of the IPA) Rory Sutherland argues that ad people have been exploring System One and System Two thinking for years: way before the terms were coined by Daniel Kahneman.

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Strategy

Content and its discontents

Also known as ‘branded content’. You mean spots? Oh, sorry, long spots. No? Oh, music videos? No? Sorry, you meant online films, right? Sorry, I didn’t realize you were talking about sponsored documentaries. Actually, what are you talking about?

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Strategy

Meet the winner of the Warc 100

This campaign, which promoted micro recharge cards, used a cultural insight: in Egypt, shopkeepers often substitute small change for low-value items. So, they positioned the micro credit recharge card as 'Fakka' – small change, handed out in place of these low-value items, and kept alongside the counter in shops.

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Advertising

The 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?

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Advertising

Advertisements...

One very particular definition of the term.

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Advertising

Advertising'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.

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Advertising

A 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?

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Strategy

Why all advertising theories are wrong

There are many ways of defining advertising, but none of them really work on their own. That’s according to no less a source than planning legend Paul Feldwick.

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Advertising

Marketing'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.

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Advertising

Hover cars, branded content and Guanxi

Some opportunities and challenges facing global brands who want to advertise in China.

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Advertising

Can 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.

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Advertising

The art of the heart

Some compelling statistics and research to highlight the potential benefits of the channel to advertisers.

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Advertising

Is 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?

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Advertising

Ad 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.

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Advertising

Nadia 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.

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Creativity

The mathematics of creativity

Robert Heath's Low Involvement Processing Theory, the professional competency of chicken sexers and the box office success of the Police Academy sequels might seem unlikely source material for a single talk, but they nevertheless all made an appearance in John Leach's presentation to the Account Planners Group (APG) in London yesterday evening.

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Advertising

Are 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.

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