Advertising

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.

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

Recapping on the launch of a passion project - a global report on the strategic function in advertising.

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.

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?

It’s hard to work back from Apple to give brand advice to Kleenex… so said the man behind the Cadbury's gorilla.

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

The John Lewis ads in particular point the way for Christmas creative approaches. Forget focusing on product benefits, it’s all about emotional branding.

In which Rory Sutherland argues that ad people have been exploring System One and System Two thinking for years, before it got popular thanks to Daniel Kahneman.

Also known as ‘branded content’. You mean spots? Oh, sorry, long spots. No? Oh, music videos? No? Sorry, you meant online films, right? Actually, what are you talking about?

On the number one ad campaign in the world, based on performance in effectiveness and strategy competitions over the past year.

The big problem: how to get the kids to come and visit their parents more often. The solution: a great, funny, resonant campaign.

One very particular definition of the term.

There's been a hint of spring in the air. And the nicer weather's been matched by increased optimism among both British economic and advertising forecasters.

Getting pricing right is a pretty fraught issue for brand owners. But what should the responsible marketer be doing to make things easier?

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.

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.

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

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.

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

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?

A rough IPO, followed by a bad case of stagefright, followed by some useful guidance on advertising with the world's largest social network.

The Olympics are a prime cause of the industry's quadrennial effect – the lift given to global adspend every four years.

Includes Robert Heath's Low Involvement Processing Theory, the professional competency of chicken sexers and the box office success of the Police Academy sequels.

New research challenges the view that integrated campaigns, broadcast across multiple media, are more effective than non-integrated campaigns.

Some brands make it big; most do not. But why are certain brands successful in the first place? And why does a still-smaller group of brands remain popular over the long term?

Neuroscience is here to stay - and the insights it provides can be far more compelling than those from the traditional focus group.

Societies are always changing - and being able to predict accurately how societies will change in the years ahead is a matter of acute concern to advertisers.

In which John Grant discussed the concept of Co-opportunity - also the title of his latest book.

Online display ads don't tend to be a big part of the typical web user's browsing experience. However, they're now a lot more important for media buyers and publishers.