We can all learn a lot from management consultancies, opines Daniel Cohen, but, when cultures clash, does creativity win? One of the many things that caught my eye about the British Army’s latest recruitment campaign, This is Belonging 2018, was not that it was...
Here’s something I wrote for Creative Moment about a HiFi brand brilliantly positioning itself as specialists in superior equipment – “for the listeners”....
Having spent the last ten days pulling apart volumes of TGI data to once again debunk the ‘millennial myth’, this article from John Lowery pops up and articulates the point so much better. Conclusion: everyone has a responsibility to be smarter....
How the turnaround success of BBC Radio 6 Music shows the power of targeting. 6 Music is one of the BBC’s leading lights, but it wasn’t always the case. It’s been quite a year for me personally. First, I quit a big agency role. Second, M&S became my first retained...
It might be losing share and relevance but if Gillette had held its nerve it could have created something far more powerful. Five things we can learn from its press release. Feted the world over, how many times must Gillette have been told “we need a Like A...
Here’s a piece I wrote for Creative Moment: https://www.creativemoment.co/a-great-try-guinness-emotive-ad-kicks-off-its-sponsorship-of-the-six-nations To the sport and to fans, Guinness is about as credible and authentic a sponsorship partner as they...
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