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fromMedium
5 days ago

The first taste of Joy

Most people think creativity begins with a brief, but it rarely does. Instead, it begins with a kind of restlessness and a refusal to accept an obvious answer. In advertising, the obvious answer is usually very available and easy. We typically show the product and the largest possible logo, clearly display the price/discount, and feature a happy customer. We make sure we say words like new, delicious, now open, and sale large enough in marketing copy so that people buy the product.
Marketing
Marketing
fromCreative Review
5 days ago

Most Creative Advertising Agency: Mother

Creativity and a purpose-first order of priorities drive sustained award-winning advertising success and high-impact campaigns across major brands.
Marketing
fromThe Drum
3 months ago

Andrew Tindall: Debate over Pepsi Super Bowl ad proves we're too obsessed with distinctiveness

Overemphasis on distinctive brand assets risks stripping advertising of emotion, showmanship and profit-driving power, limiting creative effectiveness.
Marketing
fromThe Drum
3 months ago

Politicians acting like marketers, London's creative output criticised: Editor's Overview

Advertising creativity appears to be declining despite abundant awards and data, which may constrain bravery; politicians increasingly use targeted social-media marketing.
Marketing
fromThe Drum
3 months ago

We've got to let go of the past - and learn to love today's great work

Data- and evidence-led marketing improves recession resilience and recovery speed, while performance focus has narrowed advertising's creative ambition.
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