Effective campaigns and brands are built upon opinions. This is why you shouldn’t ask AI to create them. Charlie GosPorT - that’s what I call Chat GPT (see what I did there?!?). Like all employees, tools, software and resources, ...
When budgets are tight, but video still matters: re-record, don’t fade away. We’re living in a time where marketers are being asked to do more… with less. Back in the 2008 recession, advertising and marketing budgets were hit hard, ...
Back. Again. Just. Different! How single power words can transform your marketing Every now and then, a single word changes everything. Not a manifesto. Not a clever metaphor. Not a beautifully art-directed campaign. Just… one word. The kind of ...
Will AI ever be able to create the big audience-influencing idea? There’s no doubt about it. AI is incredible. Like many creatives, it’s now part of my workflow. It’s the latest tool in the pencil case - and one ...
Effective creative requires a ride on the Limbic Express Producing effective creative (or what I call 'commercial creative') is much like being a travel journalist. You see, you can’t sell a destination without going there. You have to see ...
You don't just need any ol' creative, you need 'commercial creative'. "Where do good ideas come from?". I've produced a lot of award-winning marketing and advertising. More importantly, I've produced a lot of commercially successful marketing and advertising. And of ...
This 200-year lie about Napoleon’s height can help you kill your competition. Unlike Napoleon, I'll keep this short. Yes, you read that correctly. "Unlike Napoleon". Because despite what you've heard, especially given the prominence of the somewhat un-PC term "Napoleon ...
McD’s ‘raise your arches’ raises an important brand lesson (and how to avoid a disciplinary) Every so often, a good ad comes along that gets our chins wagging. Usually, we have to be good girls and boys and wait until ...
3 things Sesame Street perfected, that'll transform your content marketing Like good ol' Elmo, I'll keep this article short and sweet. At the time of writing, Sesame Street has aired 4,561 episodes (which according to one Reddit user, would take ...
What’s your marketing’s S.T.A.R? And why does it matter? Looking back, I was quite the brand ambassador as an 80's kid. I vividly remember repeatedly reciting the likes of; "They're grrrrrrrrrrreat!" "Makes the milk choc-latey" "TRRRRRREEEEEEOH! TREEEEEEEeeeeeOH!" These propositions caught ...