Advertising
Does oxytocin hold the answer?
Advertising / Brands

Does oxytocin hold the answer?

by Richard on Aug 8, 2012 • 8 Comments
Chances are that you will be familiar with the properties of oxytocin. Whether male or female you will have enjoyed the sense of warmth it creates just after orgasm, if you are a mum you will probably have experienced its effects during childbirth (indeed its name comes from the Greek ōkytokínē meaning ‘quick birth’) and...
Adland entrepreneurs
Advertising / Brands

Adland entrepreneurs

by Richard on May 23, 2012 • 4 Comments
Pair 27 were made by Amanda. I know that because she has signed them next to the unique reference number that allows you to record and the life of your jeans at their history tag online. These are of course no ordinary jeans these are Hiut Denim jeans named after the founders David and Clare...
Gossage - the overlooked legend?
Advertising / Heroes

Gossage – the overlooked legend?

by Richard on Oct 30, 2011 • 3 Comments
I have always felt it’s important to honour and respect the legends of our business. The Ogilvys, Bernbachs, Abbotts and Hegartys. Whatever one might think of their work now its clear to see that they were revolutionaries on their own times. But there is one legend that rarely gets the recognition that he deserves, certainly...
Why I hate targeting
Advertising

Why I hate targeting

by Richard on Oct 22, 2011 • 8 Comments
Image courtesy of Rebecca Ellen I have always been deeply suspicious of targeting in advertising. I don’t really mean the practice of placing communications, engagement and utility into the lives of the people most likely to buy. That does seem pretty sensible. No, the thing that bugs me is an obsession with targeting and optimisation...
Positioning versus execution - why the BA ad is not shit
Advertising

Positioning versus execution – why the BA ad is not shit

by Richard on Oct 5, 2011 • 11 Comments
Image courtesy of Mike 926 I have just finished reading Creative Mischief by Dave Trott. I think its really rather good. He is a first rate storyteller with a no nonsense approach to business, brands and communication. He reminds us that we can get too obsessed with the new and newfangled and bypass common sense...
Hegarty on Advertising
Advertising / Books

Hegarty on Advertising

by Richard on Jun 4, 2011 • 5 Comments
Image courtesy of Johnnie Walker Espana. “Do not go gentle into the good night but rage, rage against the dying of the light” Dylan Thomas. Sir John Hegarty’s thoughts and memoirs, packaged together in Hegarty on Advertising (Thames and Hudson), must be amongst the most eagerly awaited stories from the world of advertising. This is...
The price of everything the value of nothing
Advertising / Provocations

The price of everything the value of nothing

by Richard on May 18, 2011 • 6 Comments
Chateau Petrus, sadly the ’78 is missing. Image courtesy of cDubya. One of the key tenets of behavioural theory is that we value more the things for which we pay more. The more expensive the wine, the greater quality we believe it to be and the more that we value it. So how come this...
Advertising

Crimes against participation – part two

by Richard on Feb 23, 2011 • 5 Comments
2194435613_ac937565e0.jpg

Image courtesy of freefotouk.

In the last post on participation I talked about the after thought issue that dogs many participatory campaigns and three easy steps to engagement heaven. I now want to deal with the second issue, the performing monkey syndrome.

T Mobile - Welcome back
Advertising

T Mobile – Welcome back

by Richard on Oct 30, 2010 • 5 Comments
I have stopped posting work from Saatchi’s on adliterate because that’s not really what this blog is all about but I thought I had to put up the new T Mobile ad. Shot at Heathrow’s terminal 5 on Wednesday, the three minute version launched last night on 80 UK TV channels in a simultaneous roadblock....
Advertising / Planning

Creating inspiring briefs – a note to clients

by Richard on May 10, 2010 • 4 Comments

This is a short paper I wrote for Clients to help them create better briefs for their agencies and therefore get more effective work out of them.

Lets start with a clear definition of roles – for the people and documents involved in briefing.

Clients are marketing professionals and brand guardians. You understand what performance the business...

Advertising / Saatchi & Saatchi

Probably the best post in the world

by Richard on May 8, 2010 • 2 Comments

This is the new Carlsberg commerical from Saatchi & Saatchi aimed at galvanising the nation behind the England football team over the summer in South Africa.

It's based on the idea that Carlsberg don't do team talks but if they did they would be the best team talks in the world. In truth the ad is...

Credit where it's due
Advertising / The advocate

Credit where it’s due

by Richard on Apr 27, 2010 • 3 Comments
John Lewis on London’s Oxford Street. Image courtesy of Timothygareth This is the new John Lewis ad from Adam & Eve. I guess in a way is easypeasy to create emotional advertising for John Lewis, after all thats what we got in spades last Christmas with the ‘sweet child of mine’ spot. Trickier to do...

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