Tag Archives: planning


Recently, the brand agency, Aesop, published a simple guide to planning. The Five Cs of Planning. It’s a wonderfully concise summary of the basics of strategy. It got me thinking about some other C-words. Good, bad and ugly c-words.  Read more on WATCH OUT FOR C-WORDS…

Ceci n’est pas un creative.

Ceci n'es pas un creative

Ceci n’es pas un creative*

Some years ago, when I worked at a large and famous advertising agency, there was something that always amused me. The ‘creatives’ all dressed the same. The place was awash with asymmetrical haircuts, ironic 80s digital watches, plaid shirts, skinny selvedge jeans and high-top, brightly coloured Nikes.

Read more on Ceci n’est pas un creative….

Congratulations. Your strategy’s showing.

What’s the worst thing you can say to a planner?

OK, not that one, the other one.

Alright, not that one either.  Read more on Congratulations. Your strategy’s showing….

Watch your tone

The idea that it’s “not what you say, but the way that you say it” has been around for a long time now.  So why is “Tone of voice” invariably the least well written part of any creative brief?

Read more on Watch your tone…

6 degrees of participation

Regular readers (thank you, mum) will know that I get frustrated by the current obsession with getting consumers to ‘participate’ with brands. Read more on 6 degrees of participation…

Ginger Pigs, Talking Dogs and Blue Sky Thinking

I hate it when that happens. I was all set to write a piece arguing that brands should feature other brands in their ads more.

I had a tenuous analogy set up and ready to go – The Avengers.

The point I was going to make was that brands are like Super Heroes. They have super powers that can be used for good or evil, but as the recent Avengers movie demonstrated, they are more powerful when they work together. (I did say the analogy was tenious.) Read more on Ginger Pigs, Talking Dogs and Blue Sky Thinking…

Lessons from the Ad of the Year

So the Golden Summer of Sport is officially over (and after watching Scotland’s miserable football match against Macedonia last night, I can safely say that it is).

The short-term legacy is already clear: a gigantic hangover and a vastly increased vocabulary, encompassing terms like ‘peloton’, ‘omnium’ and ‘repechage’.

But what of the long-term impact? Read more on Lessons from the Ad of the Year…

Campaign Jobs