Occasionally, very occasionally, a client will ask me how they should judge their advertising. It’s easy to tell a terrible ad from a great one. But often the gap between the ads you are judging is smaller. The range is more likely to be – average to quite good. Or quite good against great. I’ve heard some creative people advise that ‘If it’s right, you’ll feel it in your gut’. Sometimes true, but not helpful. I tend to give themRead more
Month: April 2015
Is the world turning?
I risk sounding like a bad planner here. At least he ones that make a trend out of a coincidence. Over the last decade I’ve watched creativity in advertising shift. Simplicity used to be king. It was the mountain all creatives attempted to scale. All over the globe you’d find creatives giving themselves aneurysms by trying to tell stories using as few words and pictures as possible. ‘Minimum means, maximum meaning’ as the great Abram Games put it. Why? Simple stands out more than complicated.Read more