Whether it’s qual, quant or O.T.S, ROI, A/B testing or big data, when numbers turn up in marketing they must be obeyed. They’re distilled and translated into ‘rules’. Everyone wants their next campaign to be better than their last, but applying these ‘learnings’ to creative work often kills it. It can feel uncomfortable, because what’s being said makes total sense, but the effect is to complicate and make your ad more like every other ad out there. The ones youRead more
Month: December 2019
Minneapolis, U.K.
I’ve spent over thirty years working within a few square miles of Soho Square. Historically, it’s where the majority of the client’s headquarters were situated. It’s also where country’s magazines, photographers, printers, film companies based, so it became where the bullseye for the country’s ad agencies. Leaf through a bunch of awards annuals and you’ll be hard pressed to find work from another city. Birmingham and Manchester pop up periodically, but not regularly. But in the eighties, one city turnedRead more