GUT.

Facts seem to have lost their resonance in may areas today, but in marketing, they’re still king of the castle. They call the shots. Whether it’s big data, qual, quant, O.T.S, ROI, A/B testing, name any marketing abbreviation, if numbers are involved they must be obeyed. These numbers get distilled into rules. It makes sense, who wouldn’t want to use previous learnings to improve future performance? But somehow, applying these learnings to creative work often feels uncomfortable, less like improvingRead more

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