MERCEDES-BENZ C-CLASS SPORTS COUPE: ‘Shiny?’

Discounting premium products can be risky. It can take decades to build up a premium positioning for a brand, to give their products a value beyond the materials and man hours that have gone into their making. Once you start discounting you risk making it feel less special, because people know that, generally, products get discounted because they aren’t selling, if they aren’t selling it must be because nobody wants them. MERCEDES-BENZ PROBLEM: A stock-pile of C-Class Sports Coupe’s. They decidedRead more

NOT IN-CAMERA: Giles Revell.

Where did you grow up? The sleepy town of Sawbridgeworth, it’s on the Hertfordshire and Essex border. When did you take your first picture? There was no eureka moment, I inherited my grandfather’s Silver Ilford Sportsman.I do remember being intrigued by its beauty; a matt silver finish with shiny brown hinged leather case. I wore it across my waist in my early teens, but had no idea what I was doing with it. It felt sophisticated, technical, way beyond anything I’d ever come inRead more

LOOT: Scruffy product = scruffy ad.

Capture or create a brand’s personality? When you’re producing a new campaign they’re your options. Although it’s not always possible, I prefer using what’s there, either physically or perception to fabricating something. Your work has more chance of resonating with the public if it feels to authentic, to feel authentic to them it needs to tally with their views of the brand. E.g. If your bank, for so long the sensible, staid pressence in your life starts talking like aRead more

MERRY DOWN: Year 1.

“We have a bit of an image problem with Merrydown, its main constituency appears to be students and street tramps.” Chris Carr, Merrydown Chairman. These were the only Merrydown ads we could remember seeing. (Written by Chris Wilkins.)Six sheets and fly posters were booked, so posh, long copy ads like those were out. The creative department came up with various routes, some good, some less so. Who’d have time to look at a picture, read the explanation below, then check out whoRead more

ANNUALS: D&AD 2004.

In 2004 Nick Bell became President of D&AD, one of his first duties was to choose the designer for the next annual. He chose me, or CDD to be more precise. Back in 2004, the D&AD Annual was one of the few places you could get a concentrated hit of good advertising and design, consequently they were collected. Getting the chance to design one was a great honour. 1st IDEA: If a thought is printed in the D&AD Annual it’s considered out ofRead more

ANTI-SMOKING: Free can be expensive.

Every so often, a newspaper or magazine will call up asking for some ads. These can be anything from ‘If drugs were legalised how would they market themselves?’ to ‘How should banks communicate post 2008?’. Strangely enough, one such brief helped me secure my first job in advertising; ‘How would Vets advertise if it became legal for them to do so?’. (The concepts below ran in Marketing Week, probably helped turn my trial into a job.) (Hang on a minute… ‘HowRead more

CHRISTIAN AID: The client may be right.

I once pitched for Christian Aid. It’s an emotional subject matter, I got emotional. Sean Doyle and I wrote lots of very angry ads, essentially trying force people to reach into their pockets and save a starving child’s life. We won the pitch. We met our brand new client, Claire. She said, rather sheepishly, ‘The ads… we like them, but they look so gloomy, and… well, we’re all quite positive around here and wondered whether they could look a bit more upbeat?’Read more