Finding the Magic in Christmas Advertising

"Christmas waves a magic wand over the world, and behold, everything is softer and more beautiful"  - NORMAN VINCENT PEALE Christmas is a special time...

Writing better briefs … and setting projects up for success

Creative briefs underpin the function of the advertising industry. They work to inform the creative approach and delivery of marketing campaigns. Connecting the creative...

The power of storytelling in marketing

"We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories"...

The Power of Packaging and How to Elevate Your Product

"A retail package is the last and best chance to make a sale" - Marty Neumeier Product packaging serves many functional purposes, such as storing,...

The key to advertising effectiveness is creative commitment and truly great...

"Creative Commitment correlates very tightly with effectiveness – campaigns get more effective in terms of sales, brand building, market share and profit effects the...

Establishing a Culture and Language of Creativity to Inspire Creative Work

  "The riskiest thing is to be boring. You need an element of risk to make great creative work. You also need to foster a...

Understanding The 5 Stage Creative Process to Help Maximise Your Creative...

  "Creativity doesn't wait for that perfect moment. It fashions its own perfect moments out of ordinary ones" - Bruce Garrabrandt Creativity as discussed previously, is...

The Five Elements of Divergence Which Underpin Advertising Creativity

Last month we explored the critical role creativity plays in driving advertising effectiveness and success, noting its influence on boosting sales lift and recall. But...

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