People want to be entertained and informed. “Native advertising” does neither. It’s time to look to more traditional campaigns for inspiration.
June 29, 2013What’s the catch?
“Don’t think about the skeleton. Whatever you do, don’t think about the skeleton.” You’re thinking about the skeleton, right? Every time you mention something, you’re drawing a person’s attention to it. So what do you think I start thinking if you tell me “There’s no catch”?
June 4, 2013How to inspire brand loyalty
As somebody who writes this stuff for a living, I consider myself pretty immune to marketing. But today I felt some brand loyalty stirring… what could have caused it? Had I stumbled upon brand loyalty nirvana?
May 16, 2013Why I’ve started talking bollocks
Recently, a friend of mine told me about his new favourite pastime: endorsing people for skills they don’t have on LinkedIn. So I decided to take it one step further and add a skill everyone could endorse me for… I decided to tell everyone I was good at talking bollocks. Here’s why.
May 4, 2013How to “Make it go viral”
“Make it go viral.” The brief that sends a chill down every creative’s spine. Next time you’re asked to make something go viral, explain that there’s only so much you can do. Good content goes viral. But if you’re lumbered with bad content, what can you do?
April 21, 2013Is this the worst ad ever?
An ad doesn’t have to be cringeworthy to be bad, just banal. Ultimately, a good ad should make you desire the product. Here, I take a look at Sony’s latest smartphone campaign — and find it severely lacking.
April 2, 2013Freelance freedom — is it a myth?
People say freelancers have a better life because they get to be their own boss, but they’re wrong — when you’re a freelancer, you have a hundred bosses. What happens when they all want their work done at the same time?
March 8, 2013Stop talking about copywriting, you’re boring me
When you’re a copywriter, everything’s related to copywriting. Books, films, life experiences… everything can be used to make you a better writer. In a guest post, Glenn Fisher of All Good Copy explains how.
February 26, 2013“The experience” is essential when advertising luxury brands
As the creator of Apple’s “Think Different” campaign declares Apple’s new product-led campaigns are inferior to Samsung’s people oriented ones, I ask the question of whether experience should still be the focus of luxury brands.
February 12, 2013Shut up and prosper
“When people work with freelancers, they’re not looking for an expert. They’re looking for a friend. Oh sure, they’ll need to see some clients and projects to post-rationalise their choice, but what people really want is a professional scratching post.” A guest post by Tom Albrighton of ABC Copywriting.