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On the Campaign couch

 

On the Campaign couch

Sometimes, particularly at the start of a new year, I look back at readers questions that, for some reason, I didn t answer when they first arrived. My most common reason for failing to come up with an answer is because I couldn t think of one and d...

 

On the Campaign couch

Accepting the idea that everyone has the potential to be creative, can we also stress there are certain processes and expertise that are necessary for successful implementation this is not as easy as it looks, is it? I don t want to sound too ha...

 

On the Campaign couch

I m a chief marketing officer with an unabashed passion for advertising. Is it ever wise to consider jumping the fence? By all means consider. Considering doesn t cost you anything. But, before you jump from consideration to activation, please rea...

 

On the Campaign couch

Does where an agency bases its headquarters matter? Yes. Because agencies have been instructive examples of brands since long before an understanding of brands became as centre stage as it is today. As with any brand, an agency s reputation is bui...

 

On the Campaign couch

Andrew Ingram writes: In a recent writing workshop, we were discussing the front-page content of a PR company s website. It was about 200 words long and rather vague, talking about outcomes, delivering change, 360-degree reputation management and 24...

 

On the Campaign couch

At the recent Account Planning Group conference, one of the speakers said agencies should improve their clients products rather than spend their time trying to differentiate parity products to consumers. Is this the end of marketing as we know it? ...

 

On the Campaign couch

I run a small but perfectly formed agency where we pride ourselves on our relationship with our clients. I am under pressure from backers to grow our client roster and have been invited to work for a small but growing political party whose view of th...

 

On the Campaign couch

Should advertisers be held to their straplines? I expect you re thinking about Benjamin Careathers. Some time in 2013, Careathers drank a can of Red Bull and discovered that it didn t give him wings. But he s a sophisticated chap, Careathers; he...

 

On the Campaign couch

I m working for a local agency of a big network. We re struggling to build our creative reputation. The network keeps on foisting bad global clients on us and making us run their mediocre global creative. How can I rescue my agency s reputation? O...

 

On the Campaign couch

I work in the creative department of a marketing services company. My boss is great but just a little bit dull. I suspect that I am far more creative than him. How can I make our output more creative in spite of his lacklustre judgments? It s poss...

 

On the Campaign couch

What s the trick to giving good feedback to work? Never forget that you re looking into someone s pram. I m assuming that, by work, you mean advertising creative work in its earliest and most inchoate form. If its parents could have their wishes ...

 

On the Campaign couch

Dear Jeremy, How can I improve my persuasive skills? By improving your ability to read other people s minds. Jean Aitchison is a professor of language and communication at the University of Oxford. In 1996, she delivered the Reith Lectures for t...

 
 

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