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Why brands now approach sports sponsorship with caution
Sports sponsorship has always had glamourous appeal - which brand doesn't want to increase its status by being linked to competitiveness, action and success? But of course for all the high octane thrill and drama often associated with sponsoring a te...
Has Abercrombie & Fitch's CEO really made a 'Big, Fat, marketing mistake'?
Abercrombie & Fitch's CEO, Mike Jeffries, is currently under fire about his comments on excluding people who don't fit with the brand.
Brands need to be more original on Instagram
Celebrities are increasingly using Instagram to endorse products, but the problem is they are doing it so badly, writes Richard Alford, managing director at M&C Saatchi.
On the Campaign couch
Dear Jeremy, there have been a lot of new senior staff ap pointed at my agency recently, leaving us all a bit unsettled and unsure of where the character of the agency is heading. What s the best approach: team up with other members of the "old guard...
Here's to the non-conformists
So one of football s managerial greats has gone. Sir Alex Ferguson s era is finally over. The BBC s chief football writer, Phil McNulty, sums him up in three words : "Charismatic, explosive, contrary." It is the latter that explains his brilliance,...
Combining ads, digital and PR is what brands demand
Advertising agency sets up a PR arm. Hardly a new phenomenon. In recent years, Karmarama created Kaper and the gaffers of Golden Square added M C Saatchi PR to their Talk PR spin-off. But what makes Beattie McGuinness Bungay s creation of Seven Dial...
Creatives can still win war with number-crunchers
Campaign s front page last week carried the following dispiriting phrase: "triggered by staff changes in the procurement team at Mercedes headquarters in Stuttgart, Germany". A fragment calculated to dim the joy in even that zaniest of toothsome c...
A view from the top
Saturday am: PIA303 Lahore to Karachi, a chance to review the last three days with Taher Khan. Pakistan is one of our fastest-growing markets. Afternoon is "free". Why do I love Karachi so much? Untamed energy, ultimate melting pot, little conven...
A view from the bottom
I ve just read, on a fascinating new Tumblr, that you know you ve been in advertising for too long if you think "impactful" is a word and you wear a woolly hat indoors. I m a relative newbie, so this news makes me scratch my head (beanies can reall...
The easy way to judge a creative agency: look at what's on its walls
If this sentence doesn t grab you, then I m wasting my time. That seems to be the general rule with articles we use the first sentence to determine whether the whole thing s worth reading. I ve been thinking about this recently because I ve been ...
Arif Durrani: Reflection as well as celebration at Nabs' Big Bash
It was a night of mixed emotions at the Nabs Big Bash last week. More than 1,000 people gathered to support the charity's glittering annual fundraiser at Battersea Evolution, in what also formed the focal point of its centenary celebrations. But it w...
On the Campaign couch
The passing of Margaret Thatcher has left me feeling unexpectedly bereft. I am not a staunch Tory but, having begun my career in the 80s, for better or worse, the Iron Lady s presence had punctuated my salad days. I suddenly feel very mortal. Can you...
The best a brand can get? Well, Grey's having a go
Another week passes and another feather makes an appearance on Grey London's plumed titfer. Gillette's worldwide advertising business was shifted out of BBDO and into the Grey network after a pitch played out on a global stage.
A view from the bottom
"It ll be great. Just smile and you ll be fine." That was my boss advice at the start of the week as I went off to deliver my first-ever official client presentation. On this occasion, the smiles were very much of the nervous variety this was a bi...
A billion-dollar mistake is just around the corner for electronic adland
One of my first jobs was as the regional account manager on the Fiat dealer account. I made sure the dealers ran ads that Fiat HQ was happy with and one of my first tasks was managing the announcement that the fabulous Fiat Tipo had been awarded the ...
A view from the top
Overseeing a global network of more than 7,700 employees, operating in 132 offices around the world, makes travel a large component of my job. I am often in airport lounges more than my own kitchen, but travelling has always been a personal passion.
Google Glass or iWatch? There's only one way to find out...
In a meeting with our digital heads last week, speculation was rife on this issue. It boils down, I think, to functionality, although fashion clearly has a role in establishing who wins this next zeitgeist battle.
Wanted: hungry start-ups prepared to take a bullet
Adland is nothing if not enterprising. We see another shop opening its doors this week in the shape of Lucky Generals. This comes hard on the heels of Hello People and in the recent wake of Joint, Now, The Corner etc.
Arif Durrani: C4 heralds joined-up approach to BT Sport
Channel 4 scored an important goal last week by landing the three-year ad sales contract for BT's new sports channels, and it will kick-start an exciting new commercial offering for the broadcaster.
If we want to have great ideas, it's time we started talking about depression
Last month we had Depression Awareness Week, a week that couldn't be more relevant to the Advertising and Creative Industries.
The New Breed of Sports Rights Holder
As Reid Hoffman, co-founder of LinkedIn states, 'Detroits are everywhere'. He's referring to how once-great companies, like those at the heart of the motor industry, are losing their leadership positions more frequently and quickly than ever before.
Creativity training...what does it actually mean?
Can you train people to be more creative? Aren't some people just more creative than others?
Arif Durrani: Facebook's UK advisory board creates a stir
Facebook created something of a stir last week when it unveiled its first UK advisory board, comprising senior brand and agency marketers.
On the Campaign couch
Dear Jeremy, As a regional network leader, I spend much of my time travelling in different time zones. As rewarding as meeting our talented people often is, I would be lying if I said it didn t take its toll. What happened to the idea of technology c...
They're big and clever, but televisions just need to have an 'iPhone' moment
I've always thought of myself as a top TV geek, always on the latest trend, a voracious absorber of new channels, programmes and technologies. I realised the other week that the reality is a little different. We'd wandered into our enormous but incom...
A view from the top
Landed in Dakar, Senegal. Not on agency business, though I have made countless other trips to Africa to see our clients and offices.
A view from the bottom
In 2011, back home in Athens, I sold my car to fund my mission to get a career in the UK ad industry.
The marketing spring is nigh and is running on digital
Spring seems finally to have arrived. There's blossom everywhere as I write (I am aware it could be snowing again by the time you read this!) and there is a smile on the face of Londoners who have been braced against the cold for too long so far this...
A warning for those plotting a digital shopping spree
LBi London's office was transformed last week into a mini conference suite populated by sharp-elbowed suits. Publicis Groupe was showing off its recent acquisition of Shoreditch geek chic by using its Brick Lane basement as a venue for an investor da...
Carping about Sorrell's pay is missing the point
The amount that other people get paid is inherently intriguing to those of us who work for a living, driven by a sense of self-value and justice. But since the credit crunch, the conversation around executive pay has gained an extra edge.
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