The (Long Forgotten?) Art of Long Copy
Some months ago I was discussing the demise of long copy advertisements on a train journey with Rory Sutherland: I asked him if thought the amount of time we spend online had shortened our attention...
View ArticleBrand Building Takes Time AND Talent
The lead story in this week’s Campaign about Pfizer looking for a retained European agency a for a well known pharmaceutical product reminded us of the award winning advert for Vitta Farma: So we...
View Article8% More Bang For Your Media Spend in 3 Days
We love this advert by Saatchi & Saatchi for Visa called Football Evolution: The concept behind Football Evolution is itself an evolution of an earlier ad by Saatchi & Saatchi called Running...
View ArticleCan a 30 Sec Spot Be As Effective As A 60?
We are often commissioned to answer variations of this question so we thought it would be good to share an example. We showed The Word, an award winning advert to 30 viewers while we tracked where...
View ArticleDoes the collective subconscious of 90 people make a better judge than 1...
Gerry Moira Chairman & Director of Creativity, Euro RSCG says that this is a great ad: He awarded it best ad of the month in The Anna’s saying “Against a long term car park of ads with shiny metal...
View ArticleIs Market Research Precisely Wrong?
There is a fundamental problem with most market research. David Ogilvy, the ‘Father of Advertising’, recognised it: “People don’t do what they say, don’t say what they think, and don’t think how they...
View ArticleThe Emperor’s New Sneakers
EyeTrackShop claim to be able to eye track a home based panel of participants using standard low resolution webcams. It’s a big claim that could revolutionise market research. We were interested to...
View ArticleAward Winning Adverts Irrelevant and Incomprehensible?
It may come as a surprise but this insight comes from Millward Brown in the recent article “Creative Effectiveness” (ADMAP, Nov, 2012). In the article Millward Brown writes that ads which won IPA,...
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