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Key reading

V/Line Guilt Trips

Why creativity ain't what it used to be

James Hurman discusses the changing nature of creativity. He argues that creativity is becoming embedded throughout organisations rather than just in communications. Campaigns mentioned in the article include 'Guilt Trips', a product innovation that boosted business at transport provider V/Line.

Treating music as an afterthought

Binet and Carter on why planners should pay more attention to music choice in TV ads.
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To celeb or not to celeb?

An analysis on whether the use of celebrity in ads is impactful and persuasive.

Must marketing be serious?

Les Binet and Sarah Carter argue that light-heartedness helps creative ideas to surface.

Convey emotion through storytelling

Five tips for better storytelling in advertising.


Latest articles

Telling stories to the digital generation

This article reveals the results of a survey of 2,000 UK consumers to find out their views towards online brand storytelling, a trend that is fast becoming the de facto choice for brands.

The power of storytelling: how Philips rebranded as a health business

This event report looks at how Philips, the electronics company, has gone about repositioning as a healthcare business.

Project Everyone: How the UN targeted a campaign at 7bn people in seven days

This article discusses a global campaign for the United Nations, which aimed to reach everyone on earth in a week with news of its Sustainable Development Goals.

Why emotion now drives Honda's advertising strategy

This event report addresses how Honda, the automaker, is using emotional advertising as a differentiator in a highly competitive category.

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