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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.

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

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.

A priceless strategy for growth - and why MasterCard is no longer 'the best way to pay'

This event report considers how financial services brand MasterCard is repositioning itself as a lifestyle brand rather than a simple payments brand.

1 eureka moment, 2 famous ads, 3 reaps the rewards: How behavioural science helped 3 mobile build a famous brand

This article describes how 3, the UK mobile operator, shifted its advertising strategy from a rational, persuasion-based model to a seductive, emotional approach based on behavioural science, which grew its brand considerably.

When joys of consumption have shades of grey

This paper explains how 'grey' emotions can act as triggers to consumption or to an enjoyable post-purchase experience, as well as how qualitative research can provide tools to better tap into these emotions.

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