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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

How Tourism Australia turned Aussies into content creators

This article covers how Tourism Australia invited everyday Australians to participate in building the country’s brand via its #seeaustralia content marketing campaign in Instagram and Facebook.

Selfies and Singlish: How Jetstar is capturing Singapore's travelers

This article outlines how Jetstar, a low cost airline, used local market insights to target Singapore's travelers with viral video campaigns they could relate to.

What brands can learn from John Lewis' years of success

This event report looks at the Grand-Prix-winning Cannes entry, Monty the Penguin from John Lewis and adam&eveDDB London, following a panel discussion on Warc's Cannes Creative Effectiveness analysis.

Western Sydney took him in: How Western Sydney University redefined education branding in Australia

The article explores how Western Sydney University (WSU) used emotive storytelling, social media and event activation to redefine tertiary education marketing in Australia, and provided a focal point of pride for the western Sydney community.

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