The Feldwick Factor: How effective is 'more magic, less logic'?

Nigel Beard, a former global account director on Unilever accounts, asks: "Unilever recently announced that it wants 'more magic and less logic' in its advertising.

The Feldwick Factor: How effective is 'more magic, less logic'?

Paul Feldwick

Unilever recently announced that it wants 'more magic and less logic' in its advertising. What are its chances of achieving more effective campaigns through this programme?

Nigel Beard, former global account director on Unilever accounts

At the beginning of November, Unilever's marketing chiefs made a high-profile announcement of a new ten-year plan to improve the creativity of their advertising. They wanted, they said, 'more magic and less logic', and to give marketers 'the right to failure'. Most commentators seemed to take this positively. I worked on...

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