Lessons for evaluating online video
John GriffithsPlanning Above and Beyond
The effectiveness of online video relies on harnessing the four elements of emotion, reasons to believe, narrative conventions and sense. But it is the way a brand is able to blend a new sensory palate that will make it stand out from the crowd.
Writing a book about the beginnings of account planning delivers the considerable benefit of being able to compare the current state of play in advertising with what the first account planners were dealing with. Those who do not study history are doomed to repeat it....