11 February 2019 • A school of UX design thought posits that technology can become more useful to people if it becomes calm, that it should inform and create calm, that it should take up the smallest possible amount of attention. Gareth Kay explores how these principles might help the advertising industry’s situation.
08 January 2019 • The New Year has traditionally been about making predictions about all the new stuff the industry will do, all the new tech, new companies. What would actually make an impact, argues Gareth Kay, is a renewed interest in the things we do that work, and what can make them better. Here are two ways to make 2019 better.
30 April 2017 • Gareth Kay takes inspiration from an ad that's done the seemingly impossible: uniting all the internet in one emotion. Pepsi's ad drew derision across the board, because the idea of purpose - as a way of doing business - had fallen away to the notion that brands must tell a far grander narrative. Brands should become more comfortable playing a more modest role in people's lives, he argues.
About Gareth Kay
Gareth Kay is Co-Founder at Chapter SF