You are in
The consequence of not having sufficient perspective is that it’s easy to start believing your own publicity, therefore, Malcolm White says, an agency’s most valuable strategic service to their clients is to put the client brief through a constructively sceptical filter.
It has now come to the point that brands have started stretching storytelling too far, turning it from a good way of thinking about themselves into a bad way of trying to connect with consumers, says Malcolm White.
Aesop’s Fables have become embedded in everyday conversation but, says Malcolm White, some of the tales can be used to help solve a number of today’s business, marketing and communications problems, and offers some examples of how they apply.
With a growing negativity towards strategy, is it time to take the strategic debate in a different direction, asks Malcolm White? He thinks strategy can be looked at in an entirely different way and offers a formula to do this.
If words reflect their cultures, then Malcolm White suggests, we need some new words to reflect the reality of the current marketing communications culture.
In the creative communications industry, it feels vital to find exactly the right words but, Malcolm White asks, why not use malapropisms as a resource to define a brand’s essence and values? Close to...
Malcolm White believes that marketing communications should strive to be useful, rather than entertaining, which could also have the knock-on effect of making what marketers and communicators do be regarded as more useful, and maybe more valuable, too.
The eponymous Venn diagram should not be seen as a mere PowerPoint decoration but, Malcolm White explains, can and should be used as a creative thinking tool to unlock potential or seize opportunities.
Malcolm White argues that the diminishing respect being afforded the advertising industry by clients has led it to develop a form of 'impostor syndrome'.
Like the Zeppelins of old, many of today’s technologies fit a ‘pathological’ profile, argues Malcolm White, and more of us need to take control of the way we use our tech, instead of being used by it.
When it comes to addressing the work-life balance, Malcolm White believes advertising should take a leaf out of William Morris’s book and find ways to make work more satisfying, instead of just encouraging people to work more flexibly.
Malcolm White discovers the truth about a legend of broadcasting history, and finds that the only hysteria caused by the 1938 broadcast of ‘The War of the Worlds’ was the one cooked about by a competing medium - newspapers.
Malcolm White wonders how more communication went from being the force for good that would bring humanity together, to being something altogether more divisive.
Malcolm White wonders if marketing's love affair with crowdsourcing is creating a fake news problem for commercial creativity.
Long ago, I had an interview in New York with a well-known advertising agency. In the last of a round of interviews, the head of human resources used a phrase that I've heard with increasing frequency over the intervening years.
OK, that's not strictly true. Actually, it's not true at all.
If I were to suggest that almost every conversation you have about brands is influenced by the thinking of a Viennese psychologist, you'd probably think I was talking about Sigmund Freud.
I've just come out of a dispiriting advertising research briefing and I wish I could time-travel back to 1974.
Malcolm White looks back ... at Rosser Reeves' legacy, not just his fallacy.
About Malcolm White
Malcolm White is Co-founder of Krow Communications. Prior to this, he was executive planning director at Partners BDDH and Euro RSCG. He is the winner of an IPA Effectiveness Award.