Context as a creative opportunity

Ruth Zohrer and Becky Power

Explores great examples of creative use of context to rediscover the opportunities that it offers, and summarises its observations as tangible takeaways for the reader to apply to any future work.

Context’s role in advertising engagement

This article is part of a series of articles on context’s role in advertising engagement. Read more.

They are everywhere – on the internet, in your streets, on TV, in magazines and newspapers… sometimes even on the radio. Chances are you've seen them, talked about them, maybe even laughed at them. In fact, they are everywhere they shouldn't be. They end up doing the rounds on social networks as beacons of what not to do: they are poorly placed ads.

Placement and context are often used interchangeably, yet context is much more than...

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