In the 1960s, television advertising pioneer Rosser Reeves invented the term ‘unique selling proposition’ (USP). It refers to the unique benefit a brand uses to help it stand out from its competitors, and it has become one of the most well-known terms...
Efficiency can’t equal effectiveness without creativity: DDB
DDB managing director, strategy and innovation Leif Stromnes and chief creative officer Ben Welsh explain how an over-reliance on rationality is endangering creativity in marketing.
