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Key reading

V/Line Guilt Trips

Why creativity ain't what it used to be

James Hurman discusses the changing nature of creativity. He argues that creativity is becoming embedded throughout organisations rather than just in communications. Campaigns mentioned in the article include 'Guilt Trips', a product innovation that boosted business at transport provider V/Line.

Treating music as an afterthought

Binet and Carter on why planners should pay more attention to music choice in TV ads.
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To celeb or not to celeb?

An analysis on whether the use of celebrity in ads is impactful and persuasive.

Must marketing be serious?

Les Binet and Sarah Carter argue that light-heartedness helps creative ideas to surface.

Convey emotion through storytelling

Five tips for better storytelling in advertising.


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This article provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

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Emojis: Pepsi's new weapon in the cola wars

This event report covers Pepsi's emoji-led marketing campaign, where these images will be added to product packaging and employed in various marketing contexts in more than 100 countries.

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