Makes you think: why some brands want to be a choice simplifier
We have thousands of thoughts every day. No wonder we look for mental shortcuts.
Distinctly different: unique brand assets are a crucial first step towards a sale
There's a difference in distinction and a distinction in being different.
You talking to me?
Individually targeted ads can make us feel uncomfortable. They also might not be quite as effective as we think.
Strategy column: Lately, we've let things slide
Too much PowerPoint presenting is getting in the way of clarity of thought, empathy and trust.
Charles Vallance: Brand capital is the best defence against inflation
Creative thinking and distinctive assets can help conquer Christmas budget fears.
In praise of logic
Any creative endeavour needs to pay close attention to detail, but never at the expense of the end-user.
Only connect!
Why it's time for the industry to stop prioritising content over connectivity.
What's the point of the proof point?
Why hard product truth always lies behind any emotional selling proposition.
Getting to the point
The enforced brevity of social media means people are getting to the point faster. Brands must sit up and pay attention. Or fail to win that of their consumers.
Is your funnel top-heavy, bottom-heavy or perfectly proportioned?
The founding partner of VCCP warns of the serious risks that come from overinvestment in performance media.
The latest wave for brands is the need for immediacy
The latest wave is the need for immediacy
The modern and ancient brand paradox
Plus ça change, plus c'est la même chose – VCCP's chairman reflects on how little things change.
The Era of the Ear
The ad industry has long been obsessed with consumers' eyes, with discourse around eye-catching work pretty much standard. But thanks to the explosion of audio streaming, digital radio and podcasts, the ears are making a comeback. Sit up and listen.
How loudly will the twenties roar?
The end of the 1990s downturn was marked by a flowering of British commercial creativity – and something similar could be on the cards in the years to come.
Charles Vallance: Protect the Engine
The ad industry must not let process and structure distract it from looking after the very thing that powers it.
Plan Like an Optimist
The VCCP chairman reflects on the importance of optimism now more of the crisis is likely behind us than ahead of us.
Why a little means a lot
Video communication platforms are only 90% a substitute for real meetings – and we might be missing out on the 10% that decides so much of what happens in our marginal world.
Endlines are still the first word
Endlines might not currently be fashionable but they still have value
A glass half full
There are some positive news, but we aren't ready for that yet.
This is our great interregnum
Today's interregnum will measure the gap between Covid-19 being brought under control and it being eliminated. We are improvising in a waiting room off the main event.