If you can measure it, you can improve it. If you are measured, you will game it
Why targets can be both good and bad, making context and nuance key.
Embrace change... and perhaps chaos
In the new communications economy, change is continuous and accelerating, and we must be open to new learnings.
Immediate and overall purpose: what's the difference?
Here's why everyone you work should be clear about what they are doing there.
When ads are welcome
The reports of advertising's death have been greatly exaggerated.
48 ways to transform creativity, act 10: build communities
Building a community can enable a brand to get support from the crowd but also boost its success and profitability.
Don't let customer experience get lost in a brand-building silo
The necessity of making sure that every aspect of a user experience is easy and smooth is more crucial than ever.
Why brands should invite everyone in
I have never felt like I belonged to any segment that I have heard talked about by clever planners dissecting media tribes.
How to carve out an asymmetrical advantage
To win in 2023, you will need better use of data and better imagination than your competitors, while creativity will become ever-more crucial.
Why advertising has got better
Yes, the 'golden age of advertising' is no more, but things have come a long way since the industry's overriding purpose seemed to be the maintenance of the societal status quo from the 1950s.
48 ways to transform creativity, act nine: strip it back
Take a lesson out of music producer Rick Rubin's book: do less, return to the essence and you just might find greatness.
Why it can pay to agree to disagree
Consensus is not always a good thing as it can preclude diversity of thought.
Why we should be allowed to make mistakes
Making mistakes is important, they can engineer vital change and make subsequent success feel even sweeter.
Sex sells: a proposal for sexuality offsetting
Yes, sex sells, but unprotected sex costs lives, curbs choices and represses opportunity, so, just as our industry has adopted carbon offsetting, it should also adopt a sexuality offsetting responsibility.
Ensuring the price is right
Rocky times may lie ahead, so it's important to consider all the variables when pricing products.
48 ways to transform creativity, act seven: go outside
Whether physically or metaphorically, remove yourself from the interior and enjoy the benefits such a switch can offer.
'The past has a vote, not a veto'
We are in danger of continuing to follow the advertising rules of thumb or heuristics of the past in a world that we know has changed irrevocably.
Why our industry should be more Wimbledon
We could all benefit from the transformation offered by adopting tennis' 'second serve rule'.
My free pass to Cannes and what it taught me
Because I went for free to this year's event, I was particularly determined to make the most of it, so here are five things I learned while there.
48 ways to transform creativity: act six
There are 48 techniques that can transform the creativity of the work that you do. Here’s the sixth: exaggeration.
Why branding might need a rebrand
There has been a worrying drop in the effectiveness of advertising in the UK, according to Warc's rankings, and it is a decline that we must not ignore.