Advertising
A great slogan is a classic route to brand fame. So why have they gone out of fashion?
Why ad creatives default to clichés – and what marketers can do to help avoid them
Ad agencies like to play up their differences. But are they really all that distinct?
How can you be sure you’re getting the best out of your agency?
How do you persuade your agency to think beyond the prevailing creative vogue?
Laddering up to life’s great themes in your ads is pointless if the underlying product floor is rotten
What’s the secret to a successful viral ad? Helen has the answer
Brand excellence counts for nothing if no one knows who you are
Using big ad budgets to start ‘conversations’ is an expensive cop-out
Can ads carry more than one message? Agencies say ‘no’. Helen says ‘yes’
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