Author Archives: gthebash

6 reasons why I still love this job after 30 years

In 1987 I jumped ship from my job as an account supervisor in advertising to become a qualitative researcher.  It was much more a case of escaping from a problem than running to a solution.  But qual turned out to be much more than … Continue reading

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Why is Movement like Stormy Daniels?

Now, keep up! Stormy Daniels is not the sequel to the Beast From the East, but the name of the porn star Donald Trump’s lawyer paid in exchange for her silence about her extra-marital affair with The Donald in 2006. … Continue reading

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It’s tough being a grown-up: the challenges of Middle Age

As part of the course I recently completed on counselling and psychotherapy with WPF in London, I researched and wrote the following essay on Middle Age and the psychosocial issues that arise during this lifestage.  Naturally, being ‘of a certain age’ myself, … Continue reading

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The 6 fundamentals of effective creative development research

Research is often blamed for the destruction of great creative ideas. And to an extent it’s true: the wrong type of research, undertaken with the wrong aims and executed by the wrong people, can be disastrous. But, handled in the … Continue reading

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What do you do when your agency can’t produce the goods?

When a brand’s advertising has consistently underperformed for years, the marketing team’s instinct is usually to blame its agency. But the culprit is often closer to home. A new client came to me last year with a problem. Their iconic … Continue reading

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Why clever communications propositions usually aren’t

It’s much easier to originate a great creative communications idea from a strong proposition. Communications propositions should be as creative as the creative ideas they inspire. Too often, they are anything but. In an earlier blog, I talked about how … Continue reading

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What makes a great communications proposition?

However unfashionable it may be, I am inclined still to think of the ‘proposition’ as being the heart and soul of any communications brief: the single thought that, if absorbed by our ‘target consumer’, will engender the response we seek. … Continue reading

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