Tag Archives: advertising

The 6 fundamentals of effective creative development research

Posted on February 11, 2015 by gthebash

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 →

Posted in Advertising, Communications, Creative development, Market research, Qualitative research | Tagged , , , , | Leave a comment

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

Posted on February 5, 2015 by gthebash

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

Posted on January 29, 2015 by gthebash

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 →

Posted in Advertising, Brand positioning, Brand strategy, Communications, Marketing | Tagged , , , | 2 Comments

What makes a great communications proposition?

Posted on January 27, 2015 by gthebash

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 →

Posted in Advertising, Brand positioning, Brand strategy, Marketing | Tagged , , | 7 Comments

If you can only research your ad idea once before you make it, what research should you do?

Posted on January 23, 2015 by gthebash

A TV advertising idea is rarely so brilliant that no-one feels the need to run some research before they commit the production money. But it is not uncommon that, by the time you get to a script you’re comfortable with, … Continue reading →

Posted in Advertising, Communications, Market research, Qualitative research | Tagged , | 1 Comment

I’m a celebrity (in an ad), get me out of here

Posted on July 4, 2013 by gthebash

Why do we love some ads featuring celebrities and hate others?  Is resorting to celebrity endorsement the lowest form of advertising, a substitute for a real idea, or can using a celebrity make an idea and a brand come alive?  … Continue reading →

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