The Cannes Advertising Awards are about many things: great work, overblown egos and the latest trends. Damon Stapleton gives a fantastic insight into this crazy event and tries to distil what it’s really all about. “Great perils have this beauty, that they bring to...

With corporations under enormous pressure to control costs, advertising budgets often appear to be a dispensable luxury in the struggle to survive. Executives who succumb to that temptation, however, put the long-term future of their companies at risk, according to...

Recently we developed a campaign for one of our clients, Willard Batteries, which demonstrates what is commonly referred to as an integrated marketing campaign. Quite simply this means bringing different channels together to deliver a message to the target audience...

It’s challenging to maintain responsible brand marketing in a tough economic climate. As in sailing, the instinctive reaction is to ‘batten down the hatches and ride out the storm’. The problem is that you won’t go anywhere of your choosing, you will have no control...

Brands latch onto emotional ads because they work. Emotional ads aren’t just likable, they also drive higher conversion rates. According to a 2016 Nielson report, “Emotions are central to advertising effectiveness,” and ads that generated the best emotional response...

If you were looking for an analogy to express what marketing is all about, look no further than fishing. It has it all. Identify the type or species of fish you are looking to catch – your target market – say, rainbow trout. Find the perfect bait – what will attract...