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Giles Keeble
Giles Keeble started as a rep (account man) at JWT before moving to BMP. There Stanley Pollitt told him that JWT’s Stephen King had wanted him to become a planner. John Webster encouraged him to become a writer but after a number of years Giles moved to French Gold Abbott and, for a while, did become a planner of sorts.
Returning to writing he went to David Abbott’s new agency AMV followed by WCRS and was then ECD of Leo Burnett for six years. He then returned to AMV before moving to Publicis and then Lowe in Hong Kong at the inception of the ‘World’s Local Bank’ campaign for HSBC. He now works as a writer and strategist as well as running advertising courses for senior clients.
By Giles Keeble on May 15, 2013
I was looking again at Christopher Booker’s ‘The Seven Basic Plots’ and realised that the number of different kinds of ad is also limited. I’m sure I won’t be the first to make this observation and the basic formats may differ slightly and there may be some overlap. My list would include: the Claim, the [...]
Posted in Agencies, Analysis, Clients, Creative, News | Tagged Christopher Booker, Giles Keeble, google chrome, Jim Aitchison, john hancock, modern classics, P&G 'moms' ad, seven basic plots, slice of life, wieden+kennedy
By Giles Keeble on May 7, 2013
Many years ago, Howard Gossage wrote: “people read what interests them- sometimes it’s an ad”. For a ‘modern classic’ this should be extended to see, watch, search for, hear, partake in and pass on. When TV shows boasted 20 million viewers, a good ad would get talked about the next day, in the pub or, [...]
Posted in Agencies, Analysis, Clients, Creative, News, PR | Tagged charity, domestic violence, Giles Keeble, Howard Gossage, Ken Hoggins, modern classic, refuge, saudi government, talkability, virals, worldwide issue
By Giles Keeble on April 29, 2013
This is ostensibly the first of a series on Modern Classics. The first challenge is to decide what constitutes Modern. Should it be from the late 90s when D&AD first introduced digital awards, and Cannes introduced the Titanium Award? Should it, for convenience, be from 2000? That would involve many examples of work already praised [...]
Posted in Agencies, Analysis, Clients, Creative, News | Tagged bbh, bmp, dove, Giles Keeble, Jean-Marie Dru, modern classic, southern comfort, tango, whatever's comfortable, wieden+kennedy new york
By Giles Keeble on December 13, 2012
“I wish I’d done it” is the subjective test for a great ad. Which of this year’s crop of TV ads makes my list? Chipotle? Not really. The Guardian’s ‘Three Little Pigs’? Maybe, but I still prefer Webster’s ‘Points of View’ for BMP (a very different brief, I know). (Editor’s note: Giles didn’t feel able [...]
Posted in Agencies, Clients, Creative, News | Tagged 2012, best tv ads, british heart foundation, canal plus, directtv, Giles Keeble, grey, guardian, samsung, Vinnie Jones
By Giles Keeble on October 28, 2012
The UK IPA Effectiveness Awards, due to be announced late tonight, have value but should be handled with care. The studies make a business case for advertising. The Gunn Report sets out to establish a link between business success and creativity. It is good to see that IPA winners are sometimes also creative award winners. [...]
Posted in Agencies, Analysis, Clients, News, Research | Tagged business case for advertising, gunn report, ipa effectiveness awards, Jeremy Bullmore, measurement, planning, pre-testing
By Giles Keeble on October 24, 2012
At BMP’s party to celebrate the work of John Webster (left) I noticed something he had once written, the gist of which was that in Rembrandt’s time very few people saw his work, whereas millions will see your ad, so “let’s make it good.” If you – as a client or an agency – don’t [...]
Posted in Agencies, Analysis, Clients, Creative | Tagged axe, bmp, cow & gate, direct.tv, John Webster, samsung, Sunday Times, viral, Youtube
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