Author Archives: 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.

Giles Keeble: unravelling the mystery of Guinness

Is ‘Made of More’ bollox? I may be slow but when the cloud was floating over NY I didn’t get the metaphor/analogy/fairy tale of the brave little cloud with the big heart/golden lining. Then I saw a few print ads ...

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Giles Keeble: why Dove’s Campaign For Real Beauty campaign qualifies as a Modern Classic

It seems there have always been difficult categories for creative advertising: over the years that would have included detergents, oral care, personal care – including hair products, and yellow fats (there are others) – the brands that creative departments would ...

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P&G’s ‘Moms’ ad is a slice of life Modern Classic

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 ...

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BBH Refuge online video is a viral Modern Classic

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 ...

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My pick of 2012: Guardian, Samsung, Directv, Carlton…. and Grey!

“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 ...

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Do effectiveness awards show advertisers how creativity actually works?

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 ...

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