“If the client still proves refractory/Show a picture of the factory. Only in the gravest cases/Should you show the client’s faces”……”But if your logo is a horse/Maybe you should show remorse.” The Lloyds Bank advertising, consistently well shot and purely ...
Read More »Putting the case for British ad creativity
Debate rumbles on about the state of British ad creativity and here’s a short Campaign film from Cannes with some of its advocates. It’s a promoted film so no-one’s going to say it’s in a rut – that’s putting it ...
Read More »Jess Murray of Talon Outdoor: understanding the science of effective Out of Home creative
The launch of our creative testing tool, Talon Canvas, has helped identify some key insights to answer this question. Using eye-tracking technology, the tool measures levels of attention to different zones within a piece of creative, creating an understanding of ...
Read More »UM’s Adam Morton: data vs. creativity isn’t zero-sum
Based on a number of industry events, I find it surprising that arguments still rage around data vs creativity or technology vs humanity. It’s not a zero-sum game. Data, analysis and modelling have become integral parts of advertising – and ...
Read More »Paula Coral: what I’m going to do about it
It was an important year for the 3% Conference. Not only because of their 5th anniversary, and highest attendance ever, but also the conference’s message of inclusivity and unity felt more relevant and urgent than ever before. In the face ...
Read More »Giles Keeble: the trouble with ‘Big Data’ is that it leads to executions rather than ideas
Watching ‘The Great British Bake-off’ I realised that cooking, and perhaps baking in particular, is a perfect combination of art and science. Isn’t that what agencies have maintained for years about advertising, but perhaps with more emphasis on the art? ...
Read More »Patrick Collister of Google: why there’s never been a better time to be a creative
Patrick Collister, one of the UK’s best-known creative directors and a member of Creative Social, is now head of design for Google Northern and Central Europe. Here he explains why digital has created far more opportunities for creatives who want ...
Read More »Matt Pye: lessons for brands from big Cannes winners
This year was the 61st Cannes Lions International Festival of Creativity (as you may have noticed). Where once it was the annual retreat for advertising agencies and their clients, these days it really is more representative of creativity in the ...
Read More »John Hegarty (and David Droga): why there’s more to creativity than just sitting on a beanbag
Cannes 2014: The Cannes speaker line-up this past week has been staggering. The sublime to the ridiculous. We’ve had actors, musicians, activists, scientists, business leaders, tech pioneers and Kanye West. But sometimes what you really want is to just hear ...
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