Times have changed. Thirty or so years ago Ron Collins did a radio ad for Bergasol in which the voice changed from white to black. There was a Silk Cut ad recreating the film ’Zulu’ in which the cigarettes were ...
Read More »Giles Keeble: let’s see some real copywriting, algorithms!
It’s a strange world in which my computer now asks me to prove I am not a robot. I have written before about ads being written by AI (and the fact that they wouldn’t be worse than many of the ...
Read More »Giles Keeble: Howard Gossage was right all those years ago, we need more generalists
I recently came across a D&AD discussion in which Naresh Ramchandani argued the case for generalists. It reminded me of Howard Gossage, who — apart from being a wonderful copywriter — once set up Generalists Inc. as a sideline. Inspired ...
Read More »Giles Keeble: my (personal) blasts from the past – John Webster’s wonders for BMP
I am trying to remember when I first got excited by an ad rather than advertising. I went to JWT straight from university and I was simply excited by the atmosphere especially when, to a large extent, it was created ...
Read More »Giles Keeble: is modern marketing any better than the marketing we used to know?
About six months ago I was about to write a piece prompted by a McKinsey article about ‘Modern Marketing’ and what had to change. Well, everything has changed since then, not just for marketing but for advertising, the part of ...
Read More »Giles Keeble: why we need more than product advertising
“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 »Giles Keeble: is political correctness to blame for the dearth of great advertising?
Some years ago I was running a workshop in New York. Of the 12 or so people there, only two were men, one of whom was quite opinionated. During a discussion (which he was dominating) I said ‘ok, ok- let’s ...
Read More »Giles Keeble: why Australia reminds you of the tyranny of distance in modern day marketing
Some years ago, I was creative director of BMW Australia – from the UK. It was the first step in the WCRS plan for global expansion that resulted in the take-over of (or merger with) The Ball Partnership. On that ...
Read More »Giles Keeble: does the Lexus AI ad takes us any further?
I have written about AI before, wondering whether ads produced by AI might be as good as, if not better than, many of the ads we see on our screens produced by humans. Well, Lexus and their agencies have now ...
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