The 8 P’s of Advertising

Marketing veterans are familiar with the 4P’s of the Marketing. If the Product,Price, Place and Promotion are right, there is good chance that success will follow. Like Marketing, Advertising has its own drivers of success. Agency Management would be well advised to...

Five ways to make your Creative Briefs more inspiring

The Creative Brief is the Holy Grail of Advertising. No one knows what it looks like or where to find it, but everyone is looking for it and is certain that when it appears, all will be well. A lot has been written about improving the Brief. Anyone who has spent ten...

Four important things to look for in a Planner

As I travel around the world working with Agencies, I often get asked to recommend a good Planner. They are much in demand and very hard to find. So what makes a great Planner?  My experience tells me that you should look for four things: A real understanding of the...

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