Apr
22

The Law of Pete

“When the client gets over-arty, some basic gaffe will spoil the party.” If you’re a client, it’s just possible that you have had a difference of opinion with your agency about the tonality or aesthetics of some bit of creative work. Maybe even an argument. My feeling is that this has become more common in […]

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Apr
17

Death of copywriting?

Is copywriting a dying art? Here’s an article that I wrote for trade mag The Drum. Click here to read Death of copywriting?

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Apr
15

The commission system

If you’re under 40, it’s unlikely that you worked in advertising pre-1990 when all of the major advertising firms were, in essence, commission agents. In return for media sales (and for assuming the financial risk), accredited agencies received 15% commission. So, if an agency placed a tiny local ad for £100, they got an effective […]

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Apr
14

Ding dong, the pitch is dead

Did a couple of talks recently for the Chartered Institute of Marketing about the proper, professional approach to advertising pitches. Seemed to go down well, but managed to convince myself that pitching, from an agency’s point of view, simply sucks. Will expound later, if I remember. If you want to know how to run a […]

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