Tone of voice: a very important waste of time
Getting tone of voice right is essential. But trying to precisely define a tone of voice is a waste of time. Tone of voice is a low resolution concept.
Strategy is Your Words : Book Review
Strategy is Your Words by Mark Pollard On page 155 of Strategy is Your Words, Mark Pollard states that, “Strategy is ideas and ideas are made of words.” If he posted that without context as a Tweet, I expect it would be a red rag to Strategy Twitter. However, unlike …
JWT25 is stupidly ageist.
JWT25, the deliberately youthful and deludedly agile content production start-up from JWT Singapore, is stupidly ageist in my relatively senile opinion. Here is the agency’s pitch according to The Drum. JWT has launched a new service called JWT25 which uses young content creators to focus on short content made quickly. …
The C-Suite Shudder
I don’t have a problem with C-words in job titles, even though there are too many Chiefs these days. You can be the Chief of pretty much anything it seems. CEO, CFO, CIO, CMO, COO, CRO, CSO, CTO, C3PO. But I shudder inside when I hear the C-phrase. I get …
Credible facades and facades of credibility.
My career in advertising was mainly spent erecting credible facades on behalf of my clients. That sounds like a disparaging comment from a jaded ad-hack. But there is no disparaging intent behind the statement. It is what the industry mostly does. We search for compelling truths about brands and bring …
Six years of agency staff meetings analysed in hindsight.
You learn a thing or two as the managing director of an advertising agency. Like what makes a good agency tick. Like what motivates good people. Like how it feels when the agency’s heart is in the right place. I was fortunate enough to be given temporary stewardship of such …
Advertising’s tumbleweed moments.
Advertising research has got much harder of late. So says a researcher friend of mine. As if it weren’t bad enough to have to schlep out to the suburbs three nights a week, and subsist on breakfast cereal for dinner, those pesky people just don’t want to talk about ads …
The many voices of Planning.
The many voices of Planning. The planner’s role is often described as being ‘the voice of the consumer.’ This post examines five other voices of the well rounded planner.
Advertising characters.
I thought George and I would talk, by which I mean bitch, about advertising. But we didn’t. Turns out he’s far too interesting for that. We talked about New York City, Brooklyn, the New York Subway, daughters, history, museums, art, blogging, restaurants (Chinese and Italian), mentoring, sadness, and doing the …
UX as USP
I worked in advertising long enough to know that nothing appears in a TV commercial endframe by accident. At the end of the last day of the shoot the 1st AD lets most of the crew go. The senior clients and the copywriting half of the the creative team bugger …