Recent global studies by System1 and Kantar estimate that of all the advertising produced in a given year, only 6%-13% is actually effective. Which means that, if you’re sitting in a post campaign analysis, reading a case study, or judging an effectiveness awards entry there’s statistically a very good chance that the work you’re being led to believe was stellar, was nothing of the sort.

The Problem with The Generation Gap? Marketeers Keep Falling into It.

If Advertising’s So Cutting Edge, How Come We’re Still Stuck In The ‘50s?

Is Your Brilliant Global Idea Just Greek To Your Audience?

How The Slaughter Of 70 000 Romans Can Help You Create Better Strategies.

Is your purpose beginning to look a bit like a hammer?

Singapore: Cleanest City in the World. With the Flies to Prove it.

Marketers: Outwit Your Competitors. Just Think Like a Fighter Pilot.

Reaping the benefits of diversity: it’s a matter of give and take.