CREATIVITY & INNOVATION
Argos, innovation – and intuition’s role
Marketing technology is steadily changing business' approach to innovation. The traditional approach was to take a creative idea, analyse, research, develop, commercialise and test throughly. Then, only when a significant understanding and probability of success could...
When the hand of marketing should be felt but not seen – light-touch marketing
Marketing is a process – the effects should be apparent but not the process.You may find this a pretty obvious statement, and quite inoffensive. For the six or so decades of this still new art (or science?) of marketing, we have held such a truth to be self-evident....
Killer copywriting and how to speak your customers’ language
The web is still fundamentally a text-based medium so language matters. One simple thing can make or break an ad, post or mailer – ‘voice.’ In other words, not just what you say, but how you say it. We all use different voices in everyday life – when we speak to...