WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?

1. 2. 2024 | 7 min read Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facing advertisers: how to get attention. His answer is creativity. People would rather not be exposed to advertising, so creativity provides the means to get their scarce attention. However, there are a couple of points implied in his article that I believe deserve a little more attention than he has given them. Tom's GUIDE to more memorable creative Before I go further, I just want to reorder an important summary of advertising principles that Tom provides in his article. Simply re-ordering his five principles gives us a nice little acronym: GUIDE.

THE CASE FOR BRAND INVESTMENT IN A TIME OF BUDGET CUTS

13. 11. 2022 | 5 min read As economic uncertainty has many businesses tightening their belts, one area particularly prone to budget cuts is branding. But brand building will always be a key driver of long-term success.