Written by Michael Hilton and Charles Wookey What questions should I ask to get under the skin about whether a company is serious about purpose? In March 2018, Blueprint and...

When I was writing last week’s post on the new business process, I started to conflate the idea of the pitch process with the presentation itself – and as the list was getting a little …

I love a good pitch. The chaos, the creativity brought into sharp sharp focus by the constraints of time, the late nights, the camaraderie and the sheer relief at the end of it. By no means am I an…

Collect and refine audience data (like oil!) to power your campaign sites.

Ideal ideas are not original but variations of a form, marrying innovation and immediacy to different frameworks. Advertising goes wrong in its search for originality, says Faris Yakob, when it confuses originality of content with originality of form.“General advertisers and their agencies know almost nothing for sure because they cannot measure the results of their advertising. They worship at the altar of creativity, which really means originality, the most dangerous word in the lexicon of advertising.” (Ogilvy)

A year on from Arthur Sedoun’s explosive start as CEO of Publicis Groupe, it is abundantly clear that most, if not all, of his extravagant claims, from the wonder of Marcel to not attending Cannes, are nothing more than hot air.

There are plenty of good constructs for telling a brand story or wrapping your brand into an effective speech. But here's a tip for making your storytelling easier, more exciting, and more effective.

It seems like storytelling is all the rage these days. Marketers, communicators, sales people, journalists, trade pubs. Everyone is a storyteller these days – and everyone is advocating for t…

How does unconscious bias and prejudice taint marketing? Unilever, Direct Line, R/GA, neuroscientists and politician Sophie Cook go there...

Easy reading is damn hard writing. And crafting a simple marketing message takes the degree of difficulty to whole other level. Here's the way to make your marketing messages simpler.

Good brand placement gets your message (if not your product) out of the jungle of competitor confusion, and into the greatest place in the world: your consumer's brain. Here's how to do it well.

Bad brand names are one of the most common forms of self-sabotage in the world of marketing. But it isn't hard to make a bad name good. Here's how.

Testimonials are a powerful tool for building your brand, if they're done properly. Here's how to craft testimonials that work, without spending a fortune.

Infographics are the antidote to the data firehose. But they can't take poorly formulated data and make it sparkle. So how DO you make infographics that are effective, persuasive, and captivating. This interview provides a treasure trove of tips.

See 8 steps to creating a contest that will help you generate leads and offer a memorable customer experience.

The era of pervasive communication challenges traditional strategies, models and best practices. It's time for something new.

Some 60% of brands are missing the opportunity to truly engage consumers by failing to measure the impact on society of their purpose campaigns.

Marketers need to be confident enough to turn challenges to their advantage, rather than airbrushing out their imperfections and claiming extravagant benefits.

Distinguish between objectives, strategies, and actions.

Branding can unlock more long-term value for your local business by lowering customer acquisition costs and improving gross margins. Follow these 3 steps to start a branding process for your local business.

In this post Bill Pink, Head of Brand Guidance Analytics in North America, considers whether brand marketing is less important than it was in days gone by.

Email marketing is undergoing something of a "rebirth" as brands explore increasingly sophisticated ways to reach consumers and drive ROI.

'Authentic brand' is the cliche du jour. Everyone wants one, but few understand how to do it well. Here are a few tips on building an authentic brand that other 'how to' stories miss.

Learn how to create a one-page content marketing strategy to improve your chances of success – Content Marketing Institute

In the hands of a brand marketer, the need to collect can be the ideal leverage to reinforce a positive brand experience.

SomeOne has rebranded the UK Parliament, creating a coherent system that works across different platforms. And of course the national press thinks it's a waste of money. It's time to stop worrying about such knee-jerk nonsense

Behavioural insights show targeting the average consumer can backfire among key groups, even it succeeds among the majority.

Capitalising on the synergies between marketing and sales means being prepared to embrace the healthy tensions and strike a balance between short-term conversion and long-term strategy.

You can solve thorny constraints creatively if you adopt a positive ‘can-if’ approach, you won’t if you stick with ‘can’t because’.

Fresh off an appearance at Paintball Extravaganza, Tim & Ryan answer some burning questions about hiring a marketing company, blind spots, website improvement, and more. The boys also share highlights from their whirlwind trip to Washington D.C.