Content from our thought leader

Laurence Green

Laurence Green is executive partner at MullenLowe London.

Let's be honest: would you have bought the Rustlers idea?
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Let's be honest: would you have bought the Rustlers idea?

Do you let your strategic disquiet temper your respect for the creative ambition?

Don't just read Campaign. Go write one
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Don't just read Campaign. Go write one

One-offs are no substitute for proper campaiganable ideas.

War. What is it good for?
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War. What is it good for?

Planners could learn a lot from new theories on military strategy.

When advertising does good, good things happen in turn
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When advertising does good, good things happen in turn

We have to address advertising 's image problem and restore trust.

Exciting lies and boring truths
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Exciting lies and boring truths

We must remember that truth is our strategic sword and maybe even our creative answer.

The car in front is a Volvo
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The car in front is a Volvo

A great example of standing out in a world of lookalike communications.

The advertising storm-chaser is here to stay
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The advertising storm-chaser is here to stay

It's better for brands to be infamous than completely forgotten.

It's how, not what, you communicate that counts
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It's how, not what, you communicate that counts

The people at Ehrenberg-Bass has provided a powerful argument for channelling our resources back to the imaginative end.

RIP: the Christmas commercial (2011-2018)
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RIP: the Christmas commercial (2011-2018)

It may be no bad thing for our industry if the big-budget Christmas ad is no longer with us.

We need to talk about time
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We need to talk about time

The most precious commodity that advertisers can shower on their agency and their ideas isn't money.

Find the Rembrandt in the attic
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Find the Rembrandt in the attic

Next month will bring the latest roll call of advertising industry legends, when the IPA Effectiveness Awards winners for 2018 are declared.

Listen to your idea rather than the feedback
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Listen to your idea rather than the feedback

Don't over-complicate your creative vision by taking on board too many suggestions from consumers, clients and colleagues. Keep the idea simple and give it space to flourish.

How a simple insight helped BBC Asian Network become 100% relevant
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How a simple insight helped BBC Asian Network become 100% relevant

This case study is about a simple insight that has transformed not only how a brand is seen by its audience, but how it sees itself.

Why agencies must encourage a more productive brand of feedback
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Why agencies must encourage a more productive brand of feedback

We owe it to our ideas, to ourselves and even to the gods of business efficiency that we cultivate and nourish a more productive brand of feedback, writes MullenLowe's executive partner.

Why the medium is still the message
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Why the medium is still the message

It may hail from the past but there's one particular soundbite that resonates in today's marketing landscape, says the MullenLowe London executive partner.

Cadbury's new campaign is a bit bleak, but promises to go places
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Cadbury's new campaign is a bit bleak, but promises to go places

The new Cadbury spot isn't pitch perfect, but it establishes a platform that can run and run, writes one of the brains behind the brand's most acclaimed campaign.

Why good advertising practice echoes down the ages
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Why good advertising practice echoes down the ages

We can learn so much about the power of good ideas by looking back, says the executive partner of MullenLowe London.

Why advertising must keep taking the game-changing long shots
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Why advertising must keep taking the game-changing long shots

Don't let data destroy advertising's ability to let the shots fly from downtown, says the MullenLowe London executive partner.

Why Green and Black's is less green, less black and more vulnerable
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Why Green and Black's is less green, less black and more vulnerable

A move away from its organic heritage could have a negative effect on the Green & Black's brand, according to the 101 London founding partner.

Brand owners don't always want what agencies do, better execution is often what they really crave
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Brand owners don't always want what agencies do, better execution is often what they really crave

If it's just better execution brand owners want, it might be wiser to focus on that. By the founding partner of 101.

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