There's no technical definition of what that 'thing' is, but it's a stern taskmaster and it has to work in all formats, from idents to packaging.
'Things can only get better', 'Yes we can', 'Better together'... all had a message of hope.
It's surprising how much of our daily intellectual effort has already been outsourced.
There are benefits of working with others.
Greater understanding of reason hasn't made us more reasonable.
Brands must use celebrities with caution.
This is the question you should ask yourself at the start of the creative journey.
In many ways, as the world becomes more logical it becomes madder.
Fulham's defeat at the hands of Burnley offers some lessons for us in advertising.
Gillette. HSBC. Brexit. We are living in ugly times.
As an industry, we have got ourselves well and truly stuck in Scrooge mode. But de-Scrooging is good.
Campaign is in a nostalgic mood as it celebrates its 50th, so I thought I'd join in the reminiscing.
Don't let the fragmented media tail wag the big idea dog, Charles Vallance argues.
It's tempting to claim involvement in an award-winning piece of work. But when collaboration is the order of the day, it becomes difficult to pinpoint exactly who is responsible for a campaign's success.
We should not mistake recognition for mastery. I'm afraid I know a few people whose careers peaked at a gold Lion as a result.
Great ideas aren't killed by going into research. Trust the British public, says the VCCP founder and chairman.
Authenticity and the rise of voice are creating a revival of words in ads, says the founder and chairman of VCCP.
The proliferation of new formats has been dizzying but what shape will the frenzy take next, asks the founder and chairman of VCCP.
Next year, adland should pledge to use a whole new canvass, says the founder and chairman of VCCP.
This may or may not come as a surprise but, for the first time ever, the clergy is no longer the most trusted sector of society.