Content from our thought leader

Richard Huntington

Richard Huntington is the chairman and chief strategy officer of Saatchi & Saatchi London

Tribalism has got an awfully bad name of late
Share

Tribalism has got an awfully bad name of late

It's good for clients that advertising agencies are so partisan.

Led by Donkeys uses politics to show the power of outdoor
Share

Led by Donkeys uses politics to show the power of outdoor

The campaign's successful use of outdoor reminds us of the enduring potency of this medium.

Let's get the hell out of the land of middle-distance mediocrity
Share

Let's get the hell out of the land of middle-distance mediocrity

Twyla Tharp's notion of focal lengths teaches us about creating advertising that feels most alive and vibrant.

Branding should be left to the cowboys
Share

Branding should be left to the cowboys

Frankly, any metaphor that alludes to searing hide as a red-hot iron is driven into an animal's flesh doesn't seem like an entirely good look for contemporary marketing.

Mahabis was a victim of its infamous marketing
Share

Mahabis was a victim of its infamous marketing

By stalking consumers, some brands create animosity.

You need to put emotion in the input to get it in the output
Share

You need to put emotion in the input to get it in the output

Agencies and brand marketing departments all need to get closer to and witness more raw, intense emotions.

Why have just one marketing guru when you can follow them all?
Share

Why have just one marketing guru when you can follow them all?

I'm no great fan of monotheism. The idea that there is one true god, one answer to the entirety of life, the universe and everything has always struck me as rather arrogant.

The four rules of consent in advertising
Share

The four rules of consent in advertising

GDPR has got us all minding our Ps and Qs, but there is another, arguably far more important, form of consent that receives less attention.

What marketers can learn from South Park, monopolies and undies
Share

What marketers can learn from South Park, monopolies and undies

The industry needs to actually understand what works instead of clinging to accepted wisdom, says the Saatchi & Saatchi chairman and chief strategy officer.

Unconscious bias and the default male
Share

Unconscious bias and the default male

Across culture and society, the role models we celebrate are still mostly men. It's time for a change, says the Saatchi & Saatchi chairman.

Why marketers need to think like Agatha Christie's Hercule Poirot
Share

Why marketers need to think like Agatha Christie's Hercule Poirot

Our business is characterised by seemingly insurmountable problems but "clear evidence" to solve them should not just be taken at face value, cautions the Saatchi & Saatchi chairman and chief strategy officer.

How EE brought magic back to the network
Share

How EE brought magic back to the network

The growth and success of EE, which is only five years old, make it a classic "nothing is impossible" story.

What the nation's love for the NHS can teach brands
Share

What the nation's love for the NHS can teach brands

The NHS provides a blueprint for brands seeking to become sources of cohesion, says the Saatchi & Saatchi chairman and chief strategy officer.

Channel George Orwell and push back against orthodoxy
Share

Channel George Orwell and push back against orthodoxy

Don't ever stop exploring, creating and going against conventions, says the Saatchi & Saatchi chairman and chief strategy officer.

This one word could deliver real brand transformation
Share

This one word could deliver real brand transformation

There is one word the ad industry really hates. In this word lies the root of all perceived evil. It's only a little word but it sends shivers down our collective spines.

Thoughtlessness is our greatest threat
Share

Thoughtlessness is our greatest threat

As an industry we should reflect on why we take such a cavalier approach to the impact of our work, says the Saatchi & Saatchi chairman and chief strategy officer.

It's time to ditch the millennial tag
Share

It's time to ditch the millennial tag

Categorising people by the year they were born is not just bullshit, it is demeaning to our customers and, frankly, to our industry.

Pepsi debacle shows why brands need agencies
Share

Pepsi debacle shows why brands need agencies

Pepsi's recent ad debacle laid bare the one key element missing from any in-house creative department

Brexit wounds: We employ people from outside the UK because it makes us better
Share

Brexit wounds: We employ people from outside the UK because it makes us better

The government's vision of "British jobs for British people" imperils a world-leading creative industry markedly richer for outside talent

Marketers can ensure a brand's purpose goes well beyond window dressing
Share

Marketers can ensure a brand's purpose goes well beyond window dressing

It's quite possible that 2016 marked peak purpose. The year in which the idea of corporate or brand purpose reached its zenith.

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free