Posts Tagged 'opinion'

How the sausage gets made

I wrote a piece for Creative Review, on how creative agencies can make themselves more creative using SCIENCE. It features a marvellous illustration of a sausage. You can read it here.

How the sausage gets made

I wrote a piece for Creative Review, on how creative agencies can make themselves more creative using SCIENCE. It features a marvellous illustration of a sausage. You can read it here.

Ask me no questions: why focus groups get it wrong

Six people walk into a room. You invite them to sit down, offer them tea and coffee and biscuits. You show them your lovely new brand identity, and ask what they think. Everyone stares at their mugs. Paul, who’s going

Ask me no questions: why focus groups get it wrong

Six people walk into a room. You invite them to sit down, offer them tea and coffee and biscuits. You show them your lovely new brand identity, and ask what they think. Everyone stares at their mugs. Paul, who’s going

Accentuate the negative

This piece was written for the Reed Words blog. ‘Stay positive.’ It’s a common refrain – and one that copywriters, in particular, are familiar with. ‘Love the work. We’ve just taken out the “no” and the “but”s. We don’t like to say

Accentuate the negative

This piece was written for the Reed Words blog. ‘Stay positive.’ It’s a common refrain – and one that copywriters, in particular, are familiar with. ‘Love the work. We’ve just taken out the “no” and the “but”s. We don’t like to say