The Formula 1 champion Mario Andretti once said: “If things seem under control, you’re just not going fast enough.” The same thing should apply for the world of advertising, I guess?

Most products are commodities. Yet, in this commoditised world many planners and creatives try to communicate product uniqueness.
”There’s nothing unique about this product” is a too common stated that results in frustration or in advertising that is irrelevant.
Relevance and differentiation are of course still important objectives of communication, but they don’t necessarily have to [...]

It has to be said that most advertising agencies are pretty good at market sensing: we imitate, adapt and evolve according to the latest trends in communications. For a long time, this process used to be easily manageable, because trends only affected the output of the advertising agency, not the business model. And even if [...]

The Human Chain by Wieden + Kennedy.

There’s no perfect template for creative briefs. But with the iPad there could well be. This template would be interactive and customizable in real-time – just drag ‘n drop the elements you need. Or download new ones.
The name of this software? iBrief of course. Could somebody please invent this?

Entrance: Welcome to a British Gentlemen’s Club
Our advertising agency is expanding its offices next month, and discussions on how the interior design of the office should look like has been a topic of interest among many (including myself). As I’m quite allergic to Barcelona chairs and Arne Jacobsen, I’ve made my own concept boards. Here’s [...]

You have probably heard “Trust me when I’m saying this won’t work” or “Back in the Eighties when I started out in advertising…” echo in your ear. There are indeed a lot of old people in the communications industry. There is one key problem with relying on old thinking: today’s world of communications requires a lot of [...]

Picked up this classic Volkswagen ad in a vintage shop in Stockholm today (not sure from exactly what year it is, do you?). More advertising should be timeless like this.

Creating social or cultural conflicts is a great creative strategy for achieving communicative momentum. Especially when the brand allows for it. Above is a “promo trailer” for a fictive company called Sandhamnstek (part of a social media campaign to generate PR) we set up for our client TV3 who will air a reality show about [...]

Technology doesn’t only let us create wonderful new applications and platforms. It’s also a good friend for pushing good old content.
As technology becomes commoditized at a fast pace, there’s no intrinsic value of selecting media for any other sake than efficiency. The real agency challenge is therefore not to be innovative per se, but ability to exploit [...]