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Energy industry comms is a high wire act.
The energy industry is global, literal and extremely sensitive. It is also vibrant, exciting and constantly developing. As agency for South Hook Gas, the UK distribution arm of the Qatar’s LNG Gas operations, our challenge was to develop a communications identity and strategy that worked as well and as positively in the Gulf as in…
Read MoreTry the window cleaner on your kitchen floor
When a client goes safe the upshot is often sorry. For years Colgate-Palmolive had produced an extensive range of Ajax household cleaners, all containing much the same ingredients but with different labels, for use on floors, windows, kitchens, cookers and bathrooms. Eventually they decided to rationalize the centre ground into one product – hooray! The think-tank…
Read MoreHow boring can a corporate inter-departmental newsletter actually be?
They are almost hard-wired as tranquillisers, comprising, as they tend to, a mishmash of sales figures, performance targets, teamwork palliatives and shortfall arse-kicks, all in the shadow of a zeppelin corporate ego. To add to this, Cisco’s Emerging Markets department was as global and as disparate as the international community could be. Bringing all this…
Read MoreBig ideas call for big headlines.
No-one wants to read your ad, sorry! No-one wants to know what you’ve got to sell or what you want to say. Ultimately, all anyone is interested in is … themselves. But talk to that bit of them and you might find you’ve held their interest long enough for your message to slip in under…
Read MoreVariety is the spice of retail advertising
Retailers who believe advertising is entirely about content are not just barking up the wrong tree, they aren’t even in the wood. As with virtually all of broadcast advertising, it’s largely about feeling. Whatever specifics a retailer promotes, the recipients will almost always have something else in mind. But if you make the ad resonate…
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