Why it pays to play it unsafe
Even in uncertain times, brands and creatives need to take risks to reap rewards: just look to history if you need proof
What every brand needs to survive 2023: relevancy and trust
With the economic outlook for 2023 looking decidedly gloomy, business as usual for brands won’t cut it. Instead, they need to make crucial changes now to prepare for the future, says Wolff Olins’ Wayne Deakin
Harnessing the power of brand experience in a recession
It can be tempting for brands to halt their marketing spend in an economic downturn. Yet a better approach would be to invest in the wider brand experience, says Wolff Olins’ Wayne Deakin
How brands can navigate a hybrid future
As new and exciting opportunities emerge in the digital space, brands need to connect the various worlds we live in more than ever. The only way to do this is to think in human terms, not transactional ones
Three north stars for designers to navigate the future
The multiverse offers huge opportunities for brands and designers, says Wolff Olins’ Wayne Deakin. Here are some principles to follow
In search of that special sauce
Detail is everything in design, providing the magic that elevates an average project into something brilliant and charming. So why, asks Huge ECD Wayne Deakin, is it so often overlooked in digital design?
Facebook’s Meta facelift
Can a new name signal a fresh start for the troubled social media giant, and what are the hidden challenges Meta faces in its grand plan for reinvention, asks Wayne Deakin
Why we need human-centred design more than ever
Covid has shown the need for brands and services that are designed with humans at their core, rather than the bells and whistles of technology, says Wayne Deakin, ECD, EMEA at Huge
In praise of hybrid creativity
We may have talked about the benefits of the creative polymath for centuries, yet most agencies keep their talent frustratingly siloed, says Wayne Deakin, ECD, EMEA at Huge. And it’s to the detriment of what brands need today
The joy of friction
Most brands are on a mission to create customer experiences that are as simple and smooth as possible. Yet, argues Wayne Deakin, ECD, EMEA at Huge, sometimes a bit of friction is a good thing
Casual Gaming: a missed opportunity for ad agencies
Casual gaming – video games targeted at a mass market audience via mobiles – is booming. Yet the ads within the games are largely uninspiring and boring. Here, Huge ECD EMEA Wayne Deakin explains why ad agencies are missing a trick