How to write a great advertising slogan
Here, our advertising correspondent breaks down the methodology for creating a great slogan, by examining some of the iconic endlines of the past. But is there really a formula for brilliant creative work?
Here, our advertising correspondent breaks down the methodology for creating a great slogan, by examining some of the iconic endlines of the past. But is there really a formula for brilliant creative work?
Rapid change is now a standard, and trying to keep up with the latest developments – for both yourself and your clients – can be dizzying. But creatives shouldn’t despair, says our ad correspondent Ben Kay
David Abbott may have retired from advertising in 1998, but fresh from producing a new podcast series about the legendary adman, Ben Kay explains why his work is as relevant today as it ever was
Well-intentioned ads featuring scenes of disaster are not enough to change people’s minds. The industry needs to do a better job on climate change, says Ben Kay
Netflix has recently announced that it will offer a lower-priced subscription featuring advertising. Here, Ben Kay explores what opportunities it might offer the ad industry
Next week marks the first Cannes Lions Festival of Creativity since 2019. Our ad correspondent, Ben Kay, ponders what might be different this time around
The access to information, ideas and inspiration that advertising creatives have today is mind-boggling. Yet it hasn’t necessarily made ads better. Ben Kay examines the reasons why
While many ad industry practices have evolved over the years, the pitching process remains a long hours, high stakes exercise. Here, Ben Kay examines the insidious effect it has on agencies, from burnout to ageism
The path to becoming the creative boss of an ad agency can take many forms. Here our ad correspondent Ben Kay discusses the various ways you might gain entry to the club
The ad industry has long paired two creatives in the roles of art director and copywriter, but how do the positions divide up in the modern industry?
Tech is infiltrating the advertising landscape in increasingly unexpected ways – including who, or what, will be judging your copywriting skills, writes our advertising correspondent Ben Kay
The advertising industry turns its nose up at popular creative approaches such as jingles or celebrities in favour of ‘brave originality’. But, asks Ben Kay, is it shooting itself in the foot?