Ben Kay

Ben Kay is the co-founder and Creative Director of Invincible Unicorn


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?

Working at warp speed

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

BT Bob Hoskins ad

What would David Abbott do?

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

The return of Cannes Lions

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

Art director vs copywriter?

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?

Writing for Robots

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