The Knowledge Centre

Re-imagining the advertising playbook

As a species, we are not good at change. In a nutshell Commercial messages offer less value and are now less relevant in traditional…

The power of distinctive assets

It’s hardly surprising that we are obsessed with change. In a nutshell Distinctive assets are the things that make a brand instantly…

Using emotion to build effective comms

Switching off, checking out

As broadcast viewership declines, how will brands get in people’s faces in the future? In a nutshell People are picking and choosing…

Good talkers, bad listeners

We are surprisingly forward when it comes to the dark art of promoting ourselves via advertising. In a nutshell For every $1 we spend…