What can the big winners from Cannes tell us about measuring the effectiveness of creativity? Remarkably little according to an analysis of the big winners.
The Creative Moment kindly published my analysis - click the image below to read it.
When a brand uses purpose for both positioning AND to communicate social good, it often forgets about distinction and differentiation. Very few can pull it off. Patagonia did, IMHO. "Build the best pr
Such good news to start the week to. 19 Crimes was a great brand to work on and another example of where, sometimes, global positioning doesn't quite work for local markets. Four weeks of analysis and
