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Editor's Picks
When Rory met TED
Life Lessons from an Ad ManRory Sutherland, 2009
In this hugely entertaining presentation to the TED conference, Rory Sutherland ponders the subject of intangible value, and how it can be created by advertising. He muses on how Frederick the Great persuaded the German people to eat potatoes by pretending to guard them; why smiley faces can be more influential in speed enforcement than financial penalties; and describes how a campaign for Shreddies, which is square shaped, launched a new diamond variant by tipping each piece of cereal on its corner. He ends with a quote, "Poetry is when you make new things familiar and familiar things new," remarking that this could be a definition of advertising.
Segmenting Asia
Advertising in AsiaMillward Brown, 2009
For global advertisers, Asia represents an enormous market, yet one whose very diversity poses an acute challenge. This study set out to identify ‘clusters’ of markets with common characteristics which could drive the executional strategy across the region. The results are not always predictable: Shanghai turns out to have a lot in common with India, while Malaysia stands on its own. And some markets, Millward Brown concludes, are better at giving, while others are better at receiving.
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Also in AdvertisingSee all
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JWT, 2008
The future of the ad agency could be in nurturing ideas, says William Charnock after visiting the TED - Technology, Entertainment Design - conference.
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Duncan Southgate, 2009
What can advertisers realistically expect from online targeting, and how should they make their decisions?
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Matthew Fan, 2008
China's undeveloped rural market is about to be on the receiving end of a huge boost from central government spending, providing an exciting new opportunity for advertisers.
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Hamsini Shivkumar, 2005
The hope and desire of the brand team are that the agency creative will bring some magic... and create a global advertising idea (which could become a global communication idea if it is 'big' enough).
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Janet Kestin, Nancy Vonk, 2005
Advertising is a fantastic industry, but actually getting a job (or even your foot in the door) can seem next to impossible... This one-of-a-kind guide shows you how to land a job and how to thrive once you're in and the pressure is on.
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Erik du Plessis, 2005
Just as other sectors have focused increasingly in recent years on measurement and assessment, so there has been a trend in advertising towards trying to measure the effect of advertising, and to prove whether it works.
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