“Rules are what the artist breaks. The memorable never emerged from a formula.” Bill Bernbach was right, and I’m glad to see that some agencies are still pushing the envelopes, breaking the rules and experimenting with that characteristic reckless abandon. Here’s one example of the same: Who says you have to stick to your product’s [...]

Served By The Idea Artist

I’m a big believer in differentiation. I think advertisements should look and feel different in order to capture the attention of their jaded audiences. That being said, the latest offering from MCB Mobile just doesn’t make sense. So the ad shows a split image with an Ipod on one side and an Iphone on the other. The [...]

Served By The Idea Artist

What is the true value of perception? How much is one person’s view about your brand worth to your company? How much will you invest to win your customer over? How much will you invest to keep her loyal? How much will you invest to make her perception a referral? The multiplier is too big. [...]

Served By The Idea Artist

What if we can blur the boundaries between work and play? This is the experiment I’m currently working on. Some of you might know that I have quit my job at the agency a couple of months ago. I just didn’t feel like climbing the corporate ladder. It’s slow, predictable, and boring. Here’s what I [...]

Served By The Idea Artist

The other day, an acquaintance from facebook asked me what a “brand” is and how it differs from a product. Although it’s a relatively simple question, and is probably the first issue addressed in every marketing course  in the world, I was stumped. I’m going to skip the textbook introduction. In a world so densely populated with [...]

Served By The Idea Artist

Great advertisements work because they are based on a powerful insight. They wrestle with a thought or emotion buried deep inside you, something you might have not even have discovered. Here’s one example of  powerful copy adding an unexpected spin on conventional thinking to create a truly insightful and moving ad. Kudos to Etcetera Amsterdam on this [...]

Served By The Idea Artist