marketing campaign

Does being a number make it true?

17th January 2020 | Posted in Marketing communications

‘Smallpox cases double in three years’, screams a headline. I’ve made this one up, but we’ve seen plenty of similar stories over the years. Great pulling power, but what’s the real story? Suppose there was only one case three years ago, and this year there are two. Not the need for panic that the headline […]

Copywriting that sales people can actually use

5th July 2016 | Posted in Content creation

Marketing people can give great briefs to copywriters. They really can. They’ve got a product or service to promote. They’ve researched its advantages and benefits for customers. They know who the customers are and something around their needs and aspirations. It’s all good. So marketing build a campaign that includes maybe direct mail marketing, articles, […]

Is brand awareness always good for sales?

18th January 2010 | Posted in Uncategorized

In the UK we currently have two ad campaigns for insurance price comparison web sites that really stick in your mind. One has been winning plaudits for originality and humour, while the other has won the title of most irritating ad of last year. Both have achieved high brand awareness, so does it matter whether the campaigns […]