How great advertising gets made: strategy, creative craft, case studies and how we score every campaign.
A character you invent is a freehold asset; a celebrity is a rental. The evidence on fluent devices, the twelve points of share of voice most brands leave on the table, and the mascots that failed.
Distinctiveness, brand linkage, longevity and truth. Four tests that separate a slogan from a positioning statement, with the lines that passed and the famous ones that were thrown away.
A track can carry a film, move a record to number one and date a campaign inside a quarter. What sync and master licences actually cover, roughly what they cost, and where brands get burned.
How to get into advertising in 2026: the roles, whether you need a degree, the free schools and apprenticeships that still work, what graduate schemes are left, and what the jobs pay.
A creative agency makes the advert; a media agency decides where it runs and buys the space. Here is why they split in the 1980s, who does what, how each is paid, and how to choose.
Rosser Reeves's three tests, fifteen propositions that passed them, from M&M's to Monzo, the meerkat that is not one, and how a USP differs from an ESP, a positioning and a distinctive asset.
How software buys ad space in the time a page takes to load, where the money goes on the way, and the eight questions a brand should put to its agency before the next quarter's budget is signed off.
Twenty of the top advertising agencies in the UK, from adam&eveTBWA and AMV BBDO to Mother, VCCP and Uncommon: who owns each one, what it is known for, and where the work has been reviewed.
WPP, Omnicom, Publicis, Dentsu, Havas and Stagwell own most of the agency names you know. Here is who owns what, what each earned in its latest year, and what changed when Omnicom bought Interpublic.
A brand platform is the organising idea a brand commits to for years, from which every campaign is drawn. Here it is defined against campaign, positioning, purpose and tagline, with twelve verified examples from Nike to Boots.
The line was drawn on a Procter & Gamble budget sheet in 1954 to separate commissioned media from fee-based promotion. Here is what sits on each side today, why digital has blurred it, and when to use which.
From above the line to zero-party data: 120 advertising terms across creative, media, planning, digital, measurement and UK regulation, each defined in one or two plain sentences.
