A carefully crafted business slogan speaks volumes of it’s brand values and promises, successfully. Do you know what crisis resulted in this campaign for New York City? Do you know when this slogan was launched? Who wrote it? Who designed it? “I Love New York” campaign was launched in 1977. There is a sad, sad [...]

A carefully crafted business slogan speaks volumes of its brand values and promises, successfully. Especially one that has been in use for 33 years. When Heineken entered the British market in the late 1960s, the brewing industry was targeting manufacturing workers who preferred weak ale. So the Dutch brewer eschewed its normal 5 per cent [...]

One of the problems faced by many agencies must surely be telling clients why they have to “pay more”. Premiums are never easy for clients to accept. Some examples of premiums are: Urgent, overnight film production Placement loading (right-hand page, back page…) Color proofing I am sure you can think of many more instances. But [...]

As a client, do you believe your creative agency is behaving all high and mighty? They knock you down with every feedback you have given them. They simply don’t listen and they just won’t do things your way. In an interview with exchange4media, Richard Pinder, Regional Managing Director, Leo Burnett Asia Pacific had this to [...]

Solomon Raju is a long-time reader of this blog. He has a deep passion for words and recently he has decided to go full time into professional copy-writing. In the past few months, he has gone through many ups and downs and he is sharing his thoughts here with us as my guest writer. = [...]