In a complicated world, be the antidote
The greatest brands never stand still and tend to offer the antidote to a need that is yet unmet.
Just do it
It might be pushing 45 years old now, but Phil Knight's original manifesto for Nike still has a powerful relevance.
Throwing open the Overton window
How the thinking of an an American policy analyst can increasingly find relevance in the contemporary environs of adland.
Cracking the code of the memory bank
The third level of memory is the one for which brands should always be aiming.
Beware the blandwagon
Pressures to conform are overshadowing the importance of distinctiveness and individual visions.
Crisis countdown
Are we beginning to see a chink of light at the end of the permacrisis tunnel?
The evolution of technology and the ascent of can
Even in an age of artificial intelligence, you've got to have faith.
Makes you think: why some brands want to be a choice simplifier
We have thousands of thoughts every day. No wonder we look for mental shortcuts.
Distinctly different: unique brand assets are a crucial first step towards a sale
There's a difference in distinction and a distinction in being different.
You talking to me?
Individually targeted ads can make us feel uncomfortable. They also might not be quite as effective as we think.
Strategy column: Lately, we've let things slide
Too much PowerPoint presenting is getting in the way of clarity of thought, empathy and trust.
Charles Vallance: Brand capital is the best defence against inflation
Creative thinking and distinctive assets can help conquer Christmas budget fears.
In praise of logic
Any creative endeavour needs to pay close attention to detail, but never at the expense of the end-user.
Only connect!
Why it's time for the industry to stop prioritising content over connectivity.
What's the point of the proof point?
Why hard product truth always lies behind any emotional selling proposition.
Getting to the point
The enforced brevity of social media means people are getting to the point faster. Brands must sit up and pay attention. Or fail to win that of their consumers.
Is your funnel top-heavy, bottom-heavy or perfectly proportioned?
The founding partner of VCCP warns of the serious risks that come from overinvestment in performance media.
The latest wave for brands is the need for immediacy
The latest wave is the need for immediacy
The modern and ancient brand paradox
Plus ça change, plus c'est la même chose – VCCP's chairman reflects on how little things change.
The Era of the Ear
The ad industry has long been obsessed with consumers' eyes, with discourse around eye-catching work pretty much standard. But thanks to the explosion of audio streaming, digital radio and podcasts, the ears are making a comeback. Sit up and listen.