Charles Wigley
Jan 17, 2020

Is 'demonic' Dominic Cummings currently the best adman in the UK?

Even if you don't care about UK politics, the way Brexit was sold to the public underscores important but oft-forgotten advertising advice, according to BBH's Asia chairman.

Activists depict Prime Minister Boris Johnson as a puppet operated by his advisor Dominic Cummings during a London protest in October. (Photo by Isabel Infantes/AFP via Getty Images)

While the London ad scene is well known around the world to people in the business, Dominic Cummings as a practitioner probably isn't.

This isn't entirely surprising, as he doesn't actually work in advertising, and has never done so he is Prime Minister Boris Johnson's chief special adviser.

But if you look at two of the most successful real-world campaigns of the recent past in the UKthe 'leave' campaign prior...

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