PRIVATE VIEW: Jeff Orr

Campaigns are tough to do. Firstly, because brand strategies tend to change with every new budget year, brand manager, account director, creative director or agency shift so we don't get much practice. Secondly, because the thought behind a campaign has to be so infuriatingly simple that it is difficult to get everybody to understand the power of leaving it alone. Thirdly, because it has to have an idea in it. Aha, here's the real problem. Now, learn to recognise these three campaign types: