The un-commodification of creativity?
Charles Wigley sees a glimmer of hope for 'wistful Luddites' holding out hope that creativity will return to its former position of pre-eminence.
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In praise of dull
In an industry that constantly wants to throw out the old and proclaim the new, it's worth remembering that brand-building is about the exact opposite approach, write BBH's Charles Wigley.
You need space to make a difference
Pushed into operating in tighter and tighter spaces in terms of ROI, time and resources, is it any wonder agencies struggle to build real differentiation for their clients?
Show me your shi**iest work
It's a question more clients should ask, and agencies should be prepared to answer. Because perhaps your lowliest work says more about you than your highlight reel.
Emperors wanted
What's wrong with a little dictatorial rule now and then? A single, absolute authority might be just what your ad agency really needs.
Great creativity starts at the top of the corporate tree
Client-agency relationships at the highest levels ensure greater speed, productivity, creativity and, ultimately, effectiveness.
Passion vs. process: The big client divide?
Which kind of client company are you, Aston Martin, or British Leyland?
How to improve your clients: A step by step guide
As agencies, we spend a lot of time trying to understand our client's buyers. But what about our own, asks Charles Wigley, chairman of BBH Asia Pacific.
You want it faster, cheaper, better? Here's how...
Have you ever heard the adage that you can't have anything fast, cheap and good but rather must pick two? Nonsense, at least when it comes to advertising, according to BBH's Charles Wigley.
Strategy: It's all macro or micro now
Perhaps brands need to think more like Churchill
When high-quality creatives fail to produce high quality
Why the quality of your creative department bears remarkably little relationship to the quality of your output.
3 keys to powerful advertising in Singapore
Charles Wigley, BBH Chairman, Asia, shares his veteran views on effective communications for an exclusive look into Singapore’s dynamic market for brands.
2014 outlook: A recipe for outstanding success
A 10-point plan for not just success, but 'outstanding' success, in 2014.
20 ads for 20 years: Chaz's BBH favourites
As he departs the region, the longtime BBH chairman shares his favourite ads from his two decades in APAC.
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.
Agency megamergers: Will the fat birds fly?
Will the recent ad-agency megamergers soar to new heights, or fail to take flight? It may come down to questions of organisational culture, according to the APAC head of BBH.
The power of 'no'
For agencies, remembering to refuse when necessary can have positive impacts.
In praise of the taxi meeting
The best way to be fast is to get the sharpest brains you have thinking about the problem together from the get-go.
INSIGHT: The strength and success of differentiation
Doing things differently takes courage, Charles Wigley notes. And, he argues not doing so sentences brands to sameness and irrelevancy.
Are we baking the cake, or just icing it?
If an agency's role is going to be limited, maybe we could waste less time in pitches, writes Charles Wigley of BBH.
Has branded content lost the plot?
BBH's Asia chairman frets that content marketing is based on a fundamental fallacy about attention, but also sees a potential six-second solution.
The dangers of binary thinking
BBH's APAC chairman explores the siren song of the false dichotomy.
Can we all stop developing advertising the way small children play football?
When everyone is running to one spot, BBH's APAC chairman despairs.
How many grown-ups can your agency put in the room?
Advertising is a young person's game, but things have gone too far, writes BBH's Charles Wigley.