Charles Wigley

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Agency megamergers: Will the fat birds fly?
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Advertising
Jan 7, 2019
Charles Wigley

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.

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The power of 'no'
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Advertising
Nov 20, 2018
Charles Wigley

The power of 'no'

For agencies, remembering to refuse when necessary can have positive impacts.

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Can we all stop developing advertising the way small children play football?
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Advertising
Jan 25, 2018
Charles Wigley

Can we all stop developing advertising the way ...

When everyone is running to one spot, BBH's APAC chairman despairs.

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The dangers of binary thinking
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Advertising
Jan 5, 2018
Charles Wigley

The dangers of binary thinking

BBH's APAC chairman explores the siren song of the false dichotomy.

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Are we baking the cake, or just icing it?
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Advertising
Nov 13, 2017
Charles Wigley

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.

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Has branded content lost the plot?
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Analysis
Oct 10, 2017
Charles Wigley

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.

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