A view from Dave Trott: Great account people
Even the most brilliantly crafted campaign is not advertising if it never gets the chance to be executed, says Dave Trott.
Choose Campaign site
A view from Dave Trott: New problems need new solutions
New solutions are needed for advertising, just like climate change.
A view from Dave Trott: The War of Jenkins' Ear
Many years ago, in really boring history classes, I learned the names of lots of wars and treaties and immediately forgot all of them. But over the years, there was one name that stuck in my mind: the War of Jenkins’ Ear.
A view from Dave Trott: Play the advantage
The brief is a set of rules and marketing’s job is to enforce the brief, says Dave Trott.
Dave Trott's blog: Ceci N'est Pas Un Advert
The author explains why a lazy ad full of people dancing and laughing their heads off won’t deliver emotion.
A view from Dave Trott: Advertising as crossword clues
Advertising is often confusing, and while many believe there must be an underlying sense, the layers of meaning can be hard to decipher, says Dave Trott.
Niche is good
Would you go to a restaurant with a one-in-three chance of getting your order wrong Probably not – like most of us, you’d be upset.
The security blanket of research
Advertising research offers people the illusion of certainty.
Content, content, content
Talking about 'content' instead of business problems represents a massive and unwise shift in emphasis for the industry, writes Dave Trott.
A view from Dave Trott: When logic is emotion
Smart people need smart ads, opines Dave Trott.
A view from Dave Trott: Follow the money
Dave Trott recounts an encounter with the late Abbott Mead Vickers BBDO's founder David Abbott.
Advertising v blagvertising
Away from the bells and whistles, advertising needs to be about trusting consumers with facts and asking them to work it out a reasonable conclusion for themselves.
Why the first brief is wrong and lazy
Because it’s more interesting to criticise someone else’s work than to put in the effort to do the job properly in the first place, says author Dave Trott.
Who are we fooling?
Who is brand purpose really for? Advertising guru Dave Trott ponders.
Don’t just say it – do it
A view from Dave Trott
Another glass?
The story of the man who convinced the world different types of wine deserved different glasses.