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.
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.
Advertising research offers people the illusion of certainty.
The story of the man who convinced the world different types of wine deserved different glasses.
Talking about 'content' instead of business problems represents a massive and unwise shift in emphasis for the industry, writes Dave Trott.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins