ASK JEREMY BULLMORE

On the Campaign couch

I m a chief marketing officer with an unabashed passion for advertising. Is it ever wise to consider jumping the fence? By all means consider. Considering doesn t cost you anything. But, before you jump from consideration to activation, please rea...

 
 
On the Campaign couch

On the Campaign couch

Does where an agency bases its headquarters matter? Yes. Because agencies have been instructive examples of brands since long before an understanding of brands became as centre stage as it is today. As with any brand, an agency s reputation is bui...

 
 
On the Campaign couch

On the Campaign couch

Andrew Ingram writes: In a recent writing workshop, we were discussing the front-page content of a PR company s website. It was about 200 words long and rather vague, talking about outcomes, delivering change, 360-degree reputation management and 24...

 
 
On the Campaign couch

On the Campaign couch

At the recent Account Planning Group conference, one of the speakers said agencies should improve their clients products rather than spend their time trying to differentiate parity products to consumers. Is this the end of marketing as we know it? ...

 
 
On the Campaign couch

On the Campaign couch

I run a small but perfectly formed agency where we pride ourselves on our relationship with our clients. I am under pressure from backers to grow our client roster and have been invited to work for a small but growing political party whose view of th...

 
 
On the Campaign couch

On the Campaign couch

Should advertisers be held to their straplines? I expect you re thinking about Benjamin Careathers. Some time in 2013, Careathers drank a can of Red Bull and discovered that it didn t give him wings. But he s a sophisticated chap, Careathers; he...

 
 
On the Campaign couch

On the Campaign couch

I m working for a local agency of a big network. We re struggling to build our creative reputation. The network keeps on foisting bad global clients on us and making us run their mediocre global creative. How can I rescue my agency s reputation? O...

 
 
On the Campaign couch

On the Campaign couch

I work in the creative department of a marketing services company. My boss is great but just a little bit dull. I suspect that I am far more creative than him. How can I make our output more creative in spite of his lacklustre judgments? It s poss...

 
 
On the Campaign couch

On the Campaign couch

What s the trick to giving good feedback to work? Never forget that you re looking into someone s pram. I m assuming that, by work, you mean advertising creative work in its earliest and most inchoate form. If its parents could have their wishes ...

 
 
On the Campaign couch

On the Campaign couch

Dear Jeremy, How can I improve my persuasive skills? By improving your ability to read other people s minds. Jean Aitchison is a professor of language and communication at the University of Oxford. In 1996, she delivered the Reith Lectures for t...

 
 
On the Campaign couch

On the Campaign couch

Someone we recently employed missed his train on his way back from his first client presentation and was going to be late back to the agency. This is normally not a problem. However, alarm bells started to ring when he then said he was going to fill ...

 
 
On the Campaign couch

On the Campaign couch

Understandably, advertisers want to know as much information about people as possible to help target ads. But, in this brave new digital world, that demand is leading to a massive invasion of people s privacy by companies chasing advertising revenue....

 
 
On the Campaign couch

On the Campaign couch

I m a creative but I d like to run my own agency one day. Should I switch and become an account man for a few years to be taken seriously? Thank you. What a fascinating question. It contains so many questionable assumptions, many of them internall...

 
 
On the Campaign couch

On the Campaign couch

We ve just won a large US client. Should I hire some Yank account handlers to make sure they feel well-looked-after and understood, or do you think they ll appreciate our old-world ways? Since American advertising agencies seriously started coloni...

 
 
On the Campaign couch

On the Campaign couch

Dear Jeremy, my agency needs a new executive creative director. We want a top-caliber person, but don t have the money to outbid other agencies. How else can we woo them? Start by learning how to spell "calibre". No exceptional ECD is going to fin...

 
 
On the Campaign couch

On the Campaign couch

A team at my agency were recently (though not too recently; I m not stupid) given Turkey of the Week for an ad they made. They re pretty cut up about it. What s the best way to console them? This presents you with the perfect opportunity to get in...

 
 
 

Additional Information