ASK JEREMY BULLMORE

On the Campaign couch

As a client, is there a decent way to fire a very senior member of your agency team? I ve heard so many stories about it being handled very badly. I d like to know why you want this very senior member of your agency team off your business. There a...

 
 
On the Campaign couch

On the Campaign couch

I m the marketing director at a major retailer. In the past two years, we have spent a lot of money on high-concept Christmas ad campaigns but our like-for-like sales still declined. Should we keep trying? Whenever advertising becomes a news item ...

 
 
On the Campaign couch

On the Campaign couch

Do you think political parties would be better off if they consulted ad agencies on their campaigns, or do you think we should just leave well alone? "Leave well alone"? You flatter them. But I m not sure that ad agencies have that much to offer p...

 
 
On the Campaign couch

On the Campaign couch

We are an independent creative shop currently being circled by potential suitors. Are there any proven benefits to being part of a larger marketing group outside of the financial payouts for those lucky enough to have stakes in the business? (I don t...

 
 
On the Campaign couch

On the Campaign couch

I saw somewhere that really annoying ads have a much better recall rate among consumers and were ultimately more successful. Do you think this is an acceptable trade-off? Annoying people into remembering a brand? I sometimes think that if those wh...

 
 
On the Campaign couch

On the Campaign couch

I ve always been passionate about what I do and am a true believer that you make your own luck. However, after years of denial, I have to accept that the agency I m working for is tanking. After watching leadership teams come and go and implement str...

 
 
On the Campaign couch

On the Campaign couch

I m a brand marketer for a fast-food brand and I ve been invited on to a platform to debate the ethics of advertising fast food to young people. It sounds like a hiding to nothing, but I m worried I ll seem guilty if I dodge the invitation. What shou...

 
 
On the Campaign couch

On the Campaign couch

I m a very competitive person, but not everyone likes that in me. Do I need to change? It s good you re competitive. People in our line of business are expected to be competitive. Clients pay us to be competitive on their behalf. As I may have m...

 
 
On the Campaign couch

On the Campaign couch

Sometimes, particularly at the start of a new year, I look back at readers questions that, for some reason, I didn t answer when they first arrived. My most common reason for failing to come up with an answer is because I couldn t think of one and d...

 
 
On the Campaign couch

On the Campaign couch

Accepting the idea that everyone has the potential to be creative, can we also stress there are certain processes and expertise that are necessary for successful implementation this is not as easy as it looks, is it? I don t want to sound too ha...

 
 
On the Campaign couch

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

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...

 
 
 

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