Laurence Green

Laurence Green is executive partner at MullenLowe London.

Listen to your idea rather than the feedback
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Listen to your idea rather than the feedback

Don't over-complicate your creative vision by taking on board too many suggestions from consumers, clients and colleagues. Keep the idea simple and give it space to flourish.

How a simple insight helped BBC Asian Network become 100% relevant
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How a simple insight helped BBC Asian Network become 100% relevant

This case study is about a simple insight that has transformed not only how a brand is seen by its audience, but how it sees itself.

Why agencies must encourage a more productive brand of feedback
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Why agencies must encourage a more productive brand of feedback

We owe it to our ideas, to ourselves and even to the gods of business efficiency that we cultivate and nourish a more productive brand of feedback, writes MullenLowe's executive partner.

Why the medium is still the message
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Why the medium is still the message

It may hail from the past but there's one particular soundbite that resonates in today's marketing landscape, says the MullenLowe London executive partner.

Cadbury's new campaign is a bit bleak, but promises to go places
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Cadbury's new campaign is a bit bleak, but promises to go places

The new Cadbury spot isn't pitch perfect, but it establishes a platform that can run and run, writes one of the brains behind the brand's most acclaimed campaign.

Why good advertising practice echoes down the ages
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Why good advertising practice echoes down the ages

We can learn so much about the power of good ideas by looking back, says the executive partner of MullenLowe London.

Why advertising must keep taking the game-changing long shots
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Why advertising must keep taking the game-changing long shots

Don't let data destroy advertising's ability to let the shots fly from downtown, says the MullenLowe London executive partner.

Why Green and Black's is less green, less black and more vulnerable
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Why Green and Black's is less green, less black and more vulnerable

A move away from its organic heritage could have a negative effect on the Green & Black's brand, according to the 101 London founding partner.

Brand owners don't always want what agencies do, better execution is often what they really crave
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Brand owners don't always want what agencies do, better execution is often what they really crave

If it's just better execution brand owners want, it might be wiser to focus on that. By the founding partner of 101.

A passage from India: learnings on advertising, marketing and tech
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A passage from India: learnings on advertising, marketing and tech

101's Laurence Green reflects on key themes from Mumbai's energetic Zee Melt marketing festival.

Advertising won't fix your problems
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Advertising won't fix your problems

A campaign can only really deliver when the promise of the work matches the reality of the brand. Marks & Spencer, take note.

Why some brands disrupt successfully while others fail
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Why some brands disrupt successfully while others fail

Creative work should be fresh but also familiar. Raymond Loewy's Maya theory explains why.

Behind every masterpiece there lies a good brief
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Behind every masterpiece there lies a good brief

Michelangelo wasn't asked to add a lick of paint to the Sistine Chapel and to fill in the cracks, writes Laurence Green.

Advertising amnesia: why brains beat bytes
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Advertising amnesia: why brains beat bytes

Never mind technology, long-term brand-building relies on human memory, says 101's Laurence Green.

Adland's past can help brands answer today's big questions
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Adland's past can help brands answer today's big questions

The last decade has been a period of tumultuous change for our industry.

Thinking small can lead to advertising greatness
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Thinking small can lead to advertising greatness

We sweat the small stuff because, like Team Sky's theory of marginal gains, it's the little things that can lead to advertising greatness.

When strategy got stuck up the chimney
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When strategy got stuck up the chimney

These are bewildering times, if only because there's plenty of Christmas advertising that doesn't seem to have a strategy, writes Laurence Green.

Telling the signal from the noise
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Telling the signal from the noise

The beauty of the IPA Effectiveness Awards is their focus on the 'real', says 101's founding partner.

Apple and Samsung battle pits the poets against the plumbers
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Apple and Samsung battle pits the poets against the plumbers

As the legal battle between Apple and Samsung shows, art and science need to work together when it comes to building brands.

Body image, boys and advertising
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Body image, boys and advertising

Brands that pledge to drop sexist stereotyping of women from their ads should remember another audience being ill-served by their representation - primary and secondary school-age boys, writes Laurence Green, the founding partner of 101.