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.
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.
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.
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.
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.
We can learn so much about the power of good ideas by looking back, says the executive partner of MullenLowe London.
Don't let data destroy advertising's ability to let the shots fly from downtown, says the MullenLowe London executive partner.
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.
If it's just better execution brand owners want, it might be wiser to focus on that. By the founding partner of 101.
101's Laurence Green reflects on key themes from Mumbai's energetic Zee Melt marketing festival.
A campaign can only really deliver when the promise of the work matches the reality of the brand. Marks & Spencer, take note.
Creative work should be fresh but also familiar. Raymond Loewy's Maya theory explains why.
Michelangelo wasn't asked to add a lick of paint to the Sistine Chapel and to fill in the cracks, writes Laurence Green.
Never mind technology, long-term brand-building relies on human memory, says 101's Laurence Green.
The last decade has been a period of tumultuous change for our industry.
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.
These are bewildering times, if only because there's plenty of Christmas advertising that doesn't seem to have a strategy, writes Laurence Green.
The beauty of the IPA Effectiveness Awards is their focus on the 'real', says 101's founding partner.
As the legal battle between Apple and Samsung shows, art and science need to work together when it comes to building brands.
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.