Richard Huntington

Richard Huntington is the chairman and chief strategy officer of Saatchi & Saatchi London

Make more entertaining ads. It's what Paul would have wanted
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Make more entertaining ads. It's what Paul would have wanted

Entertainment is a metric that the industry seems to have forgotten.

Language matters
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Language matters

Remember the Community Charge? Of course you don't.

Tribalism has got an awfully bad name of late
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Tribalism has got an awfully bad name of late

It's good for clients that advertising agencies are so partisan.

Led by Donkeys uses politics to show the power of outdoor
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Led by Donkeys uses politics to show the power of outdoor

The campaign's successful use of outdoor reminds us of the enduring potency of this medium.

Let's get the hell out of the land of middle-distance mediocrity
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Let's get the hell out of the land of middle-distance mediocrity

Twyla Tharp's notion of focal lengths teaches us about creating advertising that feels most alive and vibrant.

Branding should be left to the cowboys
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Branding should be left to the cowboys

Frankly, any metaphor that alludes to searing hide as a red-hot iron is driven into an animal's flesh doesn't seem like an entirely good look for contemporary marketing.

Mahabis was a victim of its infamous marketing
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Mahabis was a victim of its infamous marketing

By stalking consumers, some brands create animosity.

You need to put emotion in the input to get it in the output
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You need to put emotion in the input to get it in the output

Agencies and brand marketing departments all need to get closer to and witness more raw, intense emotions.

Why have just one marketing guru when you can follow them all?
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Why have just one marketing guru when you can follow them all?

I'm no great fan of monotheism. The idea that there is one true god, one answer to the entirety of life, the universe and everything has always struck me as rather arrogant.

The four rules of consent in advertising
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The four rules of consent in advertising

GDPR has got us all minding our Ps and Qs, but there is another, arguably far more important, form of consent that receives less attention.

What marketers can learn from South Park, monopolies and undies
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What marketers can learn from South Park, monopolies and undies

The industry needs to actually understand what works instead of clinging to accepted wisdom, says the Saatchi & Saatchi chairman and chief strategy officer.

Unconscious bias and the default male
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Unconscious bias and the default male

Across culture and society, the role models we celebrate are still mostly men. It's time for a change, says the Saatchi & Saatchi chairman.

Why marketers need to think like Agatha Christie's Hercule Poirot
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Why marketers need to think like Agatha Christie's Hercule Poirot

Our business is characterised by seemingly insurmountable problems but "clear evidence" to solve them should not just be taken at face value, cautions the Saatchi & Saatchi chairman and chief strategy officer.

How EE brought magic back to the network
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How EE brought magic back to the network

The growth and success of EE, which is only five years old, make it a classic "nothing is impossible" story.

What the nation's love for the NHS can teach brands
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What the nation's love for the NHS can teach brands

The NHS provides a blueprint for brands seeking to become sources of cohesion, says the Saatchi & Saatchi chairman and chief strategy officer.

Channel George Orwell and push back against orthodoxy
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Channel George Orwell and push back against orthodoxy

Don't ever stop exploring, creating and going against conventions, says the Saatchi & Saatchi chairman and chief strategy officer.

This one word could deliver real brand transformation
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This one word could deliver real brand transformation

There is one word the ad industry really hates. In this word lies the root of all perceived evil. It's only a little word but it sends shivers down our collective spines.

Thoughtlessness is our greatest threat
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Thoughtlessness is our greatest threat

As an industry we should reflect on why we take such a cavalier approach to the impact of our work, says the Saatchi & Saatchi chairman and chief strategy officer.

It's time to ditch the millennial tag
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It's time to ditch the millennial tag

Categorising people by the year they were born is not just bullshit, it is demeaning to our customers and, frankly, to our industry.

Pepsi debacle shows why brands need agencies
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Pepsi debacle shows why brands need agencies

Pepsi's recent ad debacle laid bare the one key element missing from any in-house creative department