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?
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
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
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
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
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
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
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
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
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
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
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
Pepsi's recent ad debacle laid bare the one key element missing from any in-house creative department
Brexit wounds: We employ people from outside the UK because it makes us better
The government's vision of "British jobs for British people" imperils a world-leading creative industry markedly richer for outside talent
Marketers can ensure a brand's purpose goes well beyond window dressing
It's quite possible that 2016 marked peak purpose. The year in which the idea of corporate or brand purpose reached its zenith.
Planners need to get out of the echo chamber this year
Instead of pontificating from the sidelines, strategists need to enter the field of play and take control of the scrum, says Richard Huntington.
Anxiety is the secret to great planning
Great planners are wracked with anxiety about their work. They are never entirely sure unless and until they absolutely know something to be true.
Give killer strategy the fame it deserves
Strategy should be accorded the same scrutiny and standards as creative work, writes Richard Huntington, chief strategy officer of Saatchi & Saatchi London
Give killer strategy the fame it deserves
Strategy should be accorded the same scrutiny and standards as creative work, writes Richard Huntington, chief strategy officer of Saatchi & Saatchi London.
Why we need to ditch the phrase 'non-working marketing spend'
Not every brand is being fuelled by a killer idea paid for by "non-working marketing spend", but the point is that every brand should be, writes Richard Huntington, the chief strategy officer at Saatchi & Saatchi London.