“To deliver marketing activity that stacks the odds in your favour of delivering growth, the first step is a great brief. You must challenge and work with the business to understand:
1) where your best sources of growth lie;
2) what is stopping the business from unlocking those opportunities; and
3) how will we know if we’re on the right track?”
courtesy of Stack for Business
Never use abstract nouns when concrete ones will do. If you mean “More people died” don’t say “Mortality rose.”
C.S. Lewis, author
This great 2017 chart from BBH, based upon research from Kantar Millward Brown, shows that delivering one message is more effective than delivering many.
There’s a lesson in here for all marketing communicators… Bill Bernbach’s letter to the owners of Grey Advertising on Fifth Avenue where he was Creative Director. (Via ‘Letters of Note’ and @VikkiRossWrites).
Bite-Sized Marcomms 