Brand Truth

Post by Peter Watson-Wailes

business, marketing

There's a lot of talk about transparent, open & authentic communications nowadays. To me, the end goals of this discussion can be summed up thus: Honesty in brand to the consumer This is, of course, vital (and always has been). However, in a world where everyone has personalised their media…

Goldfish Advertising

Post by Peter Watson-Wailes

marketing, business

How many ads can you remember? How many do you think you've seen? How many did you care about; which ones made you feel something? The first number is fairly small. The second is vast beyond belief. The third is trivially miniscule. £18.3 billion is spent on all forms…

Big & Meaningless Data

Post by Peter Watson-Wailes

web dev, business, marketing

The main problem with the digital industry at the moment was nicely summed up by Bob Hoffman: The online advertising industry is drowning in data, but has generated almost no useful facts or principles. The encyclopedia of things we don’t know about online advertising since we started collecting 'big…

The Slow Magazinisation of the Web

Post by Peter Watson-Wailes

web dev, marketing

A thought struck me today, as I came across yet another page of the web starting with a full-bleed image with text on it, that what web design over the past two to three years has been slowly doing, is starting to try and turn the generally crappy designs we've…

Thoughts on the Future of the Creative Agency

Post by Peter Watson-Wailes

marketing, business

A brand must do many things to have and stay relevant with people. It must matter. It must stand for something meaningful and shout about it. It must act in a way that affirms that this is something they are passionate about. That can be a message. Dove and Real…