Phil Nunn (Global Comms Planner at Draft FCB) is a man with more words to say than anyone I know. And absolutely every one of them is pure gold. I listened to him intently for two hours; hanging on every word.
I could talk about him all day, but here are the three wisest things Phil said:
The IPA (Institute of Practitioners in Advertising) is an advertiser's bread and butter. Go check it out for loads of great resources including a bunch of case studies. Learning about previous campaigns is the best way to see what's worked and what hasn't. This will give you a better understanding of brands and, without fail, provide you with evidence to base your future work on.
Here are a couple of names to look up. For a while there's been a right old debate about emotion within advertising. The man to tell you what's what is Daniel Kahneman. Advertising today is more emotional. People buy with their hearts rather than their heads.
Another person is Anthony Young. He is the CEO of Mindshare and has brought out an amazing book "Branding Media Strategy: Integrated Communications Planning in a Digital Era". If you don't want to read anything else, read this!
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