“What does a successful digital campaign look like?”
This is one of those questions you get asked on a daily basis and my usual answer is: a successful digital campaign should challenge and favourably evolve people’s perceptions of a brand and strengthen their relationship with it. Sometimes this means drip-feeding bespoke and appropriate, ownable content and [...]
Digital return on investment or measure for measure?
The changing nature of interactive creative (2009 Trends)
One response to 2009’s interactive creative trends has been the creative approach we’ve been calling Brand Reality Creative.
The approach aims to develop creative that is intrinsically structured to reflect people’s true relationship with interactive, but that doesn’t lose sight of the need to affect the real world. It aims to combine work that works hard [...]
