creative concept development articles in Cock a Doodle Doo Marketing Magazine

In-house marketing team problems: Why people in your boardroom kill the best marketing ideas

In a McKinsey study of 1,048 major business decisions, how a decision was discussed explained 6 times more of its outcome than the analysis behind it. When an in-house marketing team and one or two outside consultants choose a campaign, the boardroom works like a focus group.

Creative Concept Development Articles

Creative advertising effectiveness – When ad awards don’t mean sales

The most effective protection against creative-commercial misalignment is the brief itself. A properly constructed brief makes commercial objectives explicit, measurable, and non-negotiable while leaving genuine creative latitude in how those objectives are achieved.

Humour in marketing – Why laughter Is your most underused asset

Humour in marketing isn't unprofessional - it's underutilised. The same psychological mechanisms that make people share jokes make them share branded content. The same emotional response that bonds friends bonds consumers to brands. Most marketers know this intuitively but fear executing it. They've been trained to avoid risk, and humour feels risky. It is. That's precisely why it works.