Category: Categories

Integrate your media channels

Jennie Yorke and Richard Turner from ActionAid have a great presentation on Slideshare. It shows how the charity's approach to recruiting child sponsors has changed over time. In the three years up to 2005, 70% of all child sponsors were recruited through three channels. Today...

Simplify

Hey Whipple, Squeeze this! is one of my favourite books on advertising. Whether you work for an agency or employ one you should read it. It will point out what you are doing wrong and show you how you can do things better. It was...

The misdirected power of the brand

Some people think I don't like branding. They are wrong. I love great brands. The trouble is that I don't think many charity brands are very well managed and there are a growing number of pieces of research that serve to confirm my beliefs. I...