Lucas BergmansNov 21, 202314 minHow advertising actually worksIt’s hard to believe it but there once was a time before John Lewis did amazing Christmas advertising. Before they did any Christmas...
Lucas BergmansOct 27, 202313 minHow to judge creative & give feedbackHow do you know a good creative idea when you see one? The moment when your agency (or internal team) present their first ideas to you...
Lucas BergmansOct 10, 202312 minSix ways to balls up your advertising brief“A brief is a cheque that's about to be cashed.” I find this quote a useful reminder of the importance of brief-writing (and briefing)...
Lucas BergmansJul 13, 202310 minHow to grow sustainably with TV advertising“Real world brands need to learn from failures as well as successes” (Grace Kite ‘The Wrong and the Real of It’) The case for investing...