The world famous poet’s views on advertising…

Frankly, yes. But not in the way industry insiders think. The communications challenges that brands and organisations face are greater than ever. There’s more noise in the market.

Is new media consumption killing ‘advertising’? Or has the fundamental challenge of communication hardly changed since pre-history? The Gate Worldwide creative director Pete Martin discusses the impact of the latest ‘gorilla’ tactics in online marketing.

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I’m a big fan of continuous professional development and ‘advancing my craft’ and learning new stuff. But, most of all, as a professional creative and commercials director, I like the random nature of inputs. Even with the best-laid plans, you often get something different from what you expect – and that, like many creative projects, [...]

What’s wrong with pitching these days? Plenty, says Pete Martin, SMARTS’ Creative Director. And here, he explains why the classic ’speculative creative pitch’ is becoming unhelpful for both agencies and clients, and suggesst a simpler, more sensible way for communication partners to come together.