The art of edutainment

4 September 2008

Communications that entertain and educate enable brands to seduce consumers and make them understand their USPs. Tom Himpe explains.

When Online Met Offline

10 June 2008

Digital is now invading every aspect of our lives so the best campaigns should also seek to leave the online world, as Tom Himpe explains.

Generous times

10 June 2008

Consumers expect brands to be good citizens so it's only natural they demand a little help. Alastair Ray identifies three strategies for giving.

The Wonder of Widgets

28 April 2008

Widgets are the latest digital tools in a marketer's armoury. Kris Griffiths downloads a global selection.

Time for a demo

22 April 2008

Just how do you give consumers a taster of your brand or service before they buy? Alastair Ray samples media's latest trial tactics.

Outdoor's new tricks

17 July 2007

As consumers spend more and more time out-of-home, so the possibilities and power of billboards and street furniture expand. Tom Himpe reviews seven key evolutions from paper and paste.

It's a contest

07 April 2008

Competitions have long been a staple of advertising but the way that brands use them is changing. Tom Himpe analyses the urge to compete.

The amplification effect

06 August 2007

How do you make alternative media more than just a niche event? New contributing editor Tom Himpe outlines five ways to hit the mass market

User-generated trends

11 March 2008

More and more brands are letting consumers take part in their ad campaigns. Tom Himpe identifies five new models of co-creation

Telling Tales

17 October 2007

The new digital media channels enable brands to tell better, more engaging stories. Tom Himpe examines five strategies that convey detailed and in-depth tales.