Tag: Lucian Trestler

FAME FACTORY: STRATEGY IS TIMELESS BUT EXECUTION MUST BE TIMELY.

Earlier this year I went to Bucharest to attend the tech conference icee.fest. I saw some fairly breathtaking presentations from production companies Happy Finish and Hammerhead, on the capabilities of VR, AR and AI. If you want to see how this tech is impacting creativity (as opposed to just hear these buzzwords being thrown around the ad industry…) I’d recommend you go...

THE WORLD CUP OF ADVERTISING BOOKS

There are so many must-read advertising books. The subjects range from creativity to behavioural economics, strategy, divergent thinking, problem solving, social anthropology, marketing science, customer insight… the list goes on and on. In fact there are even so many lists of must-read advertising books that the lists go on and on. Exhausted from these never-ending reading lists, Lucian, Harry and Tom decided...

FORGET ‘MANIFESTOS’. BRAND ADS SHOULD BE AS SHORT AS POSSIBLE.

For some time brands have broadcast lengthy ‘manifestos’ to differentiate themselves from the competition when perhaps less is more, writes Lucian Trestler, Strategy Director at BBH and Editor of BBH Labs. I’ve got a few problems with brand ‘manifesto’ ads. With a couple of notable exceptions, they are just strategy set to a mood film. They over explain something that...