Author Archives: jeremymathias

Getting the proposition right. Or catastrophically wrong. A tale of two gyms.

In 2014, a sizable East London waterfront retail space which had been conspicuously empty for years, suddenly took on a new look. Gaudy red hoardings appeared, with an oblique strapline about ‘a better you’, or words to that effect, plastered … Continue reading

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If Europe was a brand, would you buy it?

First, a quick reminder that a brand is defined as ‘the name given to a product or service from a specific source’. (The cynical might point to the origin of the ‘brand’, as a device for identifying cattle, as being especially appropriate … Continue reading

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A lesson from beyond for Volkswagen: always come clean.

It’s ironic that the man who said ‘the most powerful element in advertising is the truth’, was the same man who put Volkswagen on the road to success some sixty years ago. Probably a good thing then, that Bill Bernbach, … Continue reading

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The best copy I’ve read in a long time.

It’s not by AMV, BBH, or any other immortally-acronymed advertising agency. It’s by a garage.  Yes, a garage. A few weeks ago, I suspected I might have overfilled my beloved 1997 Mini with too much engine oil. I didn’t know where to go for advice, … Continue reading

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Don’t talk to me about f@!**%g tone of voice.

Much of my professional life has involved helping large corporates – it’s just the way the account-cookie has crumbled. What’s struck me, is that they don’t spend a lot of time thinking about what they should communicate. Instead, they obsess … Continue reading

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Planning a start-up? Here’s your agenda for success (using my beloved Poundland to illustrate).

[Warning: this post employs a degree of flippancy to make some serious marketing points]  A year ago, I wouldn’t have dreamed of setting foot inside any of the pound pleasure palaces. Then, I started working in Staines upon Thames – … Continue reading

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A new strategy for those thinking about advertising on the internet: stay well away.

Until recently, I viewed the internet as a medium like any other. I was convinced all it needed to up its game was decent ideas. Now, I’ve changed my mind. The digital ‘space’ isn’t the same as other media. And … Continue reading

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