AI, machine learning and robots

Posted by on May 7, 2018 in Articles, Blog, Front page | 0 comments

What AI and machine learning mostly need is an image makeover. I’d like to set something straight. Writing about AI and machine learning does not always involve robots. Sometimes it does, like CHIRON, a pioneering ‘care-in-the-home’ system which in the future may help people to stay living independently in their own homes for longer. That’s just one application of AI and machine learning and would make for a good picture: a robot delivering a...

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Virgin vs The Gym Group: Who’s winning the sign game?

Posted by on Apr 11, 2018 in Blog, Design, Front page | 0 comments

When you visit the toilet on a Virgin Train you see this:At The Gym Group this is what you see: Two campaigns using a playful persona, only one is a success. The Virgin Trains one is irritating and tiresome – that’s even before Will Ferrell was brought in to provide the pre-recorded message: “Please don’t flush nappies, sanitary towels, paper towels, gum, old phones, unpaid bills, junk mail, your ex’s sweater, hopes, dreams or...

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How to write winning award entries

Posted by on Oct 25, 2017 in Blog, Front page, Marketing | 0 comments

Ever wondered how a product gets to be awarded ‘the world’s best’? It’s not a level playing field – yes, each product has an equal chance of winning. But not every product is going to enter, and the common mistake we all make is focusing on competition that isn’t even there. Most businesses aren’t doing anything to win awards, so they’re not competing with you. They are run by business owners who too busy honing their sales techniques or...

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When marketing automation goes bad

Posted by on Aug 17, 2017 in Blog, Front page, Marketing | 0 comments

Online reviews from happy customers are a great way to win more business. Marketing automation can help you, by sending emails to ask for feedback. But while automation can save you time, you also don’t want to make these mistakes. Today, The Body Shop UK sent me this email: Immediately I was suspicious – it looked like a scam email, the business name wasn’t simply the Body Shop. Learning point: Use a sender email address that’s consistent with...

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Digital skills your writer needs right now

Posted by on May 13, 2017 in Blog, Digital, Front page | 0 comments

I know successful business people who can’t add up for toffee. Likewise, my design skills suck. You can’t do it all, which is why you need to bring in a specialist. Or be prepared to give it a try. Which is often my approach, and why I’ve got a better understanding of what digital is all about. Looking back at when I set up, eight years ago, I realise how far I’ve come from traditional copywriting. In those days, campaigns were either digital...

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Are you targeting the right reader?

Posted by on Feb 12, 2017 in Blog, Communication, Front page | 0 comments

Recently I was talking to a designer who had been asked by their client to redesign an employee magazine. The client is a multinational company, with a workforce of tens of thousands spread across multiple locations worldwide. It has grown rapidly through acquisition. According to the client’s brief, the aim of the magazine is to help employees of the wider group have clarity of the company’s strategy. They cited the target reader as the...

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