Columns Section • Page 234 of 318 •

But Does It Work: Sweating the small stuff

Andy Rice reflects upon the disproportionate impact of small things on people’s perceptions of brands.

by Mark Tungate. Being based in Paris, I couldn’t help but notice the redesign of iconic French news magazine, L’Express.

by Dee Stephens. It’s a whole different ball game when it comes to applying this to creative and then putting it into practice.

by DK Badenhorst. In recent years, we’ve seen big shifts in masculinity and the way in which gender roles not only define themselves.

by Carl Cardinelli. It used to be shit to be the underdog. Now it’s cool.

by Lynne Gordon. I don’t eat jam. But the power of packaging at padstals draws me in every time.

by Oresti Patricios. Y&R Cape Town and Egg Films’s short for Safely Home strikes home hard. Really hard.

1st For Women gives men a break, Bliss Brands adds Vipec and Chivas Regal rewards bartenders — Cheryl Hunter’s weekly pick!

by Johanna McDowell. The Worldwide Summit in Berlin last week was the first time that AdForum had been to Germany.

by Paulo Dias. Just because radio is cheap to produce, radio ads don’t need to sound that way.