by Alistair Mokoena (@AlistairMokoena) Ever thought about the relationship between a window and a mirror? The question on many people’s lips is, is advertising a mirror to the soul or a window into the aspirations of the soul?
Tag archives: by Alistair Mokoena
The Switch: Try marriage vows
by Alistair Mokoena (@AlistairMokoena) The client-agency relationship is often referred to as a marriage. Even though this feels like a colloquial use of the term, it is not a misnomer. In fact, there are many elements of the client–agency relationship that bear similarity to a marriage.
The Switch: What’s inside an insight?
by Alistair Mokoena (@AlistairMokoena) In marketing and advertising circles there appears to be a great deal of confusion around the distinction between an insight and an observation. Possibly the difference between a sign and a symptom can help shed some light on understanding how an observation differs from an insight.
The Switch: What contract law taught me about agency briefs
by Alistair Mokoena (@AlistairMokoena) It is my submission that applying contract law rules to advertising briefs would be of great benefit to the creative development process. If anything, they serve as a good barometer for what makes a good advertising brief.