Keith Browning

Posts by Keith Browning

  • 2020 was the biggest creative experiment in history –here’s what we learned

    2020 was a creative experiment of two halves – here’s what we learned

    March 12, 2021

    As marketers, we know that creativity matters. Research from Nielsen has found that the quality of creative makes the largest contribution of any factor to an advertising campaign’s effectiveness. But what makes great creative? That’s an extremely divisive question – but it’s one that the extraordinary circumstances of 2020 have gone a long way towards answering...

  • Thinking big matters in marketing – here’s why

    Thinking big matters in marketing – here’s why

    September 2, 2020

    “Why is McDonald’s more successful than Burger King?” the smooth-talking gangster asks the naïve investment banker. “Many reasons,” the investment banker replies. “One reason,” corrects the gangster. “There are more of them.” Sound familiar? It’s one of the more memorable scenes from the big budget crime TV series McMafia, which hit screens across the world a...

  • What great movie characters teach marketers about distinctiveness

    What great movie characters teach marketers about distinctiveness

    April 29, 2020

    Here’s some food-for-thought for marketers sheltering at home with their favourite films: have you ever noticed how the most memorable movie characters have a lot in common with the most successful brands? I saw this great film the other day, but I can’t remember the name of it. It was about this character, perhaps you’ve heard of him? He was British. Smartly...

  • The experiment that proves the value of stories

    The experiment that proves the value of stories

    December 10, 2019

    In early 2009, two men in their early forties set off around the thrift stores and flea markets of New York City, looking for junk....

  • Winning with weakness

    Winning with weakness

    September 2, 2019

    Why would a low-budget airline happily publicise the fact that it refuses to let passengers reserve seats, gives them little legroom...

  • Content or context: which matters more?

    Content or context: which matters more?

    October 25, 2018

    At 7.51am on Friday January 12, 2007, a man in an ill-fitting jumper and baseball cap made his nondescript way to a grimy corner of...