Advertising
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The US Presidential election viewed as marketing
So following my look at the marketing slogans used in Brexit back in June, it came as little surprise that the Make America Great Again, message trumped the Stronger Together message. Once again, the learning is this: PUT A DAMN VERB IN YOUR SLOGAN IF YOU ARE ASKING PEOPLE TO TAKE ACTION. Every copywriter knows people need to be…
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The referendum viewed as marketing
The campaigns run by both sides in the recent referendum were failures. Here’s why. Remain – a classic negative campaign that backfired Remain vote’s tagline was Britain Stronger In Europe. At first glance this seems fair enough. But look again and you’ll see how extraordinarily passive it is. With no verb there is nothing to be done. Instead there is the hanging comparator…
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Among School Children
Last week I spent a day working with 32 more able 11-year old writers from schools in Brighton. This was organised by my friend Dawn Daniel with Clare Blencowe at Downs School. The day was themed around contrasts, and I worked with them on poetry in the morning session. The warm ups were about locating…
Peter Kenny: a writer's notebook 