Decision
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Facebook ads to force you off the fence
It’s nice to imagine that people are going to ponder your marketing message, but sadly real life isn’t like that. Here are two Facebook executions of campaigns I’ve worked on with 11 London. Both are in what I call decision territory, which is particularly useful when there’s little time to engage and you want to encapsulate a dilemma. It forces…
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The HMRC campaign provokes more thoughtcrimes
So here is another HMRC campaign against tax evasion. First credit where credit’s due. This is less toxic than the previous campaign that infuriated me so much. The copy tone is less accusatory. They are closing the net on ‘tax dodgers’ rather than what was previously implied that they are closing the net on you personally. And of…
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The power of YES
The referendum in Scotland is poised dramatically. Any copywriter, however, will tell you that the word ‘Yes’ is a fantastic asset for those who want independence. We use it against tick boxes to encourage people to sign up: ‘Yes! I do want to enjoy a lifelong subscription to…” The territory of Yes is a broad sunlit…
Peter Kenny: a writer's notebook 