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BEYOND

Issue 60 | September 2021

Resurrecting the School of Communication Arts

Issue 15 | June 2010

My wife and I were travelling through India recently and we discovered a sure-fire bartering technique that is well worth sharing. We were on the lookout for saffron because it costs a fortune back home (nearly £100 for 10g). In India, every spice trader worth his salt had an abundance of brilliant, yellow saffron in stock.
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Stop staggering, my friends

Issue 15 | June 2010

As always, many thanks to anyone who submitted work to Directory 15 and if it didn’t make the cut I can only say, isn’t that great? It means direct is getting so darn good these days that even your brilliant work is finding it hard to get the recognition it deserves.
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The view from Scotland

Issue 15 | June 2010

When Hope wrapped old books in cellophane and left them in bookstores with the message ‘An old book is a new book to someone’, they started a mass donation.
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What would Bill Bernbach think?

Issue 15 | June 2010

This article has been taken from Creative Social's forthcoming book 'Digital Advertising: Past, Present and Future'. See www.creativesocialblog.com for more details
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What would Bill Bernbach think? 1.

Lean Mean Fighting Machine
Issue 15 | June 2010

iLingual lets you use your iPhone to speak French, German and Arabic phrases in flawless foreign accents.
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What would Bill Bernbach think? 2.

Lean Mean Fighting Machine
Issue 15 | June 2010

Speechbreaker presented users with a fridge magnet-like array of words for David Cameron, leader of the Conservative party, for Gordon Brown, Prime Minister and leader of the Labour party, and for Nick Clegg, leader of the Liberal Democrats.
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China’s Online Connectors

Issue 14 | March 2010

China’s neither for the faint-hearted, nor is it for those without ambition. Within 5 years, it’s been forecast that the share of consumer retail sales, which currently stands at 1.98%, will rise to USD 144 billion. Don’t tell us in 2013 that we didn’t tip you off.
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Convergence Planning

Issue 14 | March 2010

It was once observed that people tend to view the world through the lens of their profession - and I make no excuse for doing exactly that here. I have worked across the industry - ATL, BTL and all points in-between: brand planning, account planning, connections planning, digital planning and communications planning – all titles designed to suit particular agency disciplines.
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Dale Carnegie, social media strategist? By Steve Taylor

Issue 14 | March 2010

‘How to Win Friends and Influence People’ was first published in 1936. Dale Carnegie, its author, died in 1955. Both dates put the creation of Facemash in 2003 well out of sight. Facemash, if you’ve not remembered or guessed, was the website that would grow into Facebook and do more than perhaps any other in the new wave of social media sites to force marketers to reappraise their approach to marketing.
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Directory 14 - an advertisement for advertising

Issue 14 | March 2010

In this issue of Directory we have, at last, some work from China. Not just two pieces from OgilvyOne Beijing but also a beautifully-written and observant essay from Kunal Sinha, Executive Director of Discovery at O&M Greater China...
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EPICA Awards 2009 - Bank Transfer Job-Ad

DraftFCB Vienna
Issue 14 | March 2010

The agency created a completely new medium in the credit transfer, transferring 1 Euro to other agencies using online money transfer systems which eagle-eyed accountants would spot.
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EPICA Awards 2009 - Guards

Saatchi & Saatchi, London
Issue 14 | March 2010

Every year, Saatchi’s hosts the New Directors Showcase at the Cannes Advertising Festival.
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EPICA Awards 2009 - Personal Inspiration Guide

Lemz, Amsterdam
Issue 14 | March 2010

Just as you use tearsheets in brainstorming sessions, so IKEA encouraged visitors to the site to ‘tear’ images and pages from the online catalogue and upload them into their own personal inspiration guides.
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EPICA Awards 2009 - Petrol Receipt

DDB Hamburg
Issue 14 | March 2010

To position the car as exceptionally economical and environmentally friendly, the agency used a channel which would find its way into the hands of every single motorist at precisely the time and in exactly the place when the cost of petrol would man most to them.
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EPICA Awards 2009 - The Contemporary Beauty Ideal

Ogilvy Frankfurt
Issue 14 | March 2010

To demonstrate the unhealthy ideals of beauty promoted by the media and fashion industry, a number of world-famous masterpieces were repainted.
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EPICA Awards 2009 - The First IKEA Cinema-Catalogue

DDB Berlin
Issue 14 | March 2010

Teams armed with powerful torch-projectors went to the movies and whenever an item of IKEA furniture or furnishings appeared in a scene, then they projected the price onto the screen for the audience to see.
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EPICA Awards 2009 - The Navigation Letter

DDB Berlin
Issue 14 | March 2010

Custom-made software was installed which recognized whenever an envelope was about to be printed. It identified the address in MS Word and then connected through to Google Maps.
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Mind your language

Issue 14 | March 2010

Language is a dangerous thing. Ideas are embedded in the words we use. Outdated ideas persist because language influences us to think in ways that may not be fit for the way of the world now. Marketing and communications are replete with just such words and phrases, which are used frequently, and often not examined. Let’s just take four in common use.
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Seeking Inspiration

Issue 14 | March 2010

“Don’t forget you promised to write something about inspiration for Directory”, Patrick Collister reminded me in full ‘editor with a deadline approaching’ tone of voice. So, here I am, faced with a blank white page of a word document with a cursor flashing, in search of inspiration.
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The Won Report 2009

Issue 14 | March 2010

The Big Won is the only awards analysis organisation to look at marketing services awards as well as digital and traditional above-the-line advertising and has been producing annual rankings of Direct and Digital advertising since 2003. These are the 2009 rankings, measuring agencies on awards won between January 1st and December 31st of the year.
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13. Unlucky for some

Issue 13 | December 2009

The most disagreeable part of editing Directory is turning away good work. Editing Issue 13 has been more disagreeable than usual.
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6 ways to improve your chances of winning awards

Issue 13 | December 2009

Every awards organiser has a dark secret. I know. I used to be one. It’s that 90% of the entries never stand a chance and not just because the very best will blow them out of the water – although that’s true as well.
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Every penny is beautiful

Story UK
Issue 13 | December 2009

The agency had to create a look and positioning for a financial product which could hold its own in the ultimate arena of cutting-edge innovative design...
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How are the Kids?

EHS Brann
Issue 13 | December 2009

Using the bright colours and characters from the advertising, the recruitment into the CRM programme is an easy to complete questionnaire for mums and kids.
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IKEA FAMILY

LIDA
Issue 13 | December 2009

The creative force was a combination of well-crafted copy with state-of-the-art digital technology producing up to 40,000 variables per campaign...
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Judging at the UK’s 2009 DMA’s

Issue 13 | December 2009

Why is it that judging is such an odd (albeit rewarding) experience?
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Kern Precision Scales

20:20 London
Issue 13 | December 2009

Kern scientists were asked to weigh every element of their corporate stationery (from the letterhead to the envelope, down to the very ink on the business card) to a staggering seven decimal places...
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Mystery Packages

Proximity, London
Issue 13 | December 2009

The challenge was to turn RNLI from being the ‘least known charity among the youth’ to ‘one of the most talked about online in summer 08’... by discovering a higher purpose than sea rescue: the contribution young people make to society as a whole. After all, RNLI itself has no fewer than 470 volunteers under the age of 25 who are willing to risk their own lives to save others at sea.
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Returning to DM from Digital

Issue 13 | December 2009

An interesting tale of the on-going renaissance of direct mail, the continuing struggle of email and the shambolic incompetence of Royal Mail…
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Thmbnls-Interactive Mobile Drama

20:20 London
Issue 13 | December 2009

‘Thmbnls’ was a teen video drama broadcast for free over 22 weekly episodes exclusively on mobiles.
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