The power of insight-led advertising
...or why I think the new Qantas Australia campaign got it right. Having spent much of my formative working life in advertising agencies, I have always remained a strong advocate of (good) advertising. I have a perhaps unhealthy interest in discovering new campaigns from around the world and absorbing them as both a consumer and a communications professional. I have seen first-hand examples of the impact that a powerful, advertising campaign can have on people, brands and even society. Great campaigns are rare, but when you come across one, it stands tall like a lighthouse, towering above an ocean of mediocrity. But whilst such exceptional work may come in all shapes and sizes, if you dig beneath the surface you’ll find that it typically contains two things in common: Firstly, it has taken a creative risk to ensure that the work will stand out from the competition and get talked about - great campaigns don’t follow category convention, they subvert it. Secondly, it i...