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Trevor Robinson OBE:

A creative idea is worth nothing if it can't be brought to life, and to reflect this Cannes Lions launched the Industry Craft Lions in 2018. An addition to the Film & Digital Craft categories, "the Industry Craft Lion celebrates the creative artistry, talent and skill required to deliver a beautifully executed solution and bring a creative idea to life". As the president for the category 2019 Trevor Robinson OBE shares his thoughts on what he's aiming to achieve with the category this year.

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MINDBOMBING

With choice proliferation in even the simplest categories and an ever-fragmenting media landscape pumping out thousands of brand messages every day to reach people who's attention span is now just 8 seconds, how do we engage people effectively?

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Being unafraid to go against the grain can work wonders for your profile

When we work with brands, we start by celebrating the truth of who they are and the people who are really going to love them. We mark ideas by their ability to trigger strong emotional reactions to grab attention.
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WANT BULGING CONCEPTS? IT'S TIME TO HIT THE GYM

Our copywriter, Claire Sutherland, discusses the relationship between creativity and staying active.
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MY DESERT ISLAND ADS

Kit Altin, The Gate London's Chief Strategy Officer, writes about her favourite ads and strategies from those Andrex Puppies to more subversive fare from Dunlop. Unusually makes reference to both Mr Creosote and Roger Federer. The piece first appeared on More About Advertising.
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The power of friction for brands navigating a frictionless world

Seamless brand experiences risk being forgettable; sometimes it pays to throw in a few well-placed obstacles.
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The 5 Dynamics of Business Marketing

70% of B2B customers feel brands don’t understand their business. In a global study of 640 decision makers carried out across 4 markets, we discovered that B2B marketers are either clinging to the conformity of ‘what used to work’, or hiding behind the complexity of new solutions. Our 5 Dynamics of Business Marketing will help you to breathe new life into your B2B marketing and find bold answers to move your business forward.

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Insurgent

Insurgent brands are high growth brands. They are outsmarting their bigger competitors in the battle for consumers’ attention. This study identifies how brands of all shapes, sizes and life-stages can adopt and exploit the behaviours of Insurgent Brands.

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Why Pay More?

For 69% of leading brands, shoppers would not be prepared to pay more for one over another. Yet a 1% increase in price can increase profits by 12.5%. Our research identifies how marketers can seize back control of the most important, most forgotten driver of profit.
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Missouri Creative: Global Drinks Trends

In this insights piece, we explore the main consumer trends shaping up the global alcoholic drinks category in the next few years.

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Missouri Creative: Food Trends

In this piece, we explore a few key trends that will shape up the global food sector in the future. Five themes that emerged from our research are: Prescription Nutrition, Biohacked Snacks, Dietary Diversity, Zero Waste Living and Plant Power. At Missouri, we help brands to maximise these opportunities, build strong ties with their audiences, and influence behaviour.

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Green Economy: Cannabis Culture and the Implications for Brands

Welcome to the fourth edition of our 'Show Me' bi-annual publication. This issue focuses on the cannabis sector, the macro consumer trends that are driving behavioural change in this fast emerging category and the implications for brands. We also share something very exciting: in the Missouri tradition of showing not telling, we imagined what the first premium British cannabis brand would look like: ELXR.

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WHY LES BINET & PETER FIELD ARE MY AD HEROES

The case for Les Binet and Peter Field as the industry's unlikely knights in shining armour. First appeared in More About Advertising here http://bit.ly/2NmlgAx

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Total brand experience can deliver long-term impact

Total brand experience requires a perfect blend of creativity and design thinking, says Matt Holt, chief strategy officer at Digitas UK.
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THE 'REUNIFICATION' OF MEDIA AND CREATIVE

As more clients look to different agency models, some learnings from an agency that blends creative and media thinking.
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When advertising does good, good things happen in turn.

**Written for Campaign** Unsurprisingly, trust in advertising is at an all-time low. But Laurence, and the rest of us, strongly believe in the power of advertising to do good. As David Droga recently observed, ‘“People don’t like advertising, until their cat goes missing”. When agencies are employed for social good rather than solely commercial gain, that’s a trust lifeline. Don’t be afraid to shout about the good you do.