(c) Copyright Salt Partners Limited 2016. All rights reserved.

Train hard, fight easy and the art of war

My son is coming to the end of year five in his primary school, but like many in his year group he has already finished the year six curriculum. As a parent governor in the school I know the teachers quite well, so I asked my son’s teacher: “Why does the school push them so hard?” … I didn’t want to criticise him, this was genuine curiosity. “Train hard, fight easy, that’s our motto.” his teacher replied. Of course, this military maxim makes a huge amount of sense. Training is easier than fighting, so if we train hard then when we have to fight, we’re both more confident and more capable, and of course we’ll achieve better outcomes. And sometimes, if it is clear that you’re well trained, con

Gorillas are not for everybody.

Gorilla campaigns are those campaigns that stop you in your tracks, make you think twice or make you join some of the dots yourself. They’re emotive for sure, but they can also be polarising or controversial. M&C Saatchi’s latest work for Huawei appears to be a candidate for Gorilla status. It has already caused a buzz amongst the aderati on Twitter. The campiagn features a series of shots of women breastfeeding their infants in public spaces. The shots are black and white and a evoke calm, natural appearance of both mother and baby. The headline reads… “MAKING THE EXTRAORDINARY NORMAL” …(set, of course, by somebody from the Watford School of Titchy Type as my old boss used to say), and is p

Why the outcry over poor pitch practices?

Adweek recently reported that General Millsis one of the latest advertisers to be subject to the outcries of the ad industry for their poor pitch practices. (Their latest pitch process, reportedly included 120 day payment terms for an unspecified number of brands, an unspecified length of contract and the dubious treatment of agencies’ intellectual property rights.) Of course, it’s not how The How to Buy a Gorilla Companyruns pitches for our clients, but I still fail to understand the need for an outcry. Plenty of people buy cheap products, cheap advice and cheap services every day - and they all get what they pay for - which is no more or less than they deserve, as a rule. Advertisers are