latest blog

“The Boat!” (And the art of selling)

I’ve just returned from “The Boat!” The 3-day intensive meeting extravaganza where agencies try and impress marketing bosses that they just have to work with each other. It’s very full on, and as everyone is captive on a cruise liner anchored off Guernsey, there’s no escape. In fact if you don’t turn up for one…

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Mad Men pt2 – Why you must avoid scoring 7 out of 10 at all costs!

At J2 we pride ourselves on trying to always find the best creative solution for a challenge. I always go into pitches thinking; “Let the result of this either be 10 out of 10 or 1 out of 10; please please please don’t let me walk out with the prospect thinking – that was nice,…

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How to make sure every project turns out right!

I’ve been meaning to scribble down my thoughts on this ever since I saw the very impressive British adventurer Monty Halls make an after-dinner speech at a marketing event. Just for the record I’m admitting blatant plagiarism from the off here, and confess I’ve stolen the central idea from Monty’s talk, but it’s a very…

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Winging the pitch! Why sometimes it’s the best option.

Lately, in the few minutes of relative calm that enters my day (not often enough!) I’ve been snatching a few pages of Shaun Varga’s book; “Brilliant Pitch.” It’s a decent read, a lot of stuff in there you already know, but don’t ever take the time to think about properly, and then there’s the couple…

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It’s the time of the “Mad Men” again!

In a pub the other night somewhere in East London I was joined by a bunch of very big digital marketing brains. One of them, Harald, is known as one of the top SEO practitioners in Europe – a very very big brain indeed! As I was talking to Harald I told him about how…

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The new Mercedes A Class advert, and why it’s breaks a basic rule of sociology

Something’s been troubling me about the new Merc A Class TV ad. The one where “you drive the story”, by sharing your ideas for the next episode through social media. A long time back I was learning about the founding fathers of sociology (bear with me!) and one of the three was a Frenchman called…

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The iPad Mini vs Windows 8 Tablet – Which will be on your Christmas list?

After endless rumours and gossip the last couple weeks has seen an explosion in the digital arena, the new Windows 8 range from Microsoft launched on the 26th October to much anticipation and expectation. Never one to be beaten Apple launched their new iPad Mini and iMac a few days prior on the 23rd October….

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Disrupting the brand, and whether I should go and watch “The Sweeney” or not!

I saw this very sharp comment written by Tara Beard-Knowland (@TaraatIpsosASI) in the Campaign Magazine blog the other day, and thought it was definitely worth the starting point for an interesting discussion; “Be true to your best self. Your creative campaign shouldn’t be a departure from the brand’s spirit. Everything about the campaign should reinforce…

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The tune is King!

How many times have you heard artist X is going to be the “next Beatles” only for them to usually fade into obscurity. But what is it about the Beatles that makes them the yardstick by which all pop music is (and probably forever will be) judged? Simple, it’s all about the “choon” (ok, tune…

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