This Is Branding has independently summarised and contextualised reporting from Design Week ↗.
There’s one statistic I reach for when a client asks why creative costs what creative costs. Which is often. Sigh. In 2013, Werner Reinartz and Peter Saffert of the University of Cologne published a study in Harvard Business Review. They took 437 TV campaigns for 90 fast-moving consumer goods brands in Germany, had trained consumer […]What to read next: Beyond brazilcore: finding ‘originality by origin’ | Shirt storm: the beautiful game and its critical clients | Big beer’s ‘challenger costume’…
On our radar
This source brief has been added to the This Is Branding editorial queue for review. Open the credited source from the attribution panel to read the original reporting, then expand this draft with your own analysis before publishing.