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AUCKLAND, Today: “Here’s a tip,” says Phantom Billstickers’ Rupert Fenton, a perceptive chap, addressing the “art-of copy” problems faced by many brands.

“Lean into the difficulty,” he reckons.

“Don’t hide from the reality of the brand. You may find there’s a powerful and distinctive message waiting to come out.

“Some products are harder to advertise than others. They aren’t conventionally appealing. They don’t have the strongest brand. Perhaps they come with some baggage.”

  • Read more of Fenton’s insights here

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