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In praise of hybrid creativity

We may have talked about the benefits of the creative polymath for centuries, yet most agencies keep their talent frustratingly siloed, says Wayne Deakin, ECD, EMEA at Huge. And it’s to the detriment of what brands need today

How Aldi became Britain’s funniest supermarket

Social media sensation #FreeCuthbert is the latest example of how Aldi has used wit to appeal to customers and break through in a very crowded market. We speak to its long-time creative agency McCann UK about how the brand nails its relatable sense of humour

The pros and cons of making merch

Leta Sobierajski, David Shrigley and Morag Myerscough weigh in on the ups and downs of making merchandise and products – from the joy of designing tangible objects to the challenges of getting it right

The power of long-term thinking

Successful brands need more than just an end line to capture audiences’ attention today. Here, Stephen Hancock, ECD at TBWA\Media Arts Lab in London, explains how establishing a platform for a brand allows for more creative freedom


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