AAR

How good are you at writing a brief?   I reckon it’s one of the most under-rated skills in business.   Everyone must – at some point – provide written instructions to someone else.   A common mistake is over-writing.   I’ve worked with people who think that a brief is better when it’s extensive. And offers reams of…   : Background info : Style guides : Research : Deliverables : KPIs   These are the worst kind of briefs.   The recipient gets bogged down and can’t think straight. A brief can be a paragraph – or even a single line. It must perform a single job.   Provide a mandate for the team.   Complexity kills creativity. Simplicity lets it fly.   Remember: it’s called a ‘brief’ for a reason.   What’s the best one you’ve ever read?   I’ll go first: The Citroën 2CV (pictured).   The brief was to design a car that could be loaded with fresh eggs, and driven across a ploughed field without them breaking.   #brief #work #agency #businessofcreativity

Reflections on LBBonline - Little Black Book “Better Together” event Thank you, Matt & Co for a great event that gave all of us a healthy boost of optimism. The conversations reinforced a shared belief that market disruption brings exciting opportunities, and that creativity, collaboration, and strong partnerships are the foundations for navigating the changes ahead. All themes that make our AAR hearts beat faster! Here are some of my key takeaways: What Does the Market Look Like Now? Alex Brownsell began by highlighting that global ad spend has surpassed £1Trn, with social media channels leading the charge. Sarah Virani reminded us that trust, inclusion, and sustainability aren't just buzzwords - they’re the values shaping the future of our industry. What Do Brands Need? Marketers Simon Valcarcel, Ben Curtis, Kate Wall, Lindsay Barrett, and Elise Burditt discussed how their long-term agency partnerships help their brands adapt to change: by using data to anticipate shifts, managing budgets more effectively, and leveraging innovations in new technologies. Kate Wall highlighted the importance of building a shared vision and trusting teams to 'work their magic’. What Does Production Look Like in 2024 and Beyond? A mix of production experts, including Tracey Cooper, Andrew Levene, Patrick Murphy, Victoria Keenan, Tim Page, Paul Ward took the stage to highlight how production needs to evolve. With 60-70% of produced assets going unused, the message was clear: it’s not just about producing more content, but about producing smarter. As AI technology emerges, there’s a growing focus on blending traditional craft with new digital opportunities. The role of agencies remains critical here, helping clients navigate the right production partners and ensuring value is delivered at every stage. How We Reignited Guinness Grainne Wafer shared an inspiring case study about Guinness’ transformation from a broadcast-first to a community-first brand. It was a powerful reminder that strong brands, supported by a company culture that champions creative excellence can make incredible leaps with the right partners. How Are Agencies Evolving? Natalie Graeme, Chris Gallery, Matt Watson, and Carlo Cavallone stressed the importance of staying true to what makes their agencies unique. In a changing market, clarity about your unique perspective is essential as agencies diversify. Matt and Carlo discussed how their teams are adapting, but some fundamentals - like valuing external partners and, as Matt said, “playing nice” - never change. Successful New Models: A Deep Dive into Innovative Making and Creating Amina Folarin, Emma Harman, Andrew Swinand, Rochelle Palmer, and Aiden Darné wrapped up by discussing trends transforming production, highlighting that technology enhances creativity rather than replacing it. Automation frees teams to focus on big ideas, while forward-thinking models open new opportunities for agencies and brands, keeping creativity central.

"If you're repitching, there's a f*cking problem" ... “You don’t do it if you don’t think you can win it” Repitching, in-depth... #advertising #adagency #advertisingagency #adland #communications #media #mediaagency #mediabuying #creativity #creativeagency #marcomms #marketing AAR Leo Burnett UK Carly Avener T&Pm Nick Wright Havas Media Network Havas Media UK Sarah Golding Nicola Merrifield Hannah Astill COMvergence Suzy Ryder OMD UK Omnicom Omnicom Media Group Luke Bozeat GroupM WPP Johnny Hornby Beau Jackson

This is possibly the worst photo representing the best decision. Who remembers social distancing! 4 years ago today Andrew Bloch joined our merry band at AAR to run our PR, social and influencer practice working closely with Rebecca Nunneley and Hannah Astill to run innovative and future proofed selection processes. Thanks for bringing the smarts and the joy. Here’s to the future