What did you do in lockdown?

I watched about a thousand ads. I noticed something I’d never seen before, even though I’ve worked in advertising for nearly 30 years. Almost all memorable ads use one of three basic idea types.

These ideas are derived directly from language, character and plot - the three building blocks of storytelling.

Effective brands need an idea. In a world of crowded and fragmented communications that’s more important than ever. No idea, no brand.

Thousands of brands have used one or more of these three idea types in order to succeed. You can find out more about the three ideas here. Or you can make one work for you by contacting me.