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Report

4 Oct 2017

This report argues that the notion that large brands are dying is simply not true. Nor has the world fundamentally changed in a way that favours small brands over big.

Journal article

11 Dec 2015

Advertising is becoming more accountable. Creative decisions, though, remain very difficult to justify. Armstrong’s (2010) evidence-based persuasion principles are a landmark effort to bring together evidence to support creative decisions. In this invited commentary, we ask: “What does this test of the Persuasion Principles Index...

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