By Andrew Boulton

Not long ago I wrote a piece for The Drum suggesting that we shouldn’t be afraid to employ copy that asks the reader to think a little bit harder. Typically, like many of my poorly-reasoned arguments, events have caused it to crash to the ground like a glue-sniffing pigeon.

Or, perhaps less dramatically, I’ve come across a particular example where ‘challenging’ copy is being grossly misused – namely, Christmas adverts for premium fragrances.

This niche little pocket of the form is not a new phenomena. In fact, at about this time last year, I wrote another piece for The Drum that proposed Read full story ›

Source: The Drum