By Adam Fausset

The title of this blog is a quote which I like to run out, ad nauseam. I was never sure of its origin until recently, but I’ll get back to that.

I love this saying. It’s an obvious contradiction in terms but, for me, it summarises one of the great truths in advertising.

You see, ‘word-smithing’ is an art. (I’m doing my best here, but I haven’t got a lot of time!) The longer a piece of prose is, the longer a story goes on, the more likely people will lose interest.

The digital world is proof of this. Analytics reveal Read full story ›

Source: The Drum