News + Thought

An introduction to basic

This meaty read is a great place to start to exploring basic, the process of creating interesting companies for a post-advertising age.  It is an extended version of a piece that first appeared...

Why brands struggle with ‘purpose’

This piece first appeared on CIM Exchange. There’s only one thing more common than brands talking purpose these days, and that’s brands without one. Keith Weed, CMO of Unilever, made an...

Basic Arts vs The News Media

  Basic Arts latest project sees us team up with the disruptive media startup The News Hub. Their unique model allows readers and journalists to take editorial control of the news leading to...

The View From BA’s Office

Basic Arts is delighted to be working with luxury tour operator Hartley's, not least because it involves working together in the Kruger National Park in South Africa. We'll keep you posted with...

Forget 2016, Here Are The Trends of 2028

This piece first appeared in Marketing Magazine It’s predictions season. And as we read once again that this year really will be the "year of mobile", we’re reminded trends don’t run on a...

Your business doesn’t deserve to exist… probably.

This piece first appeared in freshbusinessthinking.com Does your company deserve to exist? “Of course!” I hear you answer. But does it really. Because these days most don’t. There are...

The Strategy For “Cool”

This piece first appeared in the December issue of Marketing Magazine. It’s common knowledge that advertising has an authenticity problem. As transparency increases and brands lose control of...

The Y Plan Test

The London based events and ticketing service Y Plan are currently running the above ad campaign. In one simple poster they have managed to both skewer advertising as it exists today, and show...

Hello

Welcome to Basic Arts, a community of people changing brands and culture through a new advertising discipline called 'basic'. Basic is at its heart a technique of building interesting and meaningful...

To chat with a member of our team about Brand Echo, please fill in your details below and we'll get back to you shortly.