The Way

Lessons in strategic thought

Your business doesn’t deserve to exist… probably.

This piece first appeared in 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...


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...

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