“You have to be consistent in terms of what you stand for in your values, beliefs or the common thread of what you’re trying to get across. But the way in which you deliver it needs to be constantly changing.” “It’s a bit like the emotional John Lewis Christmas ads that worked for a few years until everyone else copied it and it lost its impact. Last year’s ads were a bit funnier and the game had moved on,” says Douglas at VCCP.


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