Keep the spark alive
by taking risks, following a peak in success. The general manager went on to stress the importance of not relying on one formula: "If you replicate, you don’t end up with something fresh and vital," he said.
"In success, you sometimes lose the spark of what made you successful. What usually got you there is creative risk-taking."
Eclectic tastes
It’s no surprise during day four of Ad Week, however, the Turner Prize winner said 'eclectic', as well as 'authentic' and 'profound' were terms "too often bandied around as meaningless clichés".
He added: "These are all words that you show, not tell. The minute you have to say something is profound, it’s not."
The imperfect picture
"We need to stop giving those digital images currency and taking it away from ourselves in the flesh," she explained.
Vernon and the rest of the panel at a session marking ten years of Grazia were all in agreement about the need for consumers to put down the selfie stick. This included retail guru Mary Portas. "Instagram images are so stylised and the [message is] the images of their lives should be one of perfection and that ability to be who you want to be is lost," she highlighted.
What's your purpose?
Google’s head of agency sales , as the market is beginning to fill with a plethora of brands due to low barriers to entry.
"There is a need to have a genuine purpose and brand mission at the heart of what you do," Hagger said. "In the context of everything being easier to create, people often confuse product innovation with brand innovation."
Simplicity
who stressed that 89% of advertising in the UK goes unnoticed, despite people being exposed to 1,000 messages each day.
He hammered home with: "You can’t persuade me unless you have impact to get on my radar and you communicate it to me."