The best advice I could give to anyone creating an ad campaign is to look for an emotional hook to hang your idea on. Conveying bald facts as your message often falls flat and fails to engage or motivate action.

This recent campaign promoted an Open Day, with digital delivery, print and display POS.

A young person would attend an Open Day only if they were interested in the first place.

So, we needed a campaign that sparked the imagination, that fuelled thoughts

of an exciting, rewarding future.