Oliver Payne

Secret Weapon™

Art Direction, Concepting, or Creative Direction: I'm the digital industry's Secret Weapon™ I've been taking brands and businesses digital for 15 years in pure-plays, in some of the biggest and most famous advertising agencies on the planet... won lots of awards... blah, blah, blah.

I often found I'd want one of two quite different ways of creating creative work - the whole brief solved over days or weeks right under my nose, or outsourced completely. That might be outsourcing a brief, part of a brief, a presentation (sometimes simply a point of view) to a senior creative who would just take the pain away.

So that's what I do now: The whole brief under your nose, or I take the work, and the pain, away. And I love it. Message me for a no obligation chat.

Dan Gardner’s book ‘Risk: The science and politics of fear’ is a fascinating insight into the extreme difference between gut reactions and calm reflection. Our gut reaction generally helps us, but can give wildly inaccurate readings. And it’s these wild inaccuracies we need to watch, as an Israeli flight instructor now knows and creatives need [...]

What do you do with all your packaging? You recycle it of course. Good. The downside of that are the transportation costs and energy to pulp and reuse. But not if you’re the clever people at the Nothing Agency in Amsterdam.

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I found a PDF of a press ad on my data storage today. It’s an ad about the threats the internet imposes on big business (and by implication the opportunities it affords small business). It’s almost exactly 10 years old, and apart from a few quaint uses of language, you could run it today and [...]

Twitter - every language has a dictionary. This is Twitter’s.

Titter: A joke in 140 chars or less.
Twatter: an idiotic twitterer, or an idiotic tweet.
TwitteRatio: Ratio of followers to following. Heavily skewed towards ‘followers’ for celebrities. For non-celebs the opposite is true.
You want to add more? Go ahead…
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Update - I found this:
5. You’re talking like a [...]

As the tightening tap of big media dollars leave some big media channels as dry as Ghandi’s flip-flop one wonders whether the one-way message will ever regain it’s place at the top table of marketing.

It’s common to think of near-history as representative of history as a whole. And I wonder whether we’re making that [...]

Have you ever watched BBC Radio on television? At first it feels like being in a hotel, which is odd if you’re at home. However, they do some interesting things with the on-screen display.

They have a great little rotating copy line that tells you what’s coming next.
Simple.
So simple you could be forgiven for thinking [...]