George Webster

112 posts London

George is a content marketing consultant based in the UK. He has no awards, no cool creative account experience and no tattoos. What he does have is an unhealthy obsession with why ads work. 14,000+ catalogued. This platform is what came out of it.

Creative Use of Excuses

"Sorry" is doing a lot of work. Most of it isn't apologising.

5 min read

Creative Use of Names

Eight ways brands can turn names into rewards, rivalries, media, identity and more.

7 min read

Crowd Commerce

Eight ways to make participation serve your audience's goals and your own.

7 min read

The Earned Discount

Five ways to make the discount feel earned. .

5 min read

Behavioural Commerce

Eight ways to make authentic behaviour part of the purchase idea.

6 min read

CLIF Bar reframes the slowest marathon runners as winners

The tactics behind Final Finishers and the questions that could have got you there.

2 min read

Reframe Who The Hero Is

Six ways to put someone else in the frame.

5 min read

Disappointment

Nine ways to turn the emotion nobody wants into a brief we can quickly relate to.

7 min read

Spoof the Format

Seven ways to break a familiar format and steal the limelight.

7 min read

Subscribe to Big Ideas That Work for free tools and updates.

Join today, and we’ll send you the Source of the Idea 2026 report.