George Webster

104 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. 10,000+ catalogued. This platform is what came out of it.

Platform Hijack Provocation

The best place to detonate a message is inside a moment that's already on fire.

5 min read

Fake Format Reveal

The campaign people skip is usually the one they can smell coming a mile off.

6 min read

Wordplay Metaphors

The brief was there all along. It was just hiding in the language.

5 min read

Give permission

The barrier is never just awareness. It's always judgment.

6 min read

Distinctive Asset Tactics

No need for introductions. Just show up differently.

5 min read

Build Participation

Brands that become behaviour outlast brands that stay messaging.

5 min read

Build Desire

The brands worth wanting most aren't trying to be wanted.

4 min read

Incentivise the Problem

Turn bad behaviour into creative gold

4 min read

Reframe Value

The price is not always the problem. The frame around it usually is.

4 min read

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