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Home before the postcards – the advertising stereotypes to expect in a World Cup year

Every four years a glut of highly paid professionals gather together to unite the world, hammer their opposition and prove to everyone that their team is # 1. These teams are ad agencies, and their tournament will be well underway by the time Russia has kicked a ball in the general direction of Saudi Arabia on the 14th June. The World Cup is Ad land’s Valhalla – a heaven of high fees, even bigger media spends and lofty aspirations of greatness. Like their pig skin plundering counterparts in the field, history is littered with the corpses of the ‘nearly men’, lying prostrate at the feet of the gods. For every Pele, there is something as stunning as Nike’s ‘Write the Future’ campaign. And then

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