Designing the right incentive scheme

Some basic rules for an incentive scheme, as offered in 'Think Like A Freak' by Steven D Levitt and Stephen J Dubner:

1. Discover what people care about
2. Choose something that's valuable to them but cheap for you
3. Pay attention to how people respond - and learn from it
4. Create a cooperative incentive, if possible
5. Appreciate that some people will try to manipulate your scheme

Come, They Trolled Him

November 2015: Digital Cinema Media (DCM), which arranges advertising for many of the UK's biggest cinemas (Cineworld, Odeon and Vue), decides not to take an ad from one potential client.

"Astonishing, disappointing and rather bewildering", says the client, which happens to be the Church of England. DCM says its policy is not to accept any political or religious advertising. "Some advertisements - unintentionally or otherwise - could cause offence to those of differing political persuasions, as well as to those of differing faiths and indeed of no faith." An appropriately sensitive decision or a threat to free speech?

Much press coverage follows.

December 2015: Advertising network Churchads.net and Christian communications business Premier approach DCM with a potential ad to promote their 'Christmas starts with Christ' campaign.

DCM declines again, for exactly the same reason. ”DCM has a long-standing policy of not accepting political or religious advertising in the cinemas we represent."

Press coverage follows. Once more.

One of the most unusual charity letters you'll get this Christmas?

"To start with, I'm not a member of The Salvation Army. I'm actually a writer."

This year's Christmas direct mail campaign from The Salvation Army is breaking the fourth wall, you might say. It's admitting the letter is written by 'a writer' - although it's not saying whether previous marketing letters have had similar professional help.

The letter claims to be 'one of the most unusual charity letters you'll get this Christmas'. In many ways, you could suggest it's one of the most traditional. Arguably this technique is a close relation of the ancient Greek Chorus and the Shakespearean aside.

I've talked about my role as an anonymous writer before but really can't see the wall-breaking technique working for most of my clients...

"Hey, I'm not an anthropomorphic mobile phone, I'm a copywriter."

"It's been a great year for the company. So they tell me, anyway."

"And if you have any queries, please give us a ring. Okay, give THEM a ring. Don't call me unless you need anything written."

A couple of gems from the Advertising Standards Authority

There are some absolute gems in the Advertising Standards Authority adjudications released today.

It’s good news for Honda...

We considered that viewers would recognise that the action of driving towards a supernatural opening portal was not realistic behaviour

...and good news for Converse, too.

We noted that one woman was wearing her bikini near palm trees and another appeared to be having a water fight, which suggested circumstances where women might ordinarily be in bikinis