Ads that connect with the masses deliver best results

The ‘member’ campaign of Equity Bank was a classic case of word-of-mouth marketing not only because the ad agency devised a creative message that touched the hearts and minds of the wananchi (citizens), but also because it generated active chatter and adoption into the everyday conversation.

But isn’t that what advertising is supposed to do? David Ogilvy said that ads without a big idea pass like a ship in the night — as if it never really was there in the first place.

Read the full column on the Business Daily site →

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