A small fish and a black sheep: Paul Theakston

As a Yorkshireman there are two things I hold dear. Good beer and a stubborn resilience. Nobody exemplifies these two characteristics more than Paul Theakston.

By the time Paul came along, the Theakston family had brewed beer for 5 generations.

He took over the brewery, based in the lovely North Yorkshire town of Masham, when he was just 22 years old and saw, through trial and error, the business grow.

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Football’s coming home

I was in the pub watching the England game last Saturday and I started to wonder what might kill me first, the beer or the football.

It seems every two years we allow ourselves to dream despite all the evidence telling us otherwise. Then we are brought back down to Earth in typically cruel fashion. It got me thinking of ‘3 Lions’ by Skinner and Baddiel.

In 1996 England was getting ready to host the European Championships. Lad culture was in full swing and Frank Skinner and David Baddiel, aside from Liam Gallagher’s haircut, were the comedic arm of the movement.

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Bubble Trouble

You’re only ever talking to one person. That’s the old idea.

You should be able explain a campaign to your mate in the pub. If he gets it, you’re on to winner. But what if the pubs that directors, strategists and creatives drink in are slightly different than the people we’re selling to?

Yes, we’re only ever talking to one person. But we should ask ourselves, who is that person?

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Crowd Creativity

This is another ambient media rant. Yes, Yes I know most people aren’t interested in this traditional stuff, but it is the stuff we all see and the big idea (or lack of it) is front and centre, so that makes it a little more fun to discuss.

The worlds most loved brand gets themselves a big idea, and then develop it into a big creative idea. They break with the category, find a universal truth – or at least a truth that connects with crystal clarity to the core target audience, and then execute it in a way that makes people think, feel and do something differently.

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Marketing like a Fothermucker

Graeme Wallace, a disgruntled packing manager at Brewdog, was frustrated at being asked to be more punk so he decided to print ‘motherf**ker’ on the base of some cans of the Punk IPA cans.

When BrewDog were forced to recall 200,000 cans of beer, he probably thought he was going to be fired. He probably should have been, but he wasn’t, he was awarded with the employee of the month award.

Why? What on earth were they thinking?

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