An (In)decent proposition

At Gilroy we believe at the heart of every great campaign is a proposition. This has been called many things over the years from an SMP (Single Minded Proposition), or a USP (Unique Selling Point), even a Unique Selling Proposition – when you look closely they’re all the same thing. In short, no proposition, no […]

Why this Christmas belongs to Monty

Why do people love Christmas ads? Memorable adverts from the likes of John Lewis and Coca-Cola along with cheesy perfume ads are now as part of Christmas as turkey and presents. John Lewis’ latest Christmas ad has been another huge success for the retail brand. Monty the penguin has reduced many parents to tears and children up [...]

Bridging the resource gap…

…and driving a connected customer journey Having the information and resource to reach and influence your customers is harder than ever. They are likely to use a range of research tools to form opinions before you even know they are interested. Potential customers can move across a range of social and traditional media, where they […]

Don’t be fluffy: value propositions

We all know that marketing constantly changes. But one thing remains consistently prevalent when it comes to marketing: a decent set of value propositions. Over the past 35 years, we have developed messaging for some of the world’s leading brands. When it comes to writing and creating value propositions, clients have often asked us, “what […]

Great minds think alike

And there lies the challenge. Great thinkers all generally have a ‘heritage’. Most have worked at great places, had similar thought processes or been conditioned in the same way regarding how to think or effectively complete tasks. Well it’s all changed, the Internet has thrown a spanner in the works. Thought processes now have to […]