The Ad Magazine, People at work.

Creativity vs Brain: a way of living.

It’s been said before: creativity is a way of living and working in communication inherently implies a significant aptitude towards creativity. But did you know that our brains are not meant to be creative? Yes, because they’re wired to help us find the best solutions every moment of every day.

Luis Chica Fuentes
Creative Director The Ad Store Spain

Monetisation in the creative industry. Do ideas make money?

Since the early 2000s the growth rate of creative services has increased by 17% year on year. Today, the volume of the global creative industries market amounts to around $104.2 billion and it may exceed $1T by 2024.(1) Pretty impressive, right?

Valdemar Silva da Pires
Chief Marketing Officer, The Ad Store Portugal & New York

Stranger insights: we don’t know they exist, but they do.

Insights are something that we, as advertisers, never stop chasing and searching for. While representing a pivotal element in building a campaign, insights are really hard to find.

Giulio Nadotti
The Ad Store Italia

The NFT Strategy for us AD peeps

If you’re overwhelmed by the world of NFT you shouldn’t be, because it honestly takes a good 10 hours of solid YouTube research to understand what they are all about, plenty of YouTube channels out there to get your knowledge up to par on what they are, and especially for us, how to think from a brand perspective on that NFT collection for your client and how to properly launch it.

Bruno El Adm
GCC Regional Manager, The Ad Store UAE

Digital PR: Workflow & Best Practices

An efficient management of Digital PR projects is a key aspect in the life of any full-service agency such as The Ad Store. In this article, Digital PR & Influencer Specialist Margherita Cavallotti will guide us through the dos and don’ts of this fascinating branch of marketing.

Margherita Cavallotti
PR & Media Relations Assistant

The perfect project (doesn’t exist) 

What is a project and which are the different approaches to manage a project effectively? And what are the main pillars of the Agile Project Management approach? Managing a project using an agile approach requires the adoption of an agile mindset by the whole team. One of the key aspects of the Agile approach is that of servant leadership as a key resource to empower teams.

Martina Uggeri
Project Manager Italy & UAE

Pitch perfect – How to bring your creative pitch to the next level

Creative pitches are the craziest and most surrealistic moment of a creative agency’s life. Iconically associated with the advertising industry, they define and sum up how crazy and unpredictable our job can be. But how can you prepare for a creative pitch effectively and bring the pitch experience to the next level?

Giulio Nadotti
The Ad Store Italia


Brands, Subcultures & Social Activism 

Subcultures are increasingly influencing Brands. Brands are drawing new inspiration from subcultures and learning from them how to start new dialogs about particularly important topics, such as social activism. Why is this change so important and where does it stem from?

Luca Eremo
The Ad Store Italia


Year 1880. Music and advertising meet for the first time. The product? The first funicular railway on Mount Vesuvius, in Naples, Italy. The song? “Funiculì Funiculà”, a musical invitation to step aboard and try such an innovative means of transportation.

Antonella De Gironimo
Copywriter @ The Ad Store Italia
Covid-19: the new rules

In times like these, the temptation is to try to provide inspiration. I believe nobody can claim to have any or all of the answers for anything right now. That’s quite a mouthful for someone that does not believe in absolutes. What has happened around the world in the past month or so is only unbelievable if you believed in the infallibility of mankind. So let’s begin with the acknowledgement that nobody is an “expert” at anything. Let’s start anew in humility.

Mike Palma
Helping Creative Careers, Agencies & Brands Grow @
Fashion Email Marketing in the Age of the “New Normal”

Stores closed with stocks hanging on the racks, operations and deliveries hindered, new launches and new shootings canceled or frozen due to travelling bans. There’s no doubt that fashion is one of the industries that has been most heavily impacted by the Covid-19 outbreak.

Cristiano Sturniolo
Founder & Senior Advisor @ The Hitch Lab


A monthly briefing created by the Ad Store Dubai team. Get an insight into Expo 2020 Dubai and the UAE with our selection of news and hot topics. Discover more

Covid-19 Communications Best Practices

With the aim of supporting our clients navigate the Covid-19 crisis and steer their communication efforts in the right direction, we analyzed how brands dealt with the Coronavirus emergency and lockdowns.

Giulio Nadotti
The Ad Store Italia
6 Design Trends for 2020 

If 2020 marks the beginning of a new decade, the year 2019 already showed some signs of innovation that will get momentum in the year to come. So, what comes next? In my job I constantly monitor and visit blogs, magazines and websites from different domains and can’t help noticing and spotting current and new styles and trends.

Matthias Kroeger
The Ad Store Germany
The Fashion Industry – Trends & Insights

In an industry made of countless brands of all ages and positionings, the ones that are to survive and thrive will have to be able to correctly interpret and act upon the changes that are revolutionizing not only the fashion industry, but society and business at large. In this article I will try and outline the most relevant changes and trends that fashion brands are experiencing at the moment.

Luca Eremo
The Ad Store Italia
Can we train our creative muscles?

Ever wonder what the most desirable quality is in future leaders? According to a survey conducted by the World Economic Forum, the answer is creativity, described as "The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.

Daniela Pavan
The Ad Store New York
Five Pillars To Designing A Successful Growth Strategy For Your Agency

Becoming a million-dollar-revenue agency is a dream that many of us want to achieve. It would mean that all your efforts put you on the right track for success and that more doors can soon open to your business.

Daniela Pavan
The Ad Store New York
International Marketing Communications – Challenges and Solutions

When you need to manage international marketing and communication projects to export your brand or product to new countries, it’s useful to take a thorough, humble and well-structured approach to the task, keeping some relevant key aspects in mind and following two golden rules: don’t take anything for granted and rely on the know-how of experienced professionals. Because – it should go without saying – addressing users from different markets is far more complex and riskier than trying to engage an audience you know like the back of your hand.

Angela Melegari
The Ad Store
Powerpoint & takeaway food, the art of presentation design

In our profession, presentations are the core of our work and the way we present, visually, verbally and physically, is key to our job. A presentation is our face, the frontline of what we’re selling, no matter if it’s a budget, a brand strategy, creative stuff or a social media editorial plan. Even the tiniest and least important project deserves to be presented properly.

Giulio Nadotti
The Ad Store Italia
Intelligent Advertising & Storytelling

Marketing is changing. And the approach that we’ve commonly used no longer keeps up with this shift. In the old days, our marketing mix was ruled by Jerome McCarthy’s 4 Ps: Product, Price, Place, Promotion. Now we need to focus on the human side and rather follow another model that we believe to be more consumer-centric - the 4Cs developed by Robert Lauterborn: Consumer, Cost, Convenience and Communication. These should be the bases of every marketing strategy. But what differs between the two?

André Arrátel Torrão
The Ad Store Portugal
Art & Creativity

In my over 15 years of experience as an award winning painter and Creative Director, during which I’ve had the chance to cooperate and come in contact with outstanding creatives and artists – The Ad Store’s founder Paul Cappelli, creative founding partner of TBWA\Hunt\Lascaris John Hunt, Kenian artist Cyrus Kabiru and Moyo Okedigi, Professor at the University of Texas, USA – I have juggled between galleries and ad agencies, and I see a very strong correlation between art and creativity.

Chipika Simanwe
The Ad Store Zambia
Retail Renaissance

A new playbook for the retail & fashion industry to deal with undisciplined consumers. Business leaders are frequently quoting that “the only certainty is change”. They couldn’t be righter but yet so many companies lack the necessary set of attitudinal and behavioral competences that can truly drive change.

Data scientist, marketer and researcher for ISCTE - Instituto Universitário de Lisboa
In The Era Of Individuality, How Can Brands Create Successful Relationships With Their Consumers?

We live in a crazy busy world, overwhelmed every day with pieces of information coming from many sources. We are all online almost 24/7, checking our social media profiles or posting selfies. Computers, mobile phones, tablets -- it doesn't matter the device, we want to be able to have access to whatever we want anywhere, at any time.

Daniela Pavan
The Ad Store New York

How important is it to listen to your target in developing a communication project? We believe that listening is of the utmost importance - the foundation of any creative strategy and project. Read this article and discover a list of the main Social Media Listening tools, why you should use them and to what advantage.

Mustafa Hussein
The Ad Store Egypt
The perfect project management recipe

The right mix of planning, monitoring, and controlling can make the difference in completing a project on time, on budget, and with high quality results.

Mwanza Mpepo
The Ad Store Zambia
Image 01

Art is all around us but that’s not to say it’s not difficult. Creativity is volatile and unpredictable at times. Often, right at the peak of inspiration, the mind wanders and is bogged down by distractions. Innovation and creation aren’t natural occurrences but the products of thorough cognitive processes that create, update, and transform ideas.

Nader Khalil
The Ad Store Egypt

What is SEO copywriting? How much can it impact on generating traffic to a website, blog, landing page? How can you reach the highest rank in search engines? If you ever asked yourself these questions before reading this article, it means that my SEO copy strategy is working.

Antonella de Gironimo
The Ad Store Italia
Healthcare Digital Revolution

Today, the relations between a brand operating in the pharmaceutical industry and its users are no longer as smooth and streamlined as in the past. It has become multi-faceted. Both doctors and patients have many communication channels to do exhaustive research and get tons of complex information.

Remus Frunza
The Ad Store Romania

The restaurant sector is at a turning point. The impact of digital and other changes in consumer needs have led the industry players to change their business model in order to generate higher profits.

Giulio Nadotti
The Ad Store Italia
Branding best practices for 2018

We’ll try and summarise in this article some essential principles every successful brand should live by. Let’s start from a fundamental distinction.

Daniel Blattler
The Ad Store UK

The digital tsunami is moving at a rapid clip, encompassing all aspect of relationship between brands and customer. How to dare with it?

Valdemar Pires
The Ad Store Portugal
How do you revitalize an
airline’s digital image?

A digital restyling project is a complex activity in its own nature. Here, we’ll try to outline the journey that brought to the renewal of Meridiana digital assets.

Stefano Peschiera
The Ad Store Italia
Destination marketing
in 8 simple steps

How can you successfully market your business online to stay relevant and in the running? These 8 rules will help you to take your destination marketing to the next level.

Davide Rapetti
The Ad Store Italia
The importance of a consumer-centric communication strategy

Today, the efficiency of a communication campaign is measured by its ability to create continuous exchange and emotional engagement with the consumer. How? Read this article to discover more.

Anna Bianchi
The Ad Store Italia
The human side of chatbot

Imagine you're in a shop and need some advice for your next purchase. You look around but can't find anyone to help. What would you do?

Andrea Tangredi
The Ad Store Italy
Design Thinking: the human-centered approach to business

Design Thinking is an incredibly popular buzzword. Brands such as Google or Apple have adopted this methodology. But what it is exactly and why it is becoming so popular?

Daniela Pavan
The Ad Store New York
#AdTraining - Nuno Teixeira
The Ad Store International
What does it mean to be human?
The Ad Store Italia
What does it mean to be human?
The Ad Store Italia
What does it mean to be human?
The Ad Store Italia
What does it mean to be human?
The Ad Store Italia

Together we can
make a difference

If you too believe in the power of human communication, find out how your agency can become an Ad Store in your country.