Claire
@clairestrickett
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Brand strategy director at @Anomaly , cat serf, and sometime food/wine writer
London, England
Joined March 2009
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Bridgerton
• 479723 Tweets
MARTIN AL 9009
• 160117 Tweets
Flamengo
• 120883 Tweets
WELCOME BACK GBA APO
• 84867 Tweets
Rodolfo
• 70377 Tweets
水分補給
• 64931 Tweets
#يوم_الترويه
• 48065 Tweets
Dario
• 41863 Tweets
Oilers
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Normani
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O Vasco
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Panthers
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Edmonton
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FURIA LOS SACA DE A UNO
• 25199 Tweets
Bahia
• 25035 Tweets
Luiz Araújo
• 24336 Tweets
JAEHYUN BACK TO MILAN
• 23708 Tweets
#WorldBloodDonorDay
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Abel
• 20086 Tweets
Saint MSG
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Conor
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Rony
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Proposal to move Christmas to a season less likely to be the peak of a respiratory disease pandemic
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@yolian_ogbu
@deray
When you stay quiet to avoid conflict you start a war inside yourself... x
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Not having had children
With the benefit of a couple of months of hindsight, what was your best preparing for a pandemic move?
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How did you all know about the Northern Lights? Are you on some kind of mailing list or something???
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Oh dear God. All I want for Xmas is the end of shite rebrands that trash distinctive assets - this is a shop that everyone calls "Smiths" and they've... removed that part? Smdh
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Furious that I will shortly be expected to know what day it is again
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Could this be... a GOOD CAR ADVERT?
Nah. It's a great one.
What an idea. Proper brand strategy, from product to comms.
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A man just left the queue at one of the recently re-opened B&Q stores because they announced they were all out of hot tubs. This is lockdown Britain.
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This is such an amazing point and it's blown my tiny mind a bit. A world of sport that was genuinely centred around what women prioritise would look very different from a world that simply mirrors what's been built around men, but with the genders swapped.
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I really cannot overstate the benefits of telling excellent people you work with that they're excellent at every opportunity. Daily, if the opportunity presents itself. It only makes things better.
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Loving the good old fashioned copy that is the Weezy campaign. It's a super-simple brief about the benefit of the service, executed in various clever ways. And that's it. No ludicrous emotional laddering. No daft "TOGETHER WE IMPOSSIBLE" type lines. Just good writing.
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Two current big campaigns for hand sanitiser, two very different creative approaches. One a classic play for salience to create habit, one a classic example of emotive "laddering". One illustrated, one photography. An interesting case study. I know which I love most...
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If you think the point of advertising is to transmit a message, this does a great job. But, since the way advertising works is by creating or strengthening associations, what this actually does more than anything is create a mental connection between BK and putrid food.
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God the old Land Rover ads were good.
How to tell a story without any words at all.
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Allow me to let you into a life-changing secret: if you like pancakes, you can eat pancakes on any day of the year
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My most controversial opinion is that if Italians had had the wherewithal to invent cheddar, they would put it on pasta too
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I made a brand positioning doc for my cat and now other colleagues are doing the same for their pets, and it is bringing me untold joy
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@clairejoines
You're well fit! (Longest escalator on the Tube I believe, but this is niche knowledge, and, to be fair, exactly the sort of mass transit-related humour I look for in a partner)
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Those of you who know me from adland Twitter may be surprised to learn that in between writing sardonic tweets about our industry, I have co-written a whole book- for people who want to know more about wine, but don't know where to start.
Which Wine When is (finally) out today.
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At a family party I once got chatting to a fascinating woman who had literally written the (or at least a) book on the conditions that foster creativity and invention. (She worked in the world of science specifically). One of the things her research showed to be most conducive?
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@Hatspin
But if we all move there the planet will be bottom-heavy, so I'm afraid that's technically impossible
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This is bloody brilliant. Classic print advertising of the sort we so rarely see any more. Makes me happy.
Ad of the Day: Ikea's striking print ads highlight the benefits of sleep by comparing it to fad products that promise the same restorative results but rarely deliver via
@motherlondon
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"The client has fed back and they want it hyphenated."
"In the ... radio script?"
"...Let me get back to you."
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@simulacroix
@marrowing
Ending a marriage that makes you unhappy isn't in itself a bad thing. It's sometimes necessary. But ending a marriage at warp speed on a horny whim, dressing it up as a spiritual quest and writing about it (to the further humiliation of your ex + kids, presumably) is a bad thing
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So today has been a terrible week in many ways but it's also the week I got the keys to the first home I've ever owned
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There's a special place in hell for people who upload fake transparent png images onto the internet
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I feel like vintage advertising was much cleverer and prouder about presenting what are essentially offers and deals really creatively - my fave absolutely screamer of an example is below. Does anyone have any similar faves? I want to make a wee dossier
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I wrote a thing about what the word 'brand' means, because, despite working in 'brand strategy' for years, sometimes I wonder if we're at all clear what it is we're all on about.
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Using one word
per slide
on top of
full-bleed images
does not
automatically mean
your thinking is
profound.
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The number of times that people, both client- and agency-side, leap into problem-solving without spending time diagnosing the problem is increasingly amazing to me. Creativity is a form of problem-solving, but at least half of problem-solving has to be problem-identifying.
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For the last few days I've been trying to put my finger on the very particular feeling of it being so cold, so wet and yet light so late. Finally it came to me - it is the feeling of living in Scotland.
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@conroy_bumpus
@stace_walton
Jesus Christ. As if any "good school" can make up for the psychological damage of never seeing your father in your formative years (and learning 1950s mores from observing your parents)
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The gulf between the way the ad industry talks about "THE WORK", and the way people actually sit through ad breaks, never ceases to make me chuckle
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Working on a laptop in the office: I am but a worker bee of capitalism, devoid of life and colour.
Working on a laptop in a cafe: I am a fascinating and creative individual, indeed, I am practically Hemingway (without the misogyny).
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Appalling editorial decision. The day you run a front page focused on gendered violence and featuring murdered women is NOT the day to run the pull quote "promoted to she".
Izzard couldn't have known today's context when she said that. But the editorial team did. And did this.
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@AliceWickenden
I know the feeling... This one only has three legs and yet had to be held down by three nurses to have her jabs, in spite of being heavily sedated, while putting up more of a fight than any cat they said they'd treated before. Her notes now read "grumpy cat"
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I never thought I wanted a tattoo but actually I want this on my forehead
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@qassim_uk
@noolivesthnx
@punished_cait
@nikicaga
Women (mostly): "We would like to be paid for work we have historically been expected to do for free."
Men: "Eew no, how degrading! You should all do that for free for your own families, that's *much* more ennobling."
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What are we going to do with it if it comes home, anyway? We've turned its old bedroom into the study.
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@The_JamesJordan
@danwootton
The absence of something isn't the same as being forced to do something.
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Some professional news! After a wonderful stint at
@jellyfishglobal
, today is my first week in a new role at
@Anomaly
, where I'll be trying to do what I always do, for the sort of brands I've never worked on before - exciting, a bit scary, a lot of fun.
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Ah, that feeling when someone texts me to tell me that they have sent me an email and I want to throw everything out the window and devote myself to raising chickens
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Stop what you're doing and watch this absolutely joyous, genius TEN-MINUTE TikTok ad from Hilton. Proof that all that stuff about "people will only watch 0.00003s long ads on X platform" just doesn't account for truly great creative
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@youngvulgarian
It barely merits the term but I loathe the South Bank. It's for people who want to go to London but have no idea where to go. I love the BFI so will tolerate it for that but otherwise it's just deathly and only reminds me how much we fucked up this "having a river" thing.
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Today I move one step closer to my destiny - full-time ice cream critic - with a little hymn to Viennetta in this month's Waitrose Magazine
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I finally got to do the Mini MBA in Marketing last year, and not only did I get a new certificate for my mum to keep in a box until the end of time, I learned so much it's almost embarrassing. If you've been debating whether to do it, you absolutely should.
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I can't believe I'm writing this, but we had to say goodbye today to our dear, strange little monster, Alma 🐾 Turns out she was probably v ill by the time we adopted her. We had a wonderful 6 weeks together during which she shouted at us a great deal, and we loved her so much 💔
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God what a day it must have been at the Flora offices when they realized they could rebrand margarine as plant butter
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Yesterday I learned that the Poundland ripoff of Toblerone is called Twin Peaks
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Great little use of behavioural nudge via reframing here: the options aren't recycling or non-recycling, as we tend to think, but recycling or landfill.
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@qassim_uk
@noolivesthnx
@punished_cait
@nikicaga
Exactly!! Being a cleaner is only more "degrading" than being an electrician or a gardener or a accountant if we decide first to class cleaning and cleaners as "less than".
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How's your morning? Mine began at 5am when I woke up because there was a FOX IN THE BEDROOM. An actual fox.
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@lucifeerinc
@personaguk
Spot on. Gender is a way of being that you're taught to adhere to based on the way the world treats you as you grow up. He's been treated as a man most of his life so of course he still acts like one, regardless of what pronouns he wants to use.
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Has a more accurate diagram ever existed?
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Two truths:
1) People don't feel emotional connections to brands
2) Emotional brand advertising drives the greatest long-term rewards
Do you feel like these two statements are contradictory, or does their coexistence make total sense to you?
(Thinking of writing a piece...)
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Just heard that a dating app has introduced an antivaxx filter and while I applaud this, I would ask that we swiftly move to implement something similar for all men with profile pictures at Machu Picchu
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Behind the scenes of one of the greatest distinctive brand assets ever
I never considered there'd be outtakes of the "His Master's Voice" promo shoot IN 1901 but now I can't stop laughing.
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@NicKeaney
Ah yes, the only reason that women aren't overt in their sexual appetites is because they don't have them, rather than that the social penalties (judgement/slutshaming) and significant threat to their safety from male violence in one-on-one situations are the barriers. WTF?!
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Obsessed with this. How nice to see a brand being modest and realistic about the need it meets for people.
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I really couldn't love this more. To go one step further, if you make work about following your "true self" / entirely congruent with what you love, you are at far greater risk of collapse when work inevitably, as it sometimes does, goes wrong.
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Pretty sure this is the funniest advert I have ever laid eyes on
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This is such a good example of a phenomenon that I'm sure has a proper name I don't know - namely, that we don't "read" brand names the way we read other elements of language. Similarly, it took me years to notice that Land Rovers... rove over the land.
today, I learned Ray Ban is not a person, but an action that the sunglasses do: ban rays. I feel remarkably dumb lol
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@marcusjdl
In violent agreement with you - but also during the periods when I'm not drinking, I absolutely LOVE just saying honestly and cheerfully, "I'm just really enjoying not drinking way more than drinking". It's amazing how much it floors ppl who assume that alcohol MUST = more fun.
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I am deeply, deeply distrustful of people who say they enjoy running because either you are lying, or you are a person who enjoys running.
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Good design makes the world more joyful
I gripe a lot about bad design on here, and sometimes give examples of Bad, but for once, I can show you
literally the best design I have ever seen
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I have, predictably, helped make an advert featuring an adorable (puppet) dog
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Today in the Anomaly strategy chat we have mostly been discussing this absolute shocker of a product (no longer extant for reasons that do not need explaining)
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Hear me out: *every* international rugby team should do a dance at the start of a match. England, a Morris dance. France, the cancan. Entertainment value of the World Cup immediately multiplied.
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I think we would all be better off if we focused on the idea that the role of advertising is to create associative memories that bring your product to mind fast + favourably. It isn't to save the world or solve social problems, unless that's what your product was designed to do.
"Why does any brand think it falls to the brand to mend a broken world?"
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This is the sort of copywriting there just isn't enough of these days, frankly
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I think ... I'm gonna ban the word "insight". Yup.
Call it a fact, a data point, a hypothesis, an observation, a theory, a conclusion, a speculation - all good things in their way! People will feel if it's an insight because it will reorganize their mind (it usually isn't).
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What a blessed relief it is to have reached the age where I am genuinely happy to receive socks for Christmas
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I honestly feel so blessed to never have been seized by the desire to go to Glastonbury
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@hannahfearn
I've seen terrible stats about increased prevalence of domestic violence in households where women outearn men. Gender norms aren't just limiting they are downright dangerous
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Gousto's brand proposition is just so good, I wish I had written this. A simple insight + an instant benefit that sums up a complex product that is part of a whole new category.
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Such beautiful, simple, powerful work, perfect and heartrending in every way. No CGI, no big budgets, a proper masterclass in the power of storytelling.
𝗔𝘁 𝘁𝗶𝗺𝗲𝘀, 𝗶𝘁 𝗰𝗮𝗻 𝗯𝗲 𝗼𝗯𝘃𝗶𝗼𝘂𝘀 𝘄𝗵𝗲𝗻 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 𝗶𝘀 𝘀𝘁𝗿𝘂𝗴𝗴𝗹𝗶𝗻𝗴 𝘁𝗼 𝗰𝗼𝗽𝗲, 𝗯𝘂𝘁 𝘀𝗼𝗺𝗲𝘁𝗶𝗺𝗲𝘀 𝘁𝗵𝗲 𝘀𝗶𝗴𝗻𝘀 𝗮𝗿𝗲 𝗵𝗮𝗿𝗱𝗲𝗿 𝘁𝗼 𝘀𝗽𝗼𝘁.
Check in on those around you.
#WorldMentalHealthDay
|
#YouAreNotAlone
|
@samaritans
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Oh God, is it not enough that men are congratulated by society for performing the basic tasks of functional adulthood that women are expected to do automatically and without recognition... without ice cream getting in on the act???? Enough, I beg of you 😭
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Looking for the best case study there is on the importance of distinctive brand assets? You're welcome.
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The only acceptable way to eat Weetabix is completely submerged in hot milk, so they create a kind of extra-thick malty soup, topped with a crust of dissolving white sugar. I will be taking no further questions at this time.
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Has anyone successfully implemented something from a "trends report" and turned it into something interesting? Genuine question, albeit with an undertone of cynicism
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"Unstructured time in interdisciplinary groups" - in other words, just hanging out with people who work on different stuff to you and in different ways. To that end, she organised daily coffee and cake between 11 and 11.30, attendance mandatory.
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Had two glasses of wine and some olives in Central London this week and it cost £38. I am still recovering.
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This makes me unspeakably depressed, what happened to letting children believe they would have happy lives as artists or racing drivers??
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my financial goals? not to have to change every website to "sort from lowest to highest price"
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I feel like planners/strategists often feel that they're the ones in the room who meant to know everything, but really to be best at this job you have to embrace and get comfortable with the fact that you don't know much. So you can go and ask questions and learn.
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Next stop (after a few summery engagements) will be
@jellyfishglobal
, on
@tomroach
's brand strategy team - a whole new world I can't wait to get stuck into.
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How did brand strategy get reduced to brand positioning by so many people? It causes no end of pain - a neglect of other vital and interdependent fundamentals, and an over-obsession with positioning as the only tool deployed.
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