The Redmond Review

When brands have the courage to let their international markets develop culturally relevant marketing, it can lead to powerful work, says Craig Redmond

He’s no fan of beer, but Craig Redmond is a fan of beer advertising. And he calls the new work for Camden Town Brewery one of the “best loss leader ideas” he can remember.

Pepsi’s “The Mess we Miss” could be one of many ads celebrating humanity’s freedom from the pandemic, says Craig Redmond.

In this week’s edition of The Redmond Review, Craig Redmond ponders two vastly different purpose-driven marketing campaigns, and explains why he sides with the fishes.

In this week’s instalment of The Redmond Review, Craig is reminded of advertising’s ability to unite and inspire debate.

“I’m in everything” quips Ryan Reynolds in his latest ad. But in this week’s Redmond Review, Craig Redmond wonders if the star is winkingly acknowledging his market saturation, or signalling his intention to step back.

In this week’s instalment of The Redmond Review, a campaign for Aussie beer brand Furphy reminds Craig Redmond of Molson’s iconic “I Am Canadian” campaign.

VW once again finds itself in “perception peril” following its ill-conceived April Fools prank, says Craig Redmond.

The U.S. Ad Council’s new ad to suggest Americans should “get off their bums, get vaccinated and get their bums back in stadium seats.”

Craig Redmond fondly remembers earlier days as a creative partner with Jeffrey Hilts, who just announced he’s stepping away from FCB

The last year led a lot of agencies to reevaluate every line on their budget—including awards shows.

In this week’s instalment of his regular column, Craig Redmond presumes that Orange’s ‘Baby Steps’ will inspire audience indignation (and delight)

The Rolling Stones frontman has created a voiceover for one of the world’s most hallowed venues: the Royal Albert Hall

An offbeat ad from sofa-in-a-box company SNUG captures the bliss of a world free of mean tweets and mean-spiritedness.

It was the sexiest night of the year in advertising, but brands and agencies found it difficult to satisfy consumers.

Is it COVID compliant? Craig Redmond doesn’t know or care. Instead, he says, it’s a joyful reminder of music’s ability to spread joy.

New Snickers spot outlines the dangers that come with having secret nicknames for your co-workers.

Technology and creativity are too often used to deliver a fleeting moment of marketing novelty, but this German execution demonstrates their power.

This is the first of a new regular column that long-time Canadian creative Craig Redmond will be writing for our Monday newsletter.