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    Nice analysis.
    With Staoil, it's extraordinary that such an expensive poster leads to such flimsy content online.
    Just illustrates the way brand communications can often be fragmented, with the cracks at the point different agencies meet.
    The Lucozade ad could have been great – imagine if they had made a great motif of the coloured tongue, just like iD magazine did with people winking on each front cover (showing my age there).


    Thanks for the comment, Tim. You'd almost have thought that Statoil's ATL and digital agencies had never worked together, so 'unjoined up' the comms were. And I don't imagine many people would have gone to ion the first place ...

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