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	<title>Bi-weekly Letters of Garrulity</title>
	<link>http://www.wmwuk.net/blog</link>
	<description>The Wilding McArdle Wilson blog</description>
	<lastBuildDate>Fri, 03 Sep 2010 08:24:05 +0000</lastBuildDate>
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		<title>Does a bear sh*t or defecate in the woods?</title>
		<description><![CDATA[This branching video from Tippex is a clever use of youtube.
Though beware the blue language in the set-up video.
To me, it&#8217;s not only a touch gratuitous but also a rather uncomfortable fit with the brand it&#8217;s promoting.
]]></description>
		<link>http://www.wmwuk.net/blog/?p=341</link>
			</item>
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		<title>Email of the week</title>
		<description><![CDATA[This just dropped into my inbox from my esteemed colleague Mr Chris Andrew.
Subject: Now I&#8217;m no Fire Safety Inspector&#8230;
Body:
&#8230;but there&#8217;s something in this scene that bothers me:

]]></description>
		<link>http://www.wmwuk.net/blog/?p=336</link>
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		<title>Ask a silly question</title>
		<description><![CDATA[My boss often likes to suggest he taught me everything I know. My standard rejoinder is that he’s only taught me everything he knows. Such is the hilarious quip-foolery that makes working at WMW like an unending episode of Friends. Hellish.
But here’s an example of something invaluable I did learn from Our Dear Leader: the [...]]]></description>
		<link>http://www.wmwuk.net/blog/?p=333</link>
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		<title>Yankee doodle not so dandy</title>
		<description><![CDATA[I’ll be popping on a more constructive post shortly, but sometimes something catches your eye you just have to share.
In this instance, it’s the intro copy to an app for a certain well-known vendor of American college-wear. Before going any further, I strongly recommend you brace yourself. Whiplash from the inevitable cringe reflex is a [...]]]></description>
		<link>http://www.wmwuk.net/blog/?p=327</link>
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		<title>Why creative is the last place you should go</title>
		<description><![CDATA[A neat little bon mot from one of the many creative how-to guides (apologies to the uncredited coiner) goes as follows:
“At all costs resist the urge to start writing.”
That is to say, only start executing an idea when you’ve thought it through properly. If you have, the copy will flow easily because you know exactly [...]]]></description>
		<link>http://www.wmwuk.net/blog/?p=323</link>
			</item>
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		<title>Generically yours</title>
		<description><![CDATA[Today a member of the Client Service team wondered over with what he purported to be a new brief.
“So what’s the message?” I enquired.
“They just want something generic,” he replied.
At this point I ambled to the nearest available corner, curled up into a foetal position and started singing ‘Row, row, row the boat’ in an [...]]]></description>
		<link>http://www.wmwuk.net/blog/?p=320</link>
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		<title>Just how rewarding are rewards?</title>
		<description><![CDATA[Secretly, I’m a nerd. I say ‘secretly’. I think my weekly Amazon delivery of sci fi books and videogames mean the creative team is on to me.
(Seamless segue approaching)
If you’ve ever bought a PC videogame, you’ll have seen two important pieces of information on the back of the box. The first is called Minimum Requirements. [...]]]></description>
		<link>http://www.wmwuk.net/blog/?p=313</link>
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		<title>PR Week Awards: Note to self</title>
		<description><![CDATA[Together with our friends at O2, we&#8217;ve been shortlisted for a PR Week Award in October.
Must not drink too much at the ceremony.
Max Clifford would have a field day.

]]></description>
		<link>http://www.wmwuk.net/blog/?p=309</link>
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		<title>As simple as that?</title>
		<description><![CDATA[A common theme in the world of communication is ‘simplicity’. You know, making complicated stuff simpler so it’s more easily digested.
But, while simplicity is a prerequisite of effective communication, alone it’s not enough.
We’re not simply (there it is again) in the business of making things more easy to digest, after all.
Marcus Wareing doesn’t just fillet, [...]]]></description>
		<link>http://www.wmwuk.net/blog/?p=273</link>
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		<title>A tone of voice to match</title>
		<description><![CDATA[A couple of months ago, I applied for a job. This is what the ad said:
The onerous tasks
Right now, we need a copywriter to join our incredibly busy but remarkably friendly (and indecently talented) creative team. It’s a chance to work on all kinds of internal brand communications – from posters and brochures to events [...]]]></description>
		<link>http://www.wmwuk.net/blog/?p=269</link>
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