Authenticity
& How Not to Suck

A Critical Examination of Authenticity in Advertising was the title selected when my project coaches informed me I would not be permitted to title the work, Creative Authenticity & How Not to Suck.

Cause marketing is not going away anytime soon, and indeed, consumers demand authentic practice in advertising. Yet we can scarcely agree on what that even means. Can it be defined, and can it be executed in a way that avoids perception as fake or boring? [Spoiler: Yes, it can].

The thesis explores the formulation of advertising that builds upon clear product truth and brand value, but is of far greater interest, and value, than simple reflection of the mundane, or tossing cash at influencers.

The abstract can be found here, and if, for some misfiring of synapse, you would like to view the full 100 page document, please do get in touch.