Marketing, 10 Aug 2005

Humour is a powerful communications device if used in the right way, but getting it wrong risks doing damage to a brand’s reputation. James Curtis looks at the do’s and dont’s:

‘The biggest mistake, particularly among more creative companies, is seeing humourous marketing as a means in itself, rather than a means to an end,’ says Justin Kirby, managing director of agency Digital Media Communications. ‘They forget to ask if the humour is actually achieving something. Mostly, humour is used as a creative solution to a problem, not as a properly thought-through strategic approach.’