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Guinness Horses ads aren't what you should aspire to for social, it's the meme account you check 10 times each day

Advertising has to be relevant. And the vast amount of ads on social aren’t: they try too hard to be adverts, rather than trying to sell.

When Howard Gossage wrote this in the 1960s, there were two TV channels, and newspaper circulation was above 100% of households in the UK. From a media buying perspective, it was the print equivalent of the early days…