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Why marketers shouldn’t always strive to be the funnyman

Lara O'Reilly

Have you heard the one about the marketer who tried to make his ads funny like everyone else? His campaign was a joke that went down with consumers like a lead balloon.  With the deluge of attempted humour in marketing communications, there is a new wisdom that suggests when everyone else is “zigging”, your brand should try to “zag”.

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