In marketing and advertising we hear a lot about the need to be pro-active rather then reactive. But Topical & Tactical ads are an area where one can only be reactive. A proactive T&T ad seems staged and lacking in any real originality.
So what makes a great T&T ad?
Essentially, T&T ads are a social commentary on something that has gained traction in the news. Therefore, it is vital that one is aware of what is happening in society; be this politically, economically, in the world of sport, or something as seemingly mundane as the weather.