Show Don’t Tell

‘Show, don’t tell’ is a time-honoured technique in all kinds of communications, as a means of conveying a message in a more compelling and memorable way. Just the sort of tool you need for marketing! Instead of a long-winded explanation of a product’s qualities, how much better to express them with images that convey the benefits of those qualities, or that evoke feelings which bestow those qualities on the product. (more…)

Lower Advertising Rates

Yachting Monthly’s June 2016 issue had an interesting letter from a reader expressing disappointment at its ‘diminished value’ having shrunk from 200 pages in 2006 to 100 pages today. YM responded by saying the number of editorial pages had only dropped from 80 to 76. They didn’t address the more interesting question of how the title is still viable with 24 pages of Ads rather than the 120 it had 10 years ago. (more…)

Web Copy

Writing copy for a website is the same as for a brochure – isn’t it? Well sort of, but to be really effective there are crucial differences. (more…)


Exhibiting at an exhibition costs a considerable sum, so it’s as well to make sure you get your money’s worth. An exhibition is primarily a stage on which to show off your products or services, as well as an opportunity to raise awareness and, of course, to sell. But it’s more than that. (more…)

Differentiate or die

When you’re up against a bigger, stronger competitor in your sector, it can be tricky deciding on a marketing strategy.

I was talking recently to a marine company in just that situation, a relatively small player in a market well-supplied with similar competing products. (more…)

Look for which BMF logo?

There inevitably comes a time when you begin to feel that some element of your marketing communications needs refreshing. It might be an advertising theme, the logo, the strapline, the website – you’ve been using it for some time and surely something that’s fresh will work better than something that isn’t. (more…)

Better Mobile SEO

Having a mobile-friendly website has just become a whole lot more important.  On 21 April Google changed the way that websites are ranked in its search results on mobile devices, in favour of sites that are mobile-friendly.

If your website is already ‘responsive’, that is to say it re-formats its layout to suit mobiles, then you needn’t worry. If it’s not, then you should act soon.

And you’ll be pleased to know that you thankfully don’t have to start from scratch with a whole new responsive website. (more…)

Benefit Checks

A few years back we did some marketing research for a well-known British builder of powerboats. It produced some very surprising results. One of the images we tested was an aerial photo of their fleet powering across the water in formation.

The MD loved the image, he thought it showed off their product range beautifully.

The target audience that we showed it to thought otherwise. (more…)

Creative Partners 20th Birthday

It is 20 years ago this January (2015) that we launched the Creative Partners agency. Our first ever Ad was for an 18ft Sea Ray with a 135hp sterndrive and trailer: “£12,950 On The Road”.  Today, our latest work features a 7,000hp 122ft Riva with an eight figure price tag.

Our world has changed out of all recognition, and so too has the boat industry. (more…)

A new Motor Boats Monthly

The closure of Motor Boats Monthly may be my fault.  Singing the praises of traditional printed media in my July column was possibly the kiss of death. (more…)

Website Faux Pas

There is much discussion in the media about how M&S’s new £150m website appears to have lost them 8% of sales.

Clearly asking six million customers to re-register won’t have helped. Barely half of them did so, only to find all their wish lists had disappeared.  And yet, M&S’s new site somehow defaulted to those customers’ old delivery addresses, so their orders went astray!

But technical faux pas aside, what of the new site’s design? (more…)

Word Power

I was already considering discussing copywriting this month when I saw a passage in a brochure from one of Britain’s top yacht builders declaring that their latest model would “never fail to disappoint”.

Oh dear! (more…)

Yacht Website Award

Creative Partners has won an international award for the website it designed for the Ferretti Group motor yacht dealer Ventura (

Against 88 other entries, the  website won ‘Best in Class’ in the Lifestyle category of the Interactive Media Awards organised by the Interactive Media Council. (more…)

Creative Partners New Website

Nov 2012: Leading specialist marine advertising, design and marketing communications agency, Creative Partners, has launched its new website at (more…)