Creative Director and partner of Magnum Opus partners, Pat Langton’s Hook is a must-have handbook for marketers to create effective and memorable campaigns in the new media era. A perfect starter discussion if you’re working in marketing and communications or in your own business.

• “A great idea can come from anywhere, whether it’s from an agency or brand, a great idea is a great idea.” What are some great ideas that you currently have? (p.3)
• Do you think using communication as an entertainment is important when it comes to marketing? How so? (p.11)
• As a brand, to “embrace your uniqueness” is an attractive quality. What are some attractive qualities that your brand has right now? (p. 55)
• The HOOK theory only works if you know one of the 5 main principles. Principle 3 states that you must “Know your product benefit”. What does this mean?
• “People will forget what you did, but people will never forget how you made them feel.” Has this happened to you? Share with the group. (p.92)