Celebrated author and publisher Lewis Blackwell has joined The Drum as a columnist.
Blackwell is chief creative officer at Evolve Images and has won global recognition for his creative direction, editing and writing around and on the creative industries.
For many years he was editor-in-chief and publisher of Creative Review and he is a former worldwide creative head of Getty Images.
He has also authored bestselling and critically acclaimed books such as Life and Love of Trees, 20th Century Type and Photowisdom.
In his first column for The Drum, Blackwell asks whether the high-profile EE rebrand is doomed to fail after being left cold by its lavish launch campaign starring Kevin Bacon.
He writes: "There is something about the expense of the EE commercials that makes me feel misled, deceived by advertisers trying to tell me something that is probably not quite going to deliver.
"They are all too clearly expensive ads and take themselves fairly seriously, with laboured punning comedy. In contrast, the previous Orange films sent up advertising even as they shamelessly and ironically promoted themselves. We admired the cheek."
Read Lewis Blackwell's first column in full: Is EE's rebrand doomed to fail?