Basic marketing practice generally means identifying a segment of people with common characteristics and then trying to work out what few triggers will attract as many of them as possible. Continue reading “The myth of the millennial market”
The blog below originally ran on Reaction, to make the case for the Apology Clause campaign which, together with a couple of others, we have conceived and will run on a pro bono basis.
The campaign is to make it easier for businesses to behave with compassion when things go wrong, and thus for victims to have better recoveries. Continue reading “Sorry needn’t be the hardest word to say”
Encouraging behaviour change is better than penalties
Chancellor Osborne has chosen to be seen to be doing something about the growing obesity issue, rather than actually doing something about it. That would be more difficult.
Continue reading “What the sugar tax can learn from anti-smoking”
Research among heads of corporate communications shows that PR has overtaken advertising in delivering big ideas and creativity. Continue reading “Communications overtakes advertising in delivering creativity”