News + Thought

An introduction to basic

This meaty read is a great place to start to exploring basic, the process of creating interesting companies for a post-advertising age.  It is an extended version of a piece that first appeared...

Why brands struggle with ‘purpose’

This piece first appeared on CIM Exchange. There’s only one thing more common than brands talking purpose these days, and that’s brands without one. Keith Weed, CMO of Unilever, made an...

Forget 2016, Here Are The Trends of 2028

This piece first appeared in Marketing Magazine It’s predictions season. And as we read once again that this year really will be the "year of mobile", we’re reminded trends don’t run on a...

Your business doesn’t deserve to exist… probably.

This piece first appeared in freshbusinessthinking.com Does your company deserve to exist? “Of course!” I hear you answer. But does it really. Because these days most don’t. There are...

The Strategy For “Cool”

This piece first appeared in the December issue of Marketing Magazine. It’s common knowledge that advertising has an authenticity problem. As transparency increases and brands lose control of...

The Y Plan Test

The London based events and ticketing service Y Plan are currently running the above ad campaign. In one simple poster they have managed to both skewer advertising as it exists today, and show...

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