Brands must try not to ‘oversell their story’ on climate change

Reckitt Benckiser believes NGOs have a key role to play in ensuring brands behave authentically when it comes to climate change by holding up a mirror and getting them to think more deeply about their role and responsiblities. Brands should embrace being called out by...

Marketers are underestimating the signs of customer behaviour

Marketers are “underestimating” the significance of the signs that offer an insight into customer behaviour because they are failing to observe them. That’s the argument from branding expert and Passionbrand founder Helen Edwards, who urges marketers should rely less...

Grace Kite on why there is no ‘blanket’ rule for 2021 planning

The end of the furlough scheme, differing impact of the pandemic on specific categories and the rise of online all impact how marketers should think about budget planning and strategy next year. At the end of October the government’s furlough scheme will come to an...