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Blurred lines: the difference between luxury and FMCG

When purchasing luxury items customers expect a premium, emotive experience. Jake Welsh, executive creative director at Dept, explains how luxury brands need marry storytelling to build brand affinity.
Different types of products are memorable and purc…

Finalists for The Drum Awards for PR 2020 have been revealed

Adobe, Three, Bacardi, Burger King, Gillette, Bodyform, DC Comics, Now TV and Samsung have all been shortlisted for The Drum Awards for PR. 
Chaired by Tamara Bennett, director of  communications at Virgin, the judging panel consisted of experts from D…

Why a digital-first mindset is now essential

We’re in the midst of a generational shift when it comes to consumer behaviour, with the majority of the population now millennial or younger. But for the first time in history, they are also digital natives. They have never known life without the inte…

How to rock across different markets and cultures

The Black Lives Matter campaign went viral in a couple of days and has rapidly become one of the most recognised campaigns for racial equality of the modern era.
Social campaigns – whether spontaneous calls racial justice or the far more common medium …

From George Bernard Shaw to BLiX

I’ve always believed great comedy is born of anger. Comedians: angry people. A breed that wince at the everyday patterns of nonsense, absurdity and hypocrisy and who feel compelled to call it out.
And I put inventors in the same neighbourhood as comedi…