RECENTLY I took an IPA course on negotiation skills taught by Keith Risk, and was therefore interested to see what Chris Merrington, another IPA trainer, had to say on the matter in this book.

 MY FRIEND, the senior marketing director of a big Japanese electrical and imaging company, says her agency only shows her YouTube clips and can’t even be bothered to say that the idea they’re showing will, eventually, look a

Allyson Stewart- Allen enjoys the commercial inventiveness that was sparked in the US by the recent royal wedding

Ben Hayman urges brands to acknowledge consumers’ needs for optimism, against the odds

OVER THE past decade we’ve seen many books that challenge in one way or another the conventional notions of what motivates us and how we make decisions.

IN 1971, Stephen King’s definitive essay – ‘What is a brand?’ – described the role of the brand as providing reliability and guaranteeing quality in an uncertain world.