Someone asked me the other day when I would move on from studying challenger brands. You’ve been doing it for 15 years now, Adam, they said. Why not explore another area of marketing now?

As we approach the end of the year, its time to look back and do a review of our favourite posts from 2016. We've done another 102 blog posts this year, two a week, every week, like we have since the blog started back in 2006. Phew.

We met Miki Agrawal, the co-founder of challenger to watch Thinx, at their New York offices to talk taboos, transport ads and taking on tampons.

Compelled by a recent purge of stereotypes from its own advertising, Unilever conducted a global study that found the industry is preventing progress around gender stereotypes that hold women and men back.

Sadly it is beyond the power of the British and American people to reverse the Brexit and Trump votes.

We're expanding, with a hub of the Society in New Delhi launching in 2017.