China watchers tend to fall into one of two broad camps: ‘China is going to take over the world', or ‘China is going to implode’. Doctoroff’s view is rooted in a deep understanding of Chinese culture. Here is how he puts it.

The main purpose of a review is either to help the reader decide whether or not to invest time and money in the book in question, or to entertain them regardless.

The typical successful American probably isn’t, in reality, any more productive than your typical successful Brit, or any other nationality for that matter.

Joss Davidge, Managing Partner of brand experience agency BEcause, continues his weekly search for stand out marketing campaigns.

The copyeditor will fix a misstated fact, spot a typo and get your prose clean. The line editor will rearrange a paragraph and help you organize a thought more clearly.

This is the story of how a highly targeted marketing programme, built around a mobile customer service, developed a new commercial opportunity for McDonald’s.