Originally published in Marketing Week 2018 My first break into the advertising world was a two week student placement for Saatchi & Saatchi back in 1998 – a fairly unfortunate piece of timing, with hindsight - joining the belt-tightening period of a previously extravagant, high-living industry. Gone were the absurd tropical photoshoots, replaced instead by the burgeoning use of Getty Images and Photoshop. No more lavish expense accounts (under the top floor, at least) and ag

Originally published by Marketing Week March 2018 Kids. Animals. To that list you may as well add ‘celebrities’ as entities you should work with under caution when planning your next big-budget campaign. Celebs can reap success and insurmountable carnage in equal measure depending on their mood, public perception, behaviour or which way the zeitgeist is flowing but in today’s fame-obsessed world, they’re a necessary evil for some brands. Noise-making digital Catnip for the ma

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