Thought Leadership Essays

ITL #288 - Crossing the relevance divide: sensitivity to local market culture

By: Joanna Oosthuizen 24/09/2018

Brands need to balance global alignment with local relevance if they are to matter to consumers. By Joanna Oosthuizen.

ITL #287 Riding the news vs writing the news: what PRs need to know

By: Laura Hindley 17/09/2018

Although piggybacking on a story already making headlines and setting your own news agenda are different approaches, both present opportunities for building brand reputation and driving commercial success. By Laura Hindley.

ITL #286  - AI: can it tell stories that touch our hearts?

By: Lee Nugent 10/09/2018

When marketers partner with machines, they can tell stories that are more effective, engaging, and even empathetic. By Lee Nugent.

ITL #285 Professional empathy: A skill often overlooked in marketing communications

By: Andrea Anders 03/09/2018

ITL #285 Professional empathy: A skill often overlooked in marketing communications