Thought Leadership Essays

The Distinctive Nature of Social Marketing

By: Veronica Sharp 21/03/2011

There may be cultural and even ethical differences between commercial and social marketing, but as Veronica Sharp writes in an excerpt from her chapter in new book The Marketing Century (published by John Wiley on 10th March) there is plenty of common grou

Tall Stories at Pitch Time

By: Firas Sleem 21/03/2011

It is common practice among the top guns at large PR agencies to promise the earth when vying to win new business. How then is it humanly possible for a PR chief to devote 10 percent of their time to each of more than 50 clients, wonders Firas Sleem.

Social Media Across Greater China

By: Richard Tsang 21/03/2011

Research into the impact of social media on the purchasing behaviour of female internet users across Greater China points up some interesting regional variations, reveals Richard Tsang.

Risk to Reputation: the Meta Risk

By: Koenraad van Hasselt 21/03/2011

Why reputational risk should be incorporated in existing risk management practice. By Koenraad van Hasselt.

Data Driven Editorial

By: Rich Young 21/03/2011

It’s no longer simply about the art of the written word in the ‘lede’ or headline to capture the reader’s attention. It has to do with the practice of analytics and applying that to creative output, such as a news story, explains Rich Young.