the Insight

Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.

Drink in the change: why alcohol brands need to tap into modern culture

by Danny Edwards on 27^th March 2023

Guinness is the latest drinks brand to release a no-alcohol version amid younger people's shift away from alcohol consumption. We speak to four agencies and ask whether successful alcohol brands should fear the new generation's less booze-fuelled focus.

24^th Mar THE FEAR FOCUS

Consumers are battling inflation fears and brands need to fight with them

Ella Jenkins and Sarah Evans, Senior Consultant in Behavioural Science and Consultant in Business Transformation at Ogilvy UK respectively, examine how recent financial fears have impacted consumers and how brands, by employing value-based innovation, can help both their customers and themselves.

22^nd Mar FEAR FOCUS

The fear factor

Fear is everywhere – a driver for communications as much as of behaviour, but how brands and creatives are resorting to fear is changing. Tim Cumming spoke to industry pros about anxiety in advertising.

20^th Mar THE FEAR FOCUS

How advertising falls into fight, flight or freeze... and what to do about it

Faced with fear, humans generally have three responses; run and hide, play dead, or come out swinging. But those responses evolved from a time when danger was almost always life threatening. So, how do they relate to today's fears? The Moon Unit reevaluates our fight, flight and freeze responses for a modern world.

17^th Mar FEAR FOCUS

TonyCullingham'sreasonstobefearful

Continuing our frighteningly good series in which industry pros share thoughts on angst in adland, and in general, we speak to the legendary Tony Cullingham. The former Watford Advertising Course leader, now head of BBH London's incubator course The Barn, shares musings ranging from tales of genuine wartime horror, the hunt for brand conscience and his worries about his aggressive eyebrows.

17^th Mar THE FEAR FOCUS

Fear is the fuel for creativity

Kevin Chesters, CSO and Co-Founder of Harbour, argues that, far from hiding from it, we should be embracing fear as the 'spidey-sense' that lets us know when we're onto something creatively exciting.

16^th Mar

Oh baby! Why parenting brands need to go beyond 'happy mum, happy baby'

Ahead of Mother's Day this weekend in the UK, Charlene Chandrasekaran, Executive Creative Director at The Or, examines the differences between parenting in the real world and parenting from the point of view of brands, asking; why aren't advertising campaigns more authentic?

15^th Mar FEAR FOCUS

Rankin's reasons to be fearful

In the first of our frankly terrifying series on what gives advertising pros the jitters – we speak to Rankin, world-renowned photographer and founder of agency Rankin Creative, about the impact of anxiety on society, creativity and the industry in general.

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Clicker bait: The Last Of Us, Carl Jung and the connective power of fear

10^th Mar FEAR FOCUS

Clickerbait:TheLastOfUs,CarlJungandtheconnectivepoweroffear

Strategic Consultant Will Sansom looks at how the HBO blockbuster's philosophy on attachments through adversity can relate to brand/consumer relationships.

9^th Mar

Women! Why we need you to start an agency

In the wake of yesterday's celebration of International Women's Day, Diana Ellis-Hill, co-founder of creative agency Be The Fox, explains how despite more women occupying C-suite leadership roles, the gender pay gap and a lack of representation is still an issue. Could more women-owned agencies be the key to real change?