After a year of retreat, agencies and brands need to come back fighting.

If you’re going to breach copyright in these testing times, you could (grimly) reap what you sow.

I made it through 12 minutes of The Greatest Showman. 15 if you count the 3 minutes it stayed playing while I went to load the dishwasher.

Now more than ever authentic communication is key. Appreciating I’ve used Terry Tibbs to illustrate this point, I think we’re all kinda bored of the bollocks. If we’re going to engage with a product, it’s the brand that’s got to speak… and not like we’re thick, or don’t understand.

Talk to me. Not at me.

We’re all familiar with the ‘screamy, shouty, panicked, best ever offer, don’t miss out, you’ll regret it if you do, call us now!!’ bollocks. But fear of missing out is actually a pretty neat tool when it’s used properly.