I think there’s a real need in today’s marketing and communications world for ‘real world thinking’. By that I mean:

• Grounded in the realities of businesses and how they make money

• Realistic about the challenges brands now face, particularly in communication

• Substantiated by real insight and data as well as intuition

• Enlightened regarding the importance of creativity

Too often I see brand positionings that are extremely complicated and difficult to action, communications that are stuck in old conventions and have no payback rationale, and new product development that is over optimistic about trade and consumer interest.

We need to get real – and that means getting creative as well as being astute.

Businesses need creativity like never before – but it has to be the right kind of creativity, grounded in an understanding of what will motivate consumers and generate the desired business results.

Do get in touch if you want to know more.