We can all learn a lot from management consultancies, opines Daniel Cohen, but, when cultures clash, does creativity win? One of the many things that caught my eye about the British Army’s latest recruitment campaign, This is Belonging 2018, was not that it was...
Here’s something I wrote for Creative Moment about a HiFi brand brilliantly positioning itself as specialists in superior equipment – “for the listeners”....
Having spent the last ten days pulling apart volumes of TGI data to once again debunk the ‘millennial myth’, this article from John Lowery pops up and articulates the point so much better. Conclusion: everyone has a responsibility to be smarter....
One of the world’s oldest gins brings in Sentient to help with positioning and creative. Sentient Communications has been tasked to help one of Britain’s oldest gins find its voice in the UK. The brand, which has been distilled using the same blend of seven exotic...
The UK’s favourite retailer brings in Sentient for strategic and creative services. Sentient Communications has been brought in by Marks and Spencer (M&S) to provide on-going strategic and creative services. Reporting directly to Clare Wilkes, Head of...
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