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Live and dangerous

In Examples by Peter Gearin

Untested talent, restrictive ad rules, six weekly shows performed live: the Vodka Cruiser TV campaign should have been a brand disaster.

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Red Bull of relationships

In Trends by Steve Pratt

Global B2B software company Zendesk has created a media brand, Relate — a magazine, podcast and events business all in one. Steve Pratt spoke to Zendesk’s Monica Norton about its content leap of faith.

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Asian persuasion

In Examples by Peter Gearin

The world’s biggest brands are using native advertising, even classic advertorials, to reach young and savvy audiences.

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The trouble with ethics

In Ideas by Peter Gearin

Companies that prefer to be on the side of the angels have great brand stories. So why are so many reluctant to tell them to their customers?

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Speak with authority

In Ideas by Peter Gearin

In his book Authority Content, David Jenyns explains his formula for business marketing success, with content at the core.