I was just about to write ‘the business I joined 30 years ago is unrecognisable today’. But then it occurred to me; that’s bullshit. Take today, either side of writing this I’m working on a global brief. The brand has an existing line that needs to be given new meaning, its felt to be a little too heavy, and possibly a bit esoteric in certain markets. We need to make it lighter, more upbeat and positive. Also, it’d be handy if we couldRead more