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Why brands need to embrace loss

Brands need to frame the changes required for a sustainable future in positive terms, in order to bring everyone from audiences to CEOs with them, says Alex Bee of creative agency Space Doctors

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How PG Tips hopes to redefine itself

The brand’s first campaign since 2016 is aiming to refresh its image. We speak to PG Tips and creative agency Calling about the power of a light touch, and what director Steve McQueen brought to the campaign film