Start-ups that play it safe get ignored. Controversy sparks cut-through, virality & loyal fans. Dare to disrupt, or fade into the noise.

Marketing isn’t just about optimising ads - it’s about testing bold ideas. Are we too risk-averse? It’s time to bring back ‘test and learn.

As 2024 draws to a close, one thing is clear: this has been the year of launches. With innovation at an all-time high, brands have released