Every startup needs advertising, marketing and promotion to grow. Media for equity is the instrument that lets founders buy reach without losing the cap table. Here is why it is going global, and why now.

Sir Martin Sorrell is wrong. Reputation is not built through volume and reach — it is built through trust, judgement and behaviour over time. The argument that leadership communications needs.

When Lavazza and Dualit advertised their coffee pods as “compostable,” the ASA ruled the claims misleading, highlighting the risks of unclear green messaging. I look at the ruling and highlight what went wrong and how brands can avoid similar pitfalls in ESG communications.