Latest thinking
Prevention and detection over treatment: how ESC 2024 changed the cardiology debate
This year's European Society of Cardiology (ESC) Congress highlighted a narrative shift in cardiology, with prevention and detection gaining more prominence and overshadowing the traditional focus on treatment and management. A change in perspective Traditionally,...
Germany’s chemical sector: can its biggest crisis be its biggest opportunity?
The crisis in Germany's chemical sector can be an opportunity for companies like BASF and Covestro to reimagine themselves as sustainability pioneers. The problem Germany's chemical industry, one of the most well-established in the world and a cornerstone of the...
Redefining NOLO: why brands need new positioning strategies
Contrary to PR and marketing dogma, what draws consumers to no-and-low alcoholic (NOLO) drinks is not health and sobriety but rather taste and innovative flavour experiences. The research gap There has been widespread support for NOLO drinks, including by government...
How do you make luxury part of the most popular event? A look at LVMH’s Olympics strategy
LVMH did a good job of reimagining itself for a new mass audience by sponsoring the Olympics, but it should be mindful of emerging reputational risks. LVMH's shift For the first time, a luxury brand was an Olympic sponsor. And it wasn't just one brand, it was the...
Financial inclusion: the greatest untapped PR opportunity in finance?
Commetric sees gaps in the media discussion about financial inclusion which are ripe for messaging and storytelling. The context: Financial inclusion – the availability and equality of opportunities to access financial services – is a major issue around the world....
Rebranding lung cancer: pharma’s role in breaking stigma and boosting awareness
Pharma PR and comms need new strategies to reduce the stigma around lung cancer, which gets in the way of screening rates and drug development. Lung cancer has a branding problem More people die from lung cancer than any other cancer, and it kills more women than...
The Euro 2024 PR lesson: VAR needs a better brand
While a cluster of football managers support the narrative that VAR is reliable and necessary, fans are not so convinced. Football's hot topic The introduction of VAR (Video Assistant Referees) in 2019 was initially welcomed, with naked-eye refereeing decisions often...
The Euro 2024 battle of brands: How did adidas win?
adidas was the most prominent brand in the Euros debate, as it focused its PR on the practical implications of its sponsorship and reinforced its brand attributes on social media. The context: Considering the global appeal of the UEFA Euro 2024 as...
The tech rebound: How can internal comms reframe work culture in the post-layoffs era?
Now that the foundation of tech employer branding - cool perks and benefits - has moved to the bottom of workers’ priorities post-layoffs, internal comms can refocus on work-life balance to build a more supportive culture. Tech jobs are no longer cool Up until...