Risham Nadeem: Time to be less London-centric?


Our industry claims to understand the world. But if you look at the work coming out of it, you often get the sense that the world exists within the confines of a TFL map. Don’t get me wrong, London is cool, but it’s not the world and it’s not Britain. It’s not even Colchester.

We’re in a cultural moment where brand and advertising are synonymous with noise. When you’re constantly being bombarded with messaging, what cuts through the cacophony is authenticity. And authenticity comes from knowing a place firsthand, not Googling it from a WeWork in Soho. It’s not a shocking thought, so why, shockingly, is it not the norm?


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The Drum