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Content marketing is a fluctuating field, but one where evidence and research is an increasingly scrutinised pillar. Indeed, while some may argue that marketing has been typified in the past only by a pithy line or idea worthy of Don Draper, it is undeniable that data-driven creativity is becoming increasingly essential for modern marketers.

Davos 2017 was an unfamiliar and uneasy scene.

It may be surprising to few but the UK has a “deep social mobility problem” according to the Social Mobility Commission, which has identified four fundamental barriers that hold back the progress of low and middle-income families in England. 

Eighteen months ago I submitted my CV to the ‘Hillary for America’ campaign. I had always been a fan of Hillary; she was cool under pressure, values driven and actually got things done in an industry that makes it very difficult to affect lasting change.

The 2017 Edelman Trust Barometer reveals a global trust crisis, with declining confidence in business, government, NGOs, and media, driven by societal concerns like globalization and eroding values; to rebuild trust, institutions must adopt a people-centered approach that addresses these fears directly.

Before Facebook introduced instant articles, millennials were preparing to leave the platform and focus on what was coming next (much like the conversation around Twitter today).

The 2017 Edelman Trust Barometer reveals the largest-ever drop in trust across the institutions of government, business, media and NGOs

If this year’s Edelman Trust Barometer were a painting, it would be Edvard Munch’s The Scream.

When historians look back on the last 100 years, distinct chapters will emerge. Peace. War. Dislocation. Prosperity. As we live history, of course, each chapter ineluctably leads to the next.