Scared of a backlash? It just means you’re pushing in the right direction

Not everyone will always like it, but addressing cultural tension with genuine creative tension is the only way to drive real change.

By Helen James

Our CEO Helen James shared with Marketing Week her thoughts on how to brave backlash, hot on the heels of our International Women’s Day campaign. She discusses the importance of backlash, how to take the right steps to avoid it, and what exactly it means when you’ve caused it.

Check it out here

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