Guest authorFri

As COP28 is upon us here in the UAE, we’ve had months of companies ramping up their corporate ESG (environmental, social, and governance) claims. As a seasoned campaigner and analyst with over two decades of experience, I particularly use my voice to educate and encourage rather than reprimand.

Sometimes, a good metaphor is what you need, like when we talked about the Internet as an “Information Highway” to simplify the concepts of data transmission and connectivity in the late 90s. Or when we talk about the atom as a “mini solar system”. Metaphors are great because they help us simplify, they help us visualize, and they help shift our perspective. They're memorable and most of all, they are fun.

The debate between strategy and tactics is as old as the concept of communication itself. While some agencies thrive on high-level, visionary thinking, others pride themselves on their hands-on, practical approach. You’d say a balance of both is crucial for success. But for years, many brands have been seduced by the allure of ‘strategic thinking’.