“Most creative people detest research,” said David Ogilvy. “Even the best of them. Even Bill Bernbach. I’ve never been able to understand out why. Research has saved me from making some terrible mistakes and it’s given me the courage sometimes to run campaigns which I thought would have flopped.”
Alex Singleton is Associate Director at The Whitehouse Consultancy. He is author of The PR Masterclass, Britain's best-selling book about media relations. Get in touch with him at email@example.com.
Alex Singleton has worked for FTSE100 companies and global brands – and has trained the staff of many of the largest public relations agencies. Until 2011, he was a journalist at The Daily Telegraph.
He has 16 years’ experience writing for newsstand publications, which have included The Guardian, The Daily Express and a wide range of IT titles.
Alex has appeared as a commentator on many television and radio programmes, including on the BBC’s Newsnight, the Today programme, The Moral Maze, World Business Report, Channel 4's Ten O’Clock Live, CNBC, Bloomberg, CNN, Al Jazeera, Channel 4 News, and Sky News.