“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 an in-house marketer and comms practitioner. He is author of The PR Masterclass, Britain's best-selling book about media relations. Get in touch with him at email@example.com.
He has given talks all over the world, including at Marketing magazine's Social Brands Conference.
He first joined the PR and marketing world in the late 90s as a press officer in Westminster, but for several years, in his late 20s and early 30s, he worked as a journalist and member of the leader-writing team at The Daily Telegraph and as letters editor of The Sunday Telegraph.