The Art of Saying Sorry

I was asked by the Guardian to comment on the new trend in contrite adverts, from the Marks & Sparks ‘We Boobed’ campaign to the Evening Standard’s resetting of standards adverts.

“Over the years the public have become sick and tired of being ripped off and misled and as a result we are now in an age of brand transparency,” I told them. “Trust has gone – look at the government and banks. Where we are now, brands have to admit their mistakes.”

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