This much I know: Margaret Gilsenan

There are four big things that everyone in the communications business (whether agency or client) should keep in mind to drive success.

Firstly, the fundamentals remain the same. Despite all the coverage around the explosion of digital, multiple-channels, social media, multi-screening and the changes they have wrought on our world – let’s not forget that the ultimate end goal of any piece of communication (whether we use engagement, entertainment, education or shock tactics ...