Emily Fairhead-Keen explains why she’ll be glad to see the back of September and how brands could reinvent this moment in the buying calendar.

We are missing an opportunity to create work that truly appeals to the flesh and bones and beating hearts of the human.

Understanding human psychology and behaviour helps us find real insights. But this approach tends to be absent when it comes to the comms plan.

Wavemaker’s Emily Fairhead-Keen looks at driving value through peripheral experiences in a cost-of-living crisis.