British Airways

You should broadly ignore most 'big advertising' but this is in the right place.

If you’re a startup or new brand, then you should ignore the marketing of most big brands. Whether it’s harking on to Airbnb stopping their performance, or it’s a splashy new double spread from LVMH in Vogue, what works for big brands will almost never work for you.

Big company marketing challenges are in entirely different playing fields, on other sides…