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It’s a common misconception that corporate, technically complex issues will only resonate with a B2B audience so a number of brands set themselves up to fail from the start. Of course, when it comes to an ultra-niche corporate tax issue or similar, targeting a mass consumer audience isn’t the right approach, however there are often wider industry issues that brands wish to address, but they hesitate to leverage the strength of consumer outreach - effectively the end-users that would be...

Last February, Google announced that it would begin blocking results across all of its domains when a search takes place within Europe, in an extension of how it implemented the “right to be forgotten” ruling. The controversial move lets individuals and businesses remove their personal data from Google listings, if they can prove that articles are based on outdated or irrelevant information. Searches, however, outside Europe using the US domain will not be altered. Whilst this was heralded as a key piece...