FESTIVAL OF MARKETING 2025

Marketers are often encouraged by speakers with nothing to lose to ‘be brave’, and ‘break boundaries’ when innovating for growth. Helen’s talk confronted the reality that there are risks to innovation and that marketers are right to feel a little fear when trying to create something new. In her example-rich session she set up the concept of ‘cautious bravery’, offering five practical ways to both raise sights and reduce risks in this most seminal, but also most scary, of marketing disciplines.