The-edit

Healing pharma’s communications problem.

Despite their reputation for excellence, explore how the UK’s life sciences and pharmaceutical sector is struggling in their efforts to gain the trust of the public. 

Hear from our experts.

The new frontline:  TikTok, outrage, and the politics of brand decisions.

Jack Spriggs.

Two weeks ago, Tommy Robinson was kicked out of a Hawksmoor restaurant. That single decision triggered a national pile-on. 
 
In the first 48 hours, there were more than 50,000 posts about the incident on X, generating over 50 million views. Most of it was driven by outrage accounts like Laurence Fox, Calvin Robinson and others who know exactly how to spin moments like this into viral content. 
 
I made a one-minute TikTok breaking down how something so routine becomes reputationally explosive.

Coming soon