"Be the change you want to see"

Or so says Cindy Gallop, founder of 'If we ran the world'.

"People hate advertising in general, but love advertising in particular. We have to make people love advertising in general."

Not a bad motto for the UK Advertising Association (AA)!

To do this Cindy says we need to move from making good advertising to "making advertising good".

"The new marketing reality is complete transparency. Real time responsiveness doesn't give you time to think and strategise."

Which brings us on to Action Branding.

Not PR, spin or greenwashing. It's not about saying, it's about doing. Not about telling, but being.

Rock on, Cindy!