Having worked in the creative industry for more than 20 years, Matt our Creative Director has seen the marketing landscape shift dramatically over the years. Here, he explains why there really is no such thing as a ‘USP’ and uses science to explain how marketing campaigns and brand messaging have changed (yes, really!)

When it comes to creativity we tend to think about style and the infinite possibilities of the universe and rainbows, but marketing these days is more scientific than just pretty colours and pictures. There are now so many ways that your brand or advertising message can be distributed that you should consider everything right at the beginning of the process, ensuring it can then filter out to the four corners of the globe. A good way to think about the way creative ideas are applied and consumed is by using the states of matter theory- stick with me and you’ll see what I mean!

Click here to read the full story in this month's Northern Insight magazine.