Marketing science gives us a sound set of rules, but they were largely written for and with the biggest advertisers. For challenger brands dealing with media inflation and double jeopardy, following them to the letter means competing on spend against rivals with deeper pockets... and producing comms that look like everyone else’s.

Jen Jones of Craft Media London serves up a taster from Craft’s new cookbook of eight recipes for communications that work. Her focus is on getting noticed: why some impressions are worth paying a premium for, how context shapes what people remember, why a great idea should shape the comms plan, and why breaking patterns beats blending in. Expect a presentation filled with examples of its work with clients.