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The Provocateur: Why brands are doing the right thing wrong


A straight-talking take on the issues keeping marketing up at night. Jargon-free, whip-smart, designed to make you think.

Every week Wavemaker’s finest minds share their opinion on a thought-provoking business issue. This week, Chief Client Officer & West Head Shekhar Banerjee, National Head of Cause and Purpose Parama Bhattacharya and Client Leader Harsha Vardhan Desireddy explain the pitfalls brands need to avoid to ensure their purpose-driven marketing makes the right impact.



  1. Cause crowding
  2. Missing the point
  3. More action, less talk
  4. Mentally available, not mental availability

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