| Guilt Trip - From Fear to Guilt on the Green Bandwagon Guilt Trip talks to the history of the marketing communications story, analyses the journey of traditional advertising techniques past and present and tackles the exploitation of guilt and fear . The authors talk with leading marketers and advertising agency heads, politicians and consumers, doctors and historians to explore the pivotal role played by the Green phenomenon within this transformation. Going further, it asks how companies, politicians and individuals will react to this emerging but irrevocable change, and what will be the fate of those who react too slowly, or ignore it altogether. Alex Hesz Across several of London's Advertising and Communications agencies, Alex has worked with some of the world's largest brands and businesses, including British Airways, GlaxoSmithKline, RBS, Coca-Cola, Nestlé, Diageo, Nokia and the UK Government. In particular, Alex has worked broadly in the areas of sustainability and corporate responsibility, whether reducing the size of cat-food boxes, preventing children from using their phones for bullying or working towards a single, universal charger. He lives in South London, and works at DDB. Bambos Neophytou |