Advertisers' message remains the same : But lateral thinking pays dividends for practitioners

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Among the most fascinating aspects of a trawl through old publications is a chance to examine the advertisements. In Victorian and Edwardian times, these were largely basic affairs designed to make people aware of goods or services. Often the claims made were extremely modest (a product or company might, for example, be “noted”). On the other hand, lack of control over advertising meant that ridiculous assertions could be made about worthless concoctions and remedies, as satirized by H.G. Wells through his Tono‐Bungay patent medicine. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Social implications – The paper provides strategic insights and practical thinking that can have a broader social impact. Originality/value – The briefing saves busy executives and researchers' hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.