When is it good to be bad? 

This podcast will: 
• Explore the concept of anti-marketing and its power in attracting consumers 
• Examine whether negging works as an advertising strategy 
• Identify where shock tactics are effective at changing public behaviour 

Host: Ben Walker, Head of Media, LID Business Media 
Guests: Gemma Butler, Director of Marketing and Jane Cave, Portfolio Director, CIM 
Recorded: Thursday 5 March 2020 12:00 GMT