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Stick ‘WHO CARES?’ on every marketer’s wall

It's time the industry ditches its own self-importance, argues veteran adman Ramsey Naja

Around the second century, some chap called Ptolemy did what many irritating people do: he claimed to be the centre of the universe.

To be fair, it had less to do with his social significance than that of humanity as a whole – or Earth, to be more specific – and its place in the great cosmos.

You cannot blame the poor guy: it wasn’t like he had much to rely upon in terms of instruments, not to mention the small matter of a Catholic Church with a penchant for human pyrotechnics.

Unfortunately for our collective ego, his model didn’t stand the test of time, and we are all now pretty much aware of what our little blue rock really represents in galactic terms.

Unless, that is


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