​​Sutton’s law: navigating the messy politics of agencies and fossil fuel clients

When it comes to working with fossil fuel businesses, the tide is turning in the world of advertising, writes the 4As executive vice-president of government relations and sustainability Alison Pepper.

Sutton’s Law is the medical field’s shorthand for looking to the obvious when attempting to make a diagnosis (a concept also expressed in the saying, “When you hear hoofbeats, think horses, not zebras”). Famously named after the bank robber Willie Sutton, who supposedly replied to the question of why he robs banks with the reply: “Because that’s where the money is,” Sutton’s Law is a handy way to parse through complex issues.

Read the article on The Drum