{"id":8838,"date":"2021-02-11T15:54:00","date_gmt":"2021-02-11T15:54:00","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/?post_type=news&#038;p=8838"},"modified":"2021-02-11T15:54:01","modified_gmt":"2021-02-11T15:54:01","slug":"is-big-pharma-self-medicating-the-wrong-treatment-for-their-malady","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/singapore\/news\/2021\/feb\/is-big-pharma-self-medicating-the-wrong-treatment-for-their-malady","title":{"rendered":"Is Big Pharma Self-medicating The Wrong Treatment For Their Malady?"},"content":{"rendered":"<div class=\"lazyblock-quote-full-width-Zw7nVC wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        A measured dose of scepticism, or a massive overdose of cynicism? \n              <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-1PW2nV wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p>A lot has been made of the real motives of big pharma and the quest for effective and safe Covid-19 vaccines. Those opinions range from a genuine humanitarian drive, to a gold rush for their next commercial blockbuster, to medical colonialism, and even to an industry-wide opportunity for reputation re-set.<\/p>\n<p>A measured dose of scepticism, or a massive overdose of cynicism?<\/p>\n<p>The recent opinion piece from science journalist and academic, Stephen Buranyi, that made its way across political inclinations and into pages from the New York Times to the Straits Times, coldly stated that big pharma still deserves no-one\u2019s affection, in spite of their Covid-19 vaccine breakthroughs.<\/p>\n<p>Tough crowd.<\/p>\n<p>Buranyi implied something of a PR coup for Pfizer, Astra-Zeneca and Moderna &#8211; in taking the bulk of the credit for the recent vaccines, when each was a collaborative exercise with BioNTech, University of Oxford and National Institutes of Health respectively.<\/p>\n<p>In fact, Eli Lilly CEO, Dave Ricks called Covid-19 a \u201conce in a generation opportunity\u201d to reset the reputation of the biopharmaceutical industry.<\/p>\n<p>But, is it working?<\/p>\n<p>In the US, the 2019 annual Gallup Work and Education Poll placed public perceptions of the Pharmaceutical Industry 25th and last, with 31% more people viewing the industry negatively than positively. The 2020 poll saw the Pharmaceutical Industry move above the Federal Government to 24th place, and with the difference between negative and positive perceptions halving to 15%.<\/p>\n<p>While there is some improvement in reputation, the industry is still viewed overwhelmingly negatively. Even when there may have been a \u201cPR coup\u201d on misattribution of vaccine development.<\/p>\n<p>So, what chance does big pharma have for positive re-appraisal? The truth may lie quite some distance away from the current Operation Warp Speed spotlight.<\/p>\n<p>Comparatively quietly, in the distant shadows of Covid-19 media coverage lie some real and genuine good deeds being provided to communities. Particularly those in developing countries with poor access to quality healthcare.<\/p>\n<p>Johnson &amp; Johnson, for example, have just released their \u201cFront Line in Focus Asia Pacific Edition 2020\u201d where, amongst many initiatives, they highlight the training of 29,000 front-line healthcare practitioners, impacting over 4 million direct beneficiaries in APAC in 2019. Globally, Astra Zeneca trained over 81,000 healthcare professionals in the past year, reaching over 16 million in communities under-serviced by quality healthcare. And pharma companies have been doing this for decades.<\/p>\n<p>Even before Covid-19, the world was facing a massive human resource crisis in healthcare. According to the WHO in 2019, the world needed 18 million more health workers to achieve universal health coverage by 2030. With the explosion of Covid-19, that astronomical number can only have multiplied.<\/p>\n<p>Are the efforts of big pharma in providing access to quality healthcare more worthy of our affection?<\/p>\n<p>Whether it&#8217;s public health education, medical training for remote healthcare workers, funding to improve the quality of facilities, digitizing healthcare services, or family support schemes to enable frontline healthcare workers better manage work and family commitments, these are authentic and genuine stories that pharmaceutical companies should be proud to share.<\/p>\n<p>Even for global brands, the importance now of being local has never been more significant. Global and national bodies are under massive scrutiny. The power of communities is driving recovery and the more brands can understand, adapt and assist there, the better.<\/p>\n<p>Just as importantly, brands need to be seen not just as a vaccine to the problems, but an antidote. Amid the exhausting coverage and communications about the pandemic, successful brands will be inspiring beacons for better days to come. The efforts of many pharma companies in empowering better healthcare and outcomes, regardless of the medical condition can do that.<\/p>\n<p>Over the past year of turmoil, we\u2019ve seen a real distinction between brands looking through a crystal ball to predict the future and their role, and others looking at their compass, leveraging on unchanged brand truths to set their future course. Particularly in times of crisis, there is an undeniable brand-building opportunity in latching onto what they do, and what they have always done best.<\/p>\n<p>Pharma brands who are banking on a vaccine to successfully turn around their commercial and reputational issues, rather than their consistent support to the health of communities may be missing a far more digestible treatment for their ills.<\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":24,"template":"","categories":[191],"class_list":["post-8838","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":{"ID":8577,"post_author":"2","post_date":"2020-08-13 12:33:39","post_date_gmt":"2020-08-13 11:33:39","post_content":"","post_title":"Craig Mapleston","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"craig-mapleston","to_ping":"","pinged":"","post_modified":"2020-08-13 12:33:39","post_modified_gmt":"2020-08-13 11:33:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/?post_type=people&#038;p=8577","menu_order":0,"post_type":"people","post_mime_type":"","comment_count":"0","filter":"raw"},"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":8839,"id":8839,"title":"singapore","filename":"singapore-scaled.jpg","filesize":647694,"url":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2021\/02\/singapore-scaled.jpg","link":"https:\/\/www.vccp.com\/singapore\/news\/2021\/feb\/is-big-pharma-self-medicating-the-wrong-treatment-for-their-malady\/attachment\/singapore-3","alt":"Baby receiving needle injection from doctor in blue hazmat suit","author":"24","description":"","caption":"Uswatun Hasanah daughter Hilyah Aqilatun Nisa get health immunization at Karangpung Integrated Healthcare Center in Grobogan, Central Java, Indonesia on August 19, 2020. (AFP-Services\/Oscar Siagian for Johnson &amp; Johnson )","name":"singapore-3","status":"inherit","uploaded_to":8838,"date":"2021-02-11 15:40:04","modified":"2021-08-05 03:55:44","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/singapore\/wp-includes\/images\/media\/default.png","width":2560,"height":1706,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2021\/02\/singapore-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2021\/02\/singapore-300x200.jpg","medium-width":300,"medium-height":200,"medium_large":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2021\/02\/singapore-768x512.jpg","medium_large-width":640,"medium_large-height":427,"large":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2021\/02\/singapore-1024x683.jpg","large-width":640,"large-height":427,"1536x1536":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2021\/02\/singapore-1536x1024.jpg","1536x1536-width":1536,"1536x1536-height":1024,"2048x2048":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2021\/02\/singapore-2048x1365.jpg","2048x2048-width":2048,"2048x2048-height":1365,"Header":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2021\/02\/singapore-1920x720.jpg","Header-width":1920,"Header-height":720,"Square":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2021\/02\/singapore-scaled-720x720.jpg","Square-width":720,"Square-height":720}},"meta-title":"","meta-description":"","social-media-image":false,"news_id":"191","relateditems":[{"relateditem":{"ID":8771,"post_author":"5","post_date":"2020-04-22 02:54:00","post_date_gmt":"2020-04-22 01:54:00","post_content":"<!-- wp:lazyblock\/quote-full-width {\"quote\":\"As luxury brands are starting to understand the full impact of Covid-19 on their business, we look into the strategies luxury brands can employ to mitigate decreasing appetite in 2020.\",\"quotee\":\"VCCP Singapore\",\"blockId\":\"Z1lm3Jb\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1lm3Jb\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eWhen we think of COVID-19\u2019s business impacts, the travel industry comes to mind as the most affected. But just like post SARS and MERS, there is expected to be a sharp uptick once the travel restrictions lift.\\u003cbr \/\\u003e\\u003cbr \/\\u003eThe sector that is expected to have a longer-term impact is the luxury industry.\\u003c\/h4\\u003e\",\"blockId\":\"1U6JNa\",\"blockUniqueClass\":\"lazyblock-text-full-width-1U6JNa\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eEuromonitor predicts that luxury purchases will contract at least 18% in 2020. Bain predicts the dip could be as much as 35%.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThere are a variety of factors that are contributing to luxury\u2019s decline this year, all tied to China in one way or another.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eUnlike the last recession in 2008, this time around, China \u2013 the most important luxury market \u2013 is much more at the center of the impact. China consumption accounted for 90% of luxury sector\u2019s growth in 2019 (Bain). By 2025, McKinsey predicts that China will account for close to half of global luxury consumption. And it is a global consumption pattern indeed, with more favorable prices and discounts targeted specifically toward the Chinese traveler, 70% conducts their luxury shopping overseas (though changing rapidly with prize harmonization in China).\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThe crippling of travel and travel retail will further exacerbate this, as the most powerful luxury consumption group stays within national borders. In an online survey done by Re-Hub, luxury is the only sector that Chinese consumers plan to cut back on spending even as the situation goes into recovery.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eJust as Chinese consumption holds the key to luxury sector growth, we can look to China to learn ways that luxury brands can still reignite growth during time of COVID-19.\\u003c\/div\\u003e\",\"quote\":\"The e-commerce ecosystem has evolved its role from bottom of the marketing funnel to enabling the entirety of the marketing funnel on one single platform.\",\"blockId\":\"Z1iiN5N\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1iiN5N\"} \/-->\n\n<!-- wp:lazyblock\/two-column-side-by-side-text-inline-image-button 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\/-->","post_title":"Luxury in the Time of COVID","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"luxury-in-the-time-of-covid","to_ping":"","pinged":"","post_modified":"2020-08-27 01:10:06","post_modified_gmt":"2020-08-27 00:10:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/?post_type=news&#038;p=8771","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":8683,"post_author":"3","post_date":"2019-11-15 12:39:38","post_date_gmt":"2019-11-15 12:39:38","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"405715886\",\"blockId\":\"23DrTO\",\"blockUniqueClass\":\"lazyblock-video-23DrTO\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003e\\u003cstrong\\u003eCHALLENGE\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eThe highly contested business class traveller segment has resulted in airlines trying to outdo one another by investing in things like new seats and other \u2018me too\u2019 displays of extravagance.\\u003c\/p\\u003e\\n\\u003cp\\u003eHowever, unlike its competitors, 2019 saw Cathay Pacific introducing a series of \u2018soft\u2019 product enhancements that featured natural and artisanal elements (e.g. amenity kit).\\u003c\/p\\u003e\\n\\u003cp\\u003eVCCP was tasked to create a campaign to help Cathay\u2019s enhancements stand-out from the arms race, and stave off market and customer share erosion, while attracting new premium travellers to fly with them.\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eINSIGHT \\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eMost business class advertising relied heavily on stereotypical tropes of corporate travel.\\u003c\/p\\u003e\\n\\u003cp\\u003eBut this hardly reflects the real needs of passengers who choose to fly business because of the stress-minimising experiences they stand to gain access to - and not because they are traveling for \u2018business\u2019.\\u003c\/p\\u003e\\n\\u003cp\\u003eWe had a chance to demonstrate how Cathay Pacific\u2019s new enhancements have been thoughtfully chosen to help re-invigorate passengers so that they are ready to experience whatever awaits them in their journey, no matter their purpose of travel.\u00a0\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eIDEA \\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eOur campaign - \u201cLet Your Senses Guide You\u201d - centred around the fact that every journey, at its heart, is a sensorial experience. And with Cathay Pacific, your sensorial experience begins from the moment you step onboard.\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign video was accompanied by digital, print and social media assets that enticed travellers to find out more about the new Hong Kong Flavours dining menu, 400-thread-count organic cotton bedding, and the aromatic ingredients featured in the new Bamford amenity kits.\u00a0\\u003c\/p\\u003e\",\"quote\":\"Our campaign - \u201cLet Your Senses Guide You\u201d centred around the fact that every journey, at its heart, is a sensorial experience. \\n\",\"blockId\":\"2KW2F\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-2KW2F\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22JCL%20Master%20Landscape_Male%20KV%22,%22caption%22:%22%22,%22id%22:8686,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=8686%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2020\/08\/JCL-Master-Landscape_Male-KV.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22JCL%20Master%20Landscape_Female%20KV%22,%22caption%22:%22%22,%22id%22:8685,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=8685%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2020\/08\/JCL-Master-Landscape_Female-KV.jpg%22%7D%7D%5D\",\"blockId\":\"ZfcUxP\",\"blockUniqueClass\":\"lazyblock-carousel-ZfcUxP\"} \/-->","post_title":"Let your senses guide you","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"let-your-senses-guide-you","to_ping":"","pinged":"","post_modified":"2020-08-27 08:48:32","post_modified_gmt":"2020-08-27 07:48:32","post_content_filtered":"","post_parent":8421,"guid":"https:\/\/www.vccp.com\/singapore\/?post_type=work&#038;p=8683","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":8813,"post_author":"22","post_date":"2020-09-07 18:29:32","post_date_gmt":"2020-09-07 17:29:32","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"u003cp dir=u0022ltru0022u003eAdvertising is prey to lots of different fashions. A tendency to focus on stunts that will have no impact on the real world is one of them. Putting preaching ahead of practice is another.u003c\\\/pu003enu003cp dir=u0022ltru0022u003eOne fashion that ebbs and flows is that of the endline. Although, to be honest, it's a fashion that tends to ebb rather more than it flows. Endlines aren't in vogue. And they haven't been for many years.u003c\\\/pu003enu003cp dir=u0022ltru0022u003eThat perhaps explains why so many of the great endlines date back at least a decade, if not to the last millennium. Examples include u0022Vorsprung durch techniku0022, u0022Just do itu0022, u0022Every little helpsu0022, u0022Have a breaku0022, u0022Dirt is goodu0022, u0022I'm lovin itu0022, u0022The power of dreamsu0022, u0022You're not youu0022 and so on.u003c\\\/pu003enu003cp dir=u0022ltru0022u003eJust because, like polo necks, endlines aren't as fashionable as they once were, doesn't mean they're any less valuable. And the reason for their value is simple. They help you own a thought, a purpose, a belief, a competitive advantage in the mind of your customer, making it inseparable from your brand. The advantage this confers is eulogised by Ries and Trout as the Law of Focus: u0022The most powerful concept in marketing is owning a word in the mind of the prospect.u0022u003c\\\/pu003enu003cp dir=u0022ltru0022u003eWhat is so telling about the endlines I've cited above is that we all know who they're for without the brands being mentioned. Our minds join the cognitive dots. This kind of mental availability was always gold dust and, in our hyper-fragmented media world, has become more precious than ever.u003c\\\/pu003enu003cp dir=u0022ltru0022u003eOf course, like all precious things, endlines don't come easily. The level of distillation and compression they demand requires considerable intellectual effort and, yes, a fair amount of luck. Even when you've got a contender, it will take sustained investment over two to three years before it begins to establish itself. Without wishing to sound cynical, how many of the agency team are going to be on the account when the line begins to bear fruit? Might it be more tempting to do a one-off show-stopper that garners rather more headlines and plaudits in the short term?u003c\\\/pu003e\",\"quote\":\"Endlines might not currently be fashionable but they still have value.\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22meerkat%20sim%22,%22caption%22:%22%22,%22id%22:12026,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/meerkat-sim\\\/%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2020\\\/09\\\/meerkat-sim.jpeg%22%7D\",\"blockId\":\"ZDVcGt\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZDVcGt\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"heading\":\"So the endline has lots of enemies.\",\"text\":\"u003cpu003eFashion, effort, discipline, time, vanity and investment, to name a few. But my advice would be to defy them all and have a go. Be a real pest if necessary. Distil, distil and distil until you have an unshakeable verbal shorthand to work from, that can unite all activity, glue all expression, provide intellectual cohesion from NPD to service design, communications, employer brand and corporate purpose.u003c\\\/pu003e\",\"blockId\":\"1BtmSW\",\"blockUniqueClass\":\"lazyblock-text-full-width-1BtmSW\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Screen%20Shot%202020-09-07%20at%2018.09.08%22,%22caption%22:%22%22,%22id%22:12027,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/screen-shot-2020-09-07-at-18-09-08\\\/%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2020\\\/09\\\/Screen-Shot-2020-09-07-at-18.09.08.png%22%7D\",\"blockId\":\"2aMErH\",\"blockUniqueClass\":\"lazyblock-image-full-width-2aMErH\"} \/-->\n\n<!-- wp:lazyblock\/two-column-side-by-side-text-inline-image-button {\"items\":\"%5B%7B%22text%22:%22%3Cp%3EI%20deliberately%20used%20the%20phrase%20%5C%22verbal%20shorthand%5C%22%20above%20to%20avoid%20being%20dogmatic.%20Not%20every%20brand%20should%20have%20an%20endline,%20nor%20should%20every%20ad.%20But%20every%20brand%20should%20have%20a%20verbal%20distillation%20that's%20clear,%20memorable%20and%20succinct.%20At%20VCCP,%20we%20call%20it%20a%20concentrated%20brand%20idea%20(CBI).%20Others%20might%20call%20it%20a%20purpose,%20mission%20or%20essence.%20Without%20this%20narrative%20North%20Star,%20a%20brand%20is%20far%20more%20likely%20to%20be%20inefficient%20in%20the%20way%20it%20communicates%20and%20fragmented%20in%20the%20way%20it%20behaves.%20The%20actual%20wording%20itself%20may%20never%20be%20used%20externally,%20but%20it%20will%20still%20run%20through%20the%20culture%20of%20an%20organisation%20like%20the%20wording%20through%20a%20stick%20of%20rock.%20Such%20as%20Brighton%20or%20Scarborough.%3C\\\/p%3E%22%7D,%7B%22text%22:%22%3Cp%3ENine%20times%20out%20of%2010,%20that's%20where%20the%20great%20mantras,%20mnemonics,%20shorthands,%20catchphrases%20and%20endlines%20are%20to%20be%20found.%20From%20within.%20They%20may%20have%20been%20put%20to%20one%20side%20or,%20rather,%20forgotten%20about.%20I%20believe%20this%20is%20the%20story%20behind%20%5C%22Vorsprung%20durch%20technik%5C%22,%20which%20John%20Hegarty%20(re-)found%20on%20an%20Audi%20factory%20visit.%20They%20may%20come%20from%20evolving%20a%20product%20claim%20into%20a%20belief%20statement,%20as%20with%20%5C%22There's%20a%20glass%20and%20a%20half%20in%20everyone%5C%22.%20They%20may%20come%20from%20the%20brand's%20tone%20of%20voice%20and%20idiom,%20such%20as%20%5C%22Simples%5C%22%20or%20%5C%22Should%20have%E2%80%A6%5C%22.%20They%20could%20be%20the%20end%20product%20of%20service%20design%20or%20choice%20architecture,%20such%20as%20Priority%20and%20Essentials.%20They%20may%20even%20be%20temporarily%20suspended,%20as%20in%20the%20case%20of%20%5C%22Finger%20lickin'%20good%5C%22,%20to%20further%20cement%20their%20fame%20for%20posterity.%3C\\\/p%3E%22%7D%5D\",\"blockId\":\"Z2p8Fa6\",\"blockUniqueClass\":\"lazyblock-two-column-side-by-side-text-inline-image-button-Z2p8Fa6\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"heading\":\"I could go on, but won't.\",\"text\":\"u003cpu003eSuffice to say that I would reserve a large dollop of scepticism for any creative director who tells you that endlines are old hat and not worth bothering about. I'd suggest that they can still be u0022Wonderful everydayu0022. I'd also politely ask them: u0022Did somebody say just try?u0022u003c\\\/pu003e\",\"blockId\":\"1Q6ac1\",\"blockUniqueClass\":\"lazyblock-text-full-width-1Q6ac1\"} \/-->","post_title":"Endlines are still the first word","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"endlines-are-still-the-first-word","to_ping":"","pinged":"","post_modified":"2020-09-07 18:29:32","post_modified_gmt":"2020-09-07 17:29:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/news\/2020\/sep\/endlines-are-still-the-first-word\/","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"related_content_title":"You may also like","hide_related_items":[],"visible_on_home_page":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/news\/8838","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/users\/24"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/media?parent=8838"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/categories?post=8838"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}