Replens: Sex never gets old – the power of noticing

Replens, a vaginal moisturiser brand, launched Sex Never Gets Old: the first UK campaign to portray older couples in a moment of intimacy to help recover sales in the aftermath of COVID-19 and help women feel good in their own bodies.

"Creativity is seeing what others see and thinking what no-one else has thought" Albert Einstein

In a world of infinite data, Planning's ability to notice has never been more important. To look at the same dataset as everyone else, and to notice something – something different, something new, something that sparks a new thought. As we move into the age of AI, perhaps it's this kind of very human ability – to turn seeing into creativity – that will keep our discipline in demand.

This paper is a groundbreaking example of noticing. It demonstrates how planning saw the overlooked potential...

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