In this special direct to consumer episode the Wax/On team are joined by London Sock Company co-founder Dave Pickard to discuss what it’s like setting up and growing a successful DTC business. Plus, do wacky ads really work? with behavioural scientist Patrick Fagan. And new ad campaigns from Starbucks, British Gas and M&S. And, in terms of Starbucks' latest ad supporting the Trans community, Dave also spoke about the London Sock Company's 'pull your socks up' campaign. https://www.londonsockcompany.com/pull-your-socks-up-for-charity/ https://www.marketingweek.com/british-gas-wilbur-penguin-brand-positioning/ https://www.youtube.com/watch?v=fCAO53oThQI&feature=emb_title