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Original illustration by Ruxandra Șerbănoiu

As humans, we yearn for authenticity. In our personal lives we gravitate towards those we perceive as genuine, and equally, we keep at arms length those we feel ‘aren’t being themselves’.

While defined as the genuine original, authenticity in marketing is actually more a perceived quality rather than the real thing, communicated in the way that something looks, feels or acts ‘authentically’ on screen.

We’re told that audiences value this kind of authenticity most, especially in an age where consumers can easily access other ‘authentic’ narratives through their social networks. …


Mark Welker

Mark Welker is an award winning short fiction writer, filmmaker, day dreamer and company director at video agency Commoner.

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