South Africa, Sept. 30 -- Responsible marketing is often framed as a question of restraint: what brands should not say, who they should not speak to and where they should not go.

But that framing misses the bigger opportunity.

Responsibility should not sit outside creativity as a set of rules that restricts what marketers can do; it should challenge us to think differently about how far creativity can go and what it can achieve.

That is what I mean by being a responsible rebel. It is not about rebelling against the rules for the sake of it.

It is about having the confidence to push boundaries, with the discipline to understand where those boundaries come from and why they matter.

The alcohol category

In a category such as alcohol, t...