Michael Specter

All the food we eat - every grain of rice and kernel of corn - has been genetically modified. None of it was here before mankind learned to cultivate crops. The question isn't whether our food has been modified, but how.

Until the Nineteen-Eighties, when Deng Xiaoping designated the area as China's first special economic zone, Shenzhen had been a tiny fishing village. Suddenly, eleven million people appeared, seemingly out of nowhere; factories sprang up, often housed in hastily constructed tower blocks.

By themselves, genetically engineered crops will not end hunger or improve health or bolster the economies of struggling countries. They won't save the sight of millions or fortify their bones. But they will certainly help.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.

If you've done a bit of journalism, everyone assumes you must be moving into PR. We're absolutely not becoming a PR agency and we're not turning into Brunswick. We will remain SRU, but we will be owned by the Brunswick Group. It's quite different.