Interview: How to advertise creatively in regulated markets
Simon Bunkell, Co-Founder of communications company Bain & Bunkell, speaks exclusively to SiGMA News about the challenges of developing creative campaigns in heavily regulated industries and why constraint can often be the catalyst for better storytelling.
From gambling and financial services to other compliance-heavy sectors, marketers are increasingly forced to balance creativity with strict regulatory frameworks. For Bunkell, that tension is not a barrier to creativity, but the starting point.
In this interview, he explains why responsible messaging can coexist with engaging storytelling and how brands can stand out in industries where everyone is working within the same set of rules.
Q: Could you tell us about your background and how you approach creative strategy?
Bain & Bunkell is a creative strategy business by design. Both my partner and I come from large global advertising agencies, but we shifted our thinking towards applying creativity as a core business resource rather than simply an output.
For us, creativity is not just about making advertising. It is about solving business problems.
We’ve been operating for 11 years and work globally across industries including financial services, IT, FMCG, legal and commercial property. What connects all of those sectors is that our work begins with research and insight. Everything starts with understanding where the client sits, what problem they’re trying to solve, and what needs to change.
Once the proposition is clear, the creative work becomes much more focused.
Q: How does the creative process change when you are working in a highly regulated industry?
Regulation needs to be incorporated into the creative process from the very beginning. Before an idea is even created, you need to have already started thinking about how those regulations will affect the creative outcome.
Advertising in regulated markets often needs multiple approvals from governing bodies before it can go live, so it makes more sense to design within those parameters from the start.
When boundaries are clear to all, you can focus on building ideas that work inside the framework which, interestingly enough, is the sort of discipline that can improve creativity.
Q: Many people assume regulation limits creativity. Do you see it that way?
Not at all. In many cases, constraints actually lead to better ideas.
When you remove certain shortcuts, such as exaggerated claims or overly promotional messaging, you are pushed to find smarter ways of communicating value. That often leads to stronger storytelling and clearer brand positioning.
The real challenge is not the regulation itself. It is finding ways to stand out when every competitor is operating within the same rules.
Q: Gambling advertising often looks very similar across brands. Why does that happen?
Functional advertising is the safest option. A lot of campaigns simply show the platform, the interface or the features because that approach is easy to replicate and easier to approve. But it often creates a sea of sameness.
There is a big opportunity in storytelling, focusing on what the experience means to the consumer rather than just showing how the product works. Functional messaging can drive short-term results, but storytelling builds long-term brand connection.
The strongest brands usually find a balance between the two.
Q: Gambling advertising is under increasing scrutiny in many markets. How should brands respond?
The industry operates in an environment where the social impact of gambling is being discussed more openly, including at government level. That scrutiny is unlikely to disappear.
The companies that succeed long term will be the ones that recognise that reality and build responsible engagement into both their messaging and their product experience.
Encouraging thoughtful participation is far more sustainable than simply chasing rapid growth.
Q: Looking ahead, how do you see advertising evolving in regulated industries?
I think we will see a shift away from purely functional messaging towards stronger storytelling.
As regulation evolves, brands will need to find more intelligent ways to communicate their value. That often means focusing on identity, values and audience connection rather than simply promoting offers.
The brands that succeed will be the ones that learn how to tell compelling stories while still respecting the rules they operate within.
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