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Knowledge from smart results-oriented marketers
Article 4 minutes
Focus on top-of-funnel metrics, media mix models and getting creative with tools to reach business objectives for measuring the impact of brand activity says Patrick Mazzotta in Advertising Week.
Article 6 minutes
Patrick Mazzotta reacts to the latest IPA (Institute of Practitioners in Advertising) Bellwether Report. Read more expert opinions here.
Article 2 minutes
2023 is heating up with the rise of ChatGPT and the question on everyone’s mind, can AI really compete with human creativity? Read what David Hughes has to say.   
Article 10 minutes
Donia Baddou shares her predictions on the role of creative, the need for better measurement and potential fragmentation.
Article 1 minute
Carbon neutral certification is a key milestone in helping businesses become sustainable, inclusive and transparent.
Despite the market’s uncertainty around inflation, currency weakness and supply-chain issues, Patrick Mazzotta sees a volatile Q4 as an opportunity for dynamic brands to seize.
Video 5 minutes
Purpose pioneer Thomas Kolster renounces his previous beliefs. He sounds a warning to brands not to engage in purpose-washing, and suggests they rather build consumer trust through transformational promises. 
Video 5 minutes
Mario Natarelli unveils the concept of brand intimacy. He emphasises why forming emotional bonds with consumers – and other stakeholders – will lead to growth. 
Video 5 minutes
Jephtah Abu shares his advice on how to build diverse and inclusive communities – and details what success looks like.
Video 5 minutes
Rebecca emphasises the advantages of developing brand champions within a business that can effectively represent a brand, no matter the audience.
Article 5 minutes
Charlie Makin provides some incredible insight on how to generate long-term brand loyalty in the current climate.
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