thinking that moves your business forward

Cannes Lions remains one of the clearest signals of where the marketing industry is heading. This reflection explores five themes from the week, from AI and regulation to trust, differentiation and the future talent pipeline.

6 min

Marketing has become crowded with channel experts, but commercial growth still depends on someone seeing the full picture. This article argues for a return to proper marketing thinking: understanding the market, building a clear position, and choosing channels only once the strategy is in place.

6 min

AI can organise a marketing strategy, but it cannot replace the thinking behind your work. Strong strategy comes from understanding your audience, refining your narrative, and building feedback loops that connect marketing to real commercial outcomes.

6 min

Businesses all say they need ‘leads’, and, for the most part, expect results immediately. So what do they do? They turn to the plethora of outbound tools.

6 min