Insights

Paid social isn't organic social with a bigger budget. Boosting a strong organic post is not always the way to go, because the person seeing it has never heard of you before. It starts with a familiar move A post does well organically. Comments are rolling in, saves are up, the team is pleased. Someone suggests boosting it, or building a paid campaign around the same message. It seems logical: if it worked once, why wouldn’t it work again with a bigger reach?

Most brand guidelines get written, get approved, and then sit on SharePoint while everyone tries to remember if it's "website" or "web site". Not because we don't take them seriously – but because applying them consistently across every LinkedIn post, every web page, every proposal is grinding work, and grinding work always falls off the bottom of the list. 

Your buyers are researching, comparing, and increasingly buying from inside an AI assistant. The only question left is whether it gets your business right when the deal is decided.

Agentic content generation lets you be relevant on every page a customer might land on, at a cost that no longer scales with your ambition.

The generation most targeted for AI adoption is pushing back, and the reasons why should prompt every communicator to ask harder questions about how they're using the technology.

78% of enterprises have an AI pilot running. Only 14% have scaled one to organisation-wide use. We find that gap worth sitting with, because it’s where most of the organisations we speak with are quietly stuck right now.

Most marketing teams have been using generative AI for a while now. Drafting copy, brainstorming ideas, summarising research, it's become part of the workflow. But there's a shift happening that goes beyond chatting with a language model and hoping for a useful reply. We're moving from AI that helps us do our work to AI that actually does work for us.

What 10 years of disruption, distrust and digital acceleration has taught us and what comes next.