Insights
Thoughts, ideas and insights from experts in all things marketing, communication and technology.
The human + AI balance: why the smartest campaigns in 2026 are neither fully automated nor fully manual
We all know the appeal of a campaign that runs itself. That's what AI-driven marketing promises, but full automation isn't the end goal. It's just a tool, and like any tool, it only works as well as the strategy guiding it.
From generative to agentic AI: How our Media & MarTech team moved from prompts to pilots
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.
From experimentation to execution: the marketing shifts shaping 2026 so far
Much of the conversation around digital marketing still focuses on what is new: new tools, new platforms and new capabilities, particularly around AI. But the more useful question now is simpler: what is here to stay?
The hidden carbon cost of your website – and how to fix it
Websites, apps, and online platforms may feel weightless, but their impact is not. Carbone4 estimates that the digital sector accounted for 3.4% of global emissions in 2023 – more than many countries produce. The good news is that making digital experiences lighter, faster, and greener is simpler than you might think.
Digital strategy kick-off: How to start the year with a data-driven marketing plan
The start of a new year is more than a reset. It’s an opportunity to refocus your marketing strategy on what actually drives impact. With more channels, platforms and data available than ever before - and AI now accelerating both insight and execution - success depends on turning information into action, not just setting ambitious goals.
Why Han Solo in a kilt, by a loch, holding a bottle is making me feel things (and buy things)
Full disclosure: I am a 50-year-old woman, so having feelings when I see Harrison Ford is probably normal, a generational thing. But I am also a brand and communication strategist, so I know there’s more to it than nostalgia.
September is the new January: Three ways to kickstart your marketing
Content & MarTech Specialist Eliott Friberg explains how September offers a prime opportunity to reset marketing workflows, re-engage audiences, and set your brand up for long-term growth.
Need to increase marketing efficiency and effectiveness? Start with your content processes
The fast-paced marketing landscape demands that global teams deliver more targeted campaigns, generate higher-quality leads, and build long-term brand awareness - all while working with fewer resources and tighter timelines. Content is continuously optimised, new campaigns are launched weekly, and personalisation has become a necessity rather than an option. But what if the key to achieving all these goals lies not in producing more content, but in improving the processes behind it?