Insights
Thoughts, ideas and insights from experts in all things marketing, communication and technology.
Answer for yourself, or let someone else answer for you
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.
Fund the top of the funnel with the bottom
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 real AI challenge of 2026 isn't adoption. It's proof.
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.
From generative to agentic AI: How our Media and 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.
The trust evolution: How a decade of change moved us from control to connection
What 10 years of disruption, distrust and digital acceleration has taught us and what comes next.
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?
From narrative to numbers: The shift reshaping sustainability reporting
Across Europe, sustainability is now central to corporate strategy, but communicating it remains a major challenge. With tighter regulations and rising scrutiny, stakeholders expect accessible, verifiable and comprehensive information on corporate websites.
From TikTok hype to long-term loyalty: How FMCG brands can turn visibility into trust
TikTok is where discovery begins — but loyalty is built elsewhere. In a feed that moves in seconds, you can win attention fast; the next purchase is won when it’s easy to understand, believe in, and choose your brand again. Treat every video as a small trust transaction: if it gives the viewer proof, an explanation, or a useful service, you’ve earned a “trust token” you can compound over time.