Imagine you need a new protein bar. You could Google “best protein bars UK,” open five tabs and compare a few options yourself. Or you could ask an AI assistant: “What’s a good high-protein snack in the UK, under 200 calories, that tastes great and costs less than £2?” That second behaviour is becoming mainstream….
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Is your marketing strategy actually working? It’s easy to get caught up in the day-to-day of marketing, posting on social, working with influencers, securing PR coverage or running paid ads. But being busy doesn’t necessarily mean your marketing is effective. A successful marketing strategy isn’t about being everywhere or constantly producing more content. It’s about…
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August has delivered some seriously creative marketing campaigns, with brands finding increasingly imaginative ways to turn everyday behaviours, entertainment and culture into opportunities for engagement. This month’s strongest campaigns show that the best ideas often start with a simple consumer truth. Whether it’s reminding Tesco shoppers about rewards they have forgotten, giving McDonald’s fans the…
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If you’re building a marketing strategy, you’ll often hear the terms earned, owned and paid media. But what do they actually mean, and how should they work together? Put simply: Each has a different role to play. And while you don’t necessarily need to invest equally in all three, understanding how earned, owned and paid…
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For consumer brands, the appeal of viral marketing is obvious: millions of views, thousands of shares and impactful moments that get everyone talking. Everyone wants to go viral, but going viral isn’t the same as building a brand. A campaign can rack up impressive numbers and still leave people asking, “Who was that actually for?”…
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If you’re considering working with a PR agency, one of the first questions you may have is whether you need ongoing support or a one-off campaign. A PR retainer provides ongoing strategic and media support, while a PR campaign focuses on a specific objective, launch or moment in time. So, which is better for your…
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When it comes to the best marketing campaigns of July 2026, brands showed that the strongest creative ideas don’t always need to be complicated. From football-inspired reactive marketing to playful product innovations and campaigns built around everyday consumer behaviours, this month’s standout work found clever ways to connect with audiences. These campaigns combined cultural relevance,…
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Getting press coverage is one of the most effective ways to build brand awareness and credibility. Unlike paid advertising, media coverage is earned, helping to establish trust with potential customers and position your business as an authority in its field. The challenge is that journalists receive hundreds of pitches every week, and only a small…
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For years, brands have focused on growing their social media following. The bigger the audience, the greater the perceived success. With organic reach becoming increasingly difficult to achieve and consumers overwhelmed by content, brands are beginning to prioritise brand engagement over audience size. The question is no longer “How many followers do we have?” but…
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