Trend
Most brands have customers. Very few have believers
By Andrew Welch
Loyalty schemes and convenience won’t secure long-term growth; brands must create a sense of belonging, writes Andrew Welch.
Trend
Selling to people? Try selling to algorithms: how to win visibility in an AI-mediated market
By Kim Martin
Brands must adapt to how the rise of agentic AI is reshaping how customers discover, evaluate and choose products.
Trend
Sports marketing has a platform problem, not an attention problem
By Dom Mernock
An evolving approach is the only way to truly ensure meaningful fan engagement, writes Dom Mernock.
Trend
Once upon an algorithm: storytelling in the age of AIOs
By Mike Fantis
AI crawlers are fast becoming a new audience brands cannot afford to ignore.
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YouTube isn’t just shaping culture, it’s training the robots that sell to us
Long-form video is turning into a new visibility battleground for brands, writes Barney McCann, Head of Creative at Born Social
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Rethinking sponsorship in the digital sports era
Sports tournaments like the Six Nations show that there is a growing potential for more innovative and digital content-led sponsorship deals, writes Darragh Kelly.
Trend
Curiosity didn’t kill the cat, certainty did
By Nikki Fraser
Curiosity is what keeps us creative in the face of changing technology and AI, writes Nikki Fraser.
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Social creativity is shifting from volume to value
Brands must keep up with maturing algorithms and take a quality over quantity approach to social.
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When ‘admin parties’ become a thing, brands should pay attention
Brand bombardment and our always-on culture are leading to burnout, warns Sam Richardson.
Trend
Why I am bored of entertainment
By Will Poskett
In a media-first world, entertainment should be table stakes, writes Will Poskett.
