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AI won’t fix bad customer data: Why CRM readiness comes first

This blog explains why successful AI marketing starts with clean, connected customer data—not new AI tools. It explores how CRM readiness, data quality, governance, and integrated workflows enable better personalization, automation, and measurement, while showing why brands that invest in a strong data foundation are better positioned to unlock AI's full potential.
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The new age gate: What social media age restrictions mean for brands and advertisers

This blog explores how rising social media age restrictions and child safety regulations are reshaping digital advertising. It explains the impact on audience targeting, data collection, campaign measurement, and compliance, while outlining practical strategies brands can adopt to reach audiences effectively, protect trust, and stay ahead of evolving regulations.
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Influencer Seeding Guide

Introducing “Intent vs. Impact: A Data-Backed Guide to Fixing Flawed Influencer Seeding“, our new report that cuts through the noise with research-backed insights. Our latest report delves into one of the most efficient and effective, yet widely misutilised, earned media tactics in modern-day marketing: influencer seeding.

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Building Brand Advocacy

In today’s challenging economic climate, where marketing budgets are under intense scrutiny, brand advocacy has emerged as a critical investment area. Our survey of 150+ senior marketers reveals that four in five say they plan to increase investment in brand advocacy over the next year, underlining growing recognition of its potential to break through a crowded digital landscape.
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Best Before: You Next Campaign

Best Before: Your Next Campaign reveals why enterprise FMCG teams should stop treating influence as a late-stage campaign add-on and start using it as a system for building durable demand, one that works between peaks and not just during them. Built on insights from 300+ senior FMCG brand marketers across the UK and US, it includes the Influence & Advocacy Maturity Model™ so your team can assess where you stand today and what to do next.
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The Beauty Brand Global Social Index: June 2026

Every month, Socially Powerful uses our proprietary index, built on creator activity, engagement, reach and audience growth, to show which brands are building social presence and the ones to watch. Download the report to see where your brand stands and what the leading brands are doing differently.

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Everyone's At The World Cup .

2,500 global fans on what they want from every brand activating around 2026 — Nike, Adidas, Coca- Cola, Budweiser, Verizon, Visa and the rest — and what separates the brands fans love from the brands fans skip.
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How the FIFA World Cup can help brands make meaningful connections

This article explores how the 2026 FIFA World Cup presents a unique opportunity for brands to build meaningful connections with consumers beyond traditional sponsorships. With Toronto hosting matches, brands can engage fans through transit advertising, out-of-home media, audio, and experiential activations that capture attention in real-world environments.
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Agentic AI is coming for search. Paid media is next.

This article explores how agentic AI is transforming search and paid media by shortening the path from intent to action. As AI assistants increasingly make recommendations and decisions on behalf of users, traditional click-based journeys are giving way to AI-mediated experiences. The article argues that marketers must shift their focus from driving clicks to influencing AI-driven decisions through stronger brand signals, trusted content, and outcome-based measurement.
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The YouTube Content Shift Brands Can’t Ignore

This article highlights a major shift in YouTube strategy: success is no longer driven solely by search-optimized “how-to” content. As competition grows and discovery increasingly happens through recommendations, Shorts, and suggested videos, brands must create educational content that is also engaging and watchable. The key is combining expertise with strong storytelling, retention-focused formats, and “edutainment” to earn attention, recommendations, and long-term audience growth.
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What Should CMOs Demand From a Media Partner Today?

This article explores how the role of media partners is evolving as AI, fragmented customer journeys, and increased pressure to prove ROI reshape the marketing landscape. It argues that CMOs should expect more than media buying expertise, they need strategic partners who can connect data, content, technology, and operations to measurable business outcomes. Key priorities include AI governance, full-funnel integration, and CFO-grade measurement that links media investment directly to growth.
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The Simply Download - the behavioural shifts happening on social RIGHT now.

The June download shares the biggest platform updates, emerging trends, content opportunities, key upcoming moments, and the formats cutting through across TikTok, Instagram, LinkedIn and beyond.
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AI should be the cherry on top, not the whole cake.

AI is getting smarter by the minute, but originality is becoming more valuable than ever. The latest social trend of turning exes' texts, awkward WhatsApp chats and old voice notes into AI-generated songs - is proof that the best content still starts with a human insight. The technology might create the output, but the idea comes from a real experience.

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The Future of Heritage Research Report

Heritage brands are poised for renewed relevance as consumers, fatigued by constant innovation and AI-driven content, seek authenticity, quality, and familiarity. This creates growth opportunities, but also challenges, including rising costs and pressure to evolve. To succeed, brands must balance modern relevance with their core identity—adapting to new audiences and cultural contexts without losing the timeless qualities that define them and drive long-term, sustainable growth.
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Temu and Shein in 2026: How their stop-start spend is reshaping ad auctions (and what media buyers should do)

Temu and Shein’s fluctuating ad spend is driving volatility in digital ad auctions in 2026, especially on Google and Meta. Their sudden shifts impact costs and performance, often misleading advertisers. The blog highlights the need for media buyers to recognise these external factors and adopt more data-led, strategic approaches to avoid misinterpreting results.
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Car advertising: asleep at the wheel?

Advertising should play a critical role in car sales. For most of us, a car is a big, considered purchase with heavy emotional investment – and we’ve an ever expanding array of alternatives to pick from. It’s the kind of category where you would expect advertising to be working hard to build brands and drive choice. But is it? Hear a perspective from John Crowther, Strategy Director at thirty6.