_Editorial Archives

The Modern Marketer’s Guide to Growth Due Diligence in Tech M&A

Growth due diligence is not just a risk mitigation exercise. It is how you discover immediate, post-acquisition value creation opportunities.

Is AI Pushback Driving User Acquisition Away From the Platforms?

As effective as Meta and Google are in finding and converting users thanks to their scale and technology, research shows that optimal performance comes from broader campaigns, including the open web.

Beyond the Visit: What the Bayeux Tapestry Tells Us About the Real Value of an Exhibition

The risk is treating an opportunity like this as a straightforward merchandising exercise; just put the tapestry on a mug and wait for the queue to convert.

Retail Marketing Needs to Be More Emotionally Intelligent

The industry spends a lot of time talking about platforms and emerging technologies. But consumers rarely think in those terms.

3 Shifts Publishers Need to Survive AI’s Next Phase

To say that publishers need to run more efficient businesses to survive the next phase of the internet is an understatement. If we do not adapt, the industry risks extinction.

Brands Need to Think Like Broadcasters, Not Advertisers

The brands that succeed will not simply be those able to buy the most attention. They will be the ones that know how to keep it.

Does Your Brand Need Explaining? It Might Be an Intelligent Brand

Intelligent Brands face a comprehension challenge which creates a bigger opportunity for them in the future. If they can teach the customer why they are necessary, they can often shape the market.

The Danger of Over-Polished Ideas: Why Great Creative Needs Room to Breathe

Remember, diamonds are made under pressure, and the best ideas often emerge through overcoming challenges. Stand firm and demonstrate to your clients that when an idea goes through the creative process, it becomes even stronger and more refined.

Paid Search Doesn’t Need More Keywords. It Needs Better Boundaries.

AI isn’t something you turn on and walk away from. The competitive advantage isn’t the automation itself. It’s in the boundaries you set for it.

The Interpretation Economy and How Brands Compete for Meaning

As AI, social platforms and creators begin answering questions on a company’s behalf, brand leadership has to move upstream

The Conversation Gap in Modern Marketing

People don’t always know exactly what they think the moment they’re asked. An initial response can be valuable, but some of the most useful context emerges later, when there is an opportunity to reflect, clarify or expand on an idea.

Gen Z Doesn’t Need to Hear from You

Reach is the wrong metric for a generation that does not respond to volume. The question worth asking after any campaign is whether the right people trusted those who said it.

3 Key Ways GLP-1 Medications are Accelerating Retail E-Commerce Change

With as many as one in eight American adults now taking the drugs, peak drug adoption may still be ahead.

The New Crocs Mascot is More Like a Sitcom Character Than Traditional Mascot: Here’s Why

Niles, the newly hatched official mascot for casual footwear brand Crocs, has more in common with Liberty Mutual Insurance’s vocal flub turned spokespuppet Liberty Biberty than he does with most mascots, reptilian or otherwise.

You Did Everything Right But ChatGPT Picked Your Competitor

The shortlist of brands AI trusts is already being built. The question is whether your brand will be on it.

Why Clients Need to Get on Board with New Channels

The beauty of both gaming and creator ecosystems is that no one is there just to kill time; they’re there to learn, belong, or build, which means they’re actively aware of your brand message.

Health Brands Need to Be as Holistic as Their Customers

As consumers become more proactive about their health, the brands that earn a place in their routines will likely be the ones that help them understand how all of those routines fit together.

The Monsters Cereals Are Back for an Encore Collab with The Jim Henson Company – Here’s Why

Spooky season is just around the corner and this year the Monsters Cereals are back for an encore collaboration with The Jim Henson Company.

The Next Creator Economy Won’t Be Built by Creators

Talent management is evolving from a business built around monetizing audiences into one increasingly concerned with turning expertise, reputation and trust into durable commercial infrastructure.

From Funnel to Feedback Loop: The New Advertising Playbook for Game Growth

As marketers, we need to take another hard look at what role each channel is playing and ask if we are optimizing towards campaign KPIs, the result, or the journey as a whole.

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