Thought leadership
Perspectives, research and strategic thinking shaping the future of marketing.
Autonomous systems are moving from the media buying layer into strategy itself. The advantage will belong to organisations that restructure decision-making, not those that buy the most tooling.
Autonomous systems are moving from the media buying layer into strategy itself. The advantage will belong to organisations that restructure decision-making, not those that buy the most tooling.
Five shifts we expect to define budget allocation across UK marketing organisations in the coming year — and the two we believe are overstated.
Generative answers are compressing the click. Visibility strategy must shift from ranking positions to citation share, entity authority and structured evidence.
A structured approach to portfolio allocation when platform signal quality is deteriorating and incrementality is the only defensible currency.
Autonomous systems are moving from the media buying layer into strategy itself. The advantage will belong to organisations that restructure decision-making, not those that buy the most tooling.
Five shifts we expect to define budget allocation across UK marketing organisations in the coming year — and the two we believe are overstated.
The practice strengthens its intelligence capability with a senior appointment leading applied research and client deployment.
Generative answers are compressing the click. Visibility strategy must shift from ranking positions to citation share, entity authority and structured evidence.
A structured approach to portfolio allocation when platform signal quality is deteriorating and incrementality is the only defensible currency.
Retention economics are misunderstood in most growth models. The lever is rarely more messaging — it is sequencing, eligibility and restraint.
Commentary on the updated guidance and the practical implications for influencer and AI-assisted creative.
Signal loss, retail media maturation and the return of brand-led efficiency: where the performance discipline is heading.
A first-party estate is an operating asset, not a compliance response. Valuing it correctly changes what an organisation is willing to invest.
Propensity modelling has moved from the analytics backroom to the planning table. The governance has not kept pace.
An anonymised account of a twelve-week optimisation programme: what was automated, what was deliberately left manual, and where the gains actually came from.
Channel orchestration fails at the seams. Six observations on sequencing, frequency management and the cost of internal handovers.
A framework for allocating between demand capture and demand creation when the two are measured on incompatible timescales.
Where autonomous agents are genuinely productive today, where they are not, and how to structure oversight that scales.
Treating prompts as reusable operational assets: versioning, evaluation and the internal library that makes quality repeatable.
Designing orchestration that survives contact with reality: idempotency, fallbacks and the discipline of doing less.
A comparative assessment across matched account sets, and an honest account of where human planners still outperform.
Our research programme publishes benchmark data and longitudinal studies on the UK market. Each report is available in full, without a sales conversation attached.
Our flagship annual assessment of UK marketing investment, drawing on a survey of 140 senior marketers and spend data across the programmes we operate. Covers budget reallocation, channel maturity and the organisational readiness gap.
A longitudinal study of purchase decision-making across five UK consumer categories, examining how discovery, deliberation and trust formation have shifted since the arrival of generative search.
Platform-by-platform analysis of format performance, creator economics and paid efficiency, with a forward view on where attention is consolidating across UK audiences.
Aggregated, anonymised benchmark data across search and shopping: cost per acquisition, conversion rate and impression share by sector, with quartile distributions rather than misleading averages.
A quarterly review of organic visibility, citation share in generative answers and the measurable impact of answer-layer synthesis on qualified traffic.