Media agency fees typically range from 5% to 15% of managed ad spend, though the actual number depends heavily on the size of the account, the scope of work, and the type of media being bought. For large accounts running tens of millions annually, fees compress toward the lower end. For smaller accounts with complex…
The marketing operations role sits at the intersection of strategy, technology, and process, and it is one of the most misunderstood positions in modern marketing organisations. At its core, it exists to make marketing work better: cleaner data, faster execution, tighter measurement, and fewer expensive mistakes. But the job description varies wildly from one company…
Social media beyond Facebook covers a broad set of platforms, each with distinct audiences, content formats, and commercial dynamics. Instagram, TikTok, YouTube, Pinterest, Snapchat, and Reddit all operate differently, attract different demographics, and reward different creative approaches. Choosing the right one is not about following industry trends. It is about matching platform behaviour to where…
Programmatic advertising now accounts for the overwhelming majority of digital display spending globally, yet direct-sold inventory continues to command meaningfully higher CPMs in most categories. The revenue split between these two channels is not simply a pricing story. It reflects fundamentally different assumptions about who controls value in digital advertising, and those assumptions shape how…
A persona map is a structured framework that organises your target audience segments into distinct profiles, capturing who they are, what they care about, how they make decisions, and where they spend their attention. Done properly, it becomes the connective tissue between your product positioning, your channel strategy, and your messaging hierarchy. Done badly, it…
Measuring AI assistant success in a marketing department comes down to three things: time recovered, output quality, and commercial impact. If you cannot answer those three questions with reasonable specificity, you are not measuring AI adoption, you are celebrating it. Most marketing teams that have deployed AI tools spend the first six months talking about…
Demandbase and 6sense are the two dominant account-based marketing platforms in B2B, and on paper they look almost identical. Both use AI-driven intent data to identify in-market accounts, both orchestrate multi-channel engagement, and both promise to align sales and marketing around the same pipeline signal. The difference is in how they’re built, what they prioritise,…
An interim CMO gives a business senior marketing leadership on a fixed-term basis, without the cost, commitment, or risk of a permanent hire. The benefits go well beyond filling a gap: a good interim brings outside perspective, commercial credibility, and the ability to move fast precisely because they have no political skin in the game….
Business-level strategy addresses one overarching question: how does a company compete in its chosen market? Not which markets to enter, not how to allocate capital across divisions, but specifically how a business will win customers, hold its position, and generate sustainable returns within the competitive arena it has chosen to operate in. That question sounds…
Starting as a CMO is one of the most commercially exposed positions in business leadership. You inherit a team, a budget, a set of assumptions, and a board that wants results before you have had time to understand what is actually driving them. The first 90 days do not determine whether you succeed, but they…
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