Competitor rankings are a measure of relative market position, typically assessed through search visibility, share of voice, pricing position, or customer perception scores. They tell you where you stand today. What they rarely tell you is why you’re there, or what it would actually take to change it. That gap between the number and the…
A media buying strategy is the structured approach a business uses to decide where, when, and how much to spend on paid advertising to reach the right audience at the right cost. Done well, it connects budget decisions directly to commercial outcomes. Done poorly, it produces a lot of activity that looks like progress but…
Content gap analysis is the process of identifying topics, questions, and search queries your audience is actively looking for that your current content does not address, while your competitors may already be ranking for them. Done well, it tells you not just what to write next, but where genuine commercial opportunity exists in your market….
The HBO Max rebrand to “Max” in 2023 is one of the most instructive brand strategy failures in recent memory, not because Warner Bros. Discovery made an obviously bad decision, but because they made a defensible business decision and dressed it up as a brand one. The distinction matters. When you strip a premium brand…
Content cannibalisation happens when two or more pages on your site compete for the same keyword, splitting ranking signals and confusing search engines about which page to surface. The result is predictable: instead of one strong page ranking well, you get two weak pages ranking poorly, or worse, the wrong page ranking at all. It…
Fanatics advertising sits at an intersection most brand marketers have been slow to recognise: a first-party data network built on verified purchase behaviour, wrapped around the most emotionally engaged audience in consumer marketing. If you are running campaigns targeting sports fans and you are not thinking about what Fanatics has built, you are probably over-investing…
Keyword commercial intent is the likelihood that a search query will lead to a purchase or a commercial action. It sits at the centre of any paid or organic search strategy worth running, because traffic without intent is just noise. Getting this wrong is one of the most expensive mistakes a marketing team can make….
The Cannes Lions International Festival of Creativity is the advertising industry’s largest annual gathering, drawing thousands of agency leaders, brand marketers, and media owners to the south of France each June. It rewards creative excellence, generates significant industry conversation, and has been doing both for over sixty years. It also has a persistent habit of…
The Moz SEO survey is one of the most referenced sources in the industry, regularly cited in blog posts, agency decks, and conference presentations as evidence for what works in search. It captures real practitioner sentiment across a broad sample, and that has genuine value. But survey data is not the same as causal evidence,…
IPG Mediabrands’ strategic priorities for 2025 centre on three interconnected bets: deeper AI integration across planning and buying, a sharper focus on commerce media, and a structural push to make first-party data the backbone of client campaigns. These are not new ideas in isolation, but the way IPG is sequencing and resourcing them tells you…
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