Account retention strategies are the operational systems, habits, and touchpoints that keep existing clients or customers engaged, satisfied, and less likely to leave. The best ones are not complicated. They are consistent, commercially grounded, and built around what clients actually need rather than what looks good in a QBR deck. Most businesses lose accounts not…
Stellantis has made sweeping changes to its US marketing partnerships, cutting agency relationships and restructuring how it manages media, creative, and commercial activity across its brand portfolio. The moves are significant not just for the agencies involved, but for what they reveal about how a major automaker is rethinking the role of external partners in…
The Cognitive Bias Codex is a visual map of over 180 documented cognitive biases, organised into clusters by the type of mental shortcut they represent. For marketers, it is less a curiosity and more a working inventory: a structured way to understand why buyers behave the way they do, and where rational-looking decisions are actually…
A media forecast is a structured projection of how advertising spend, channel mix, and audience reach will perform over a defined planning period. Done well, it gives commercial teams a working model for budget allocation, scenario planning, and accountability. Done badly, it becomes a spreadsheet that sounds authoritative but is really just organised guesswork dressed…
A deduplicated audience is the count of unique individuals reached by a campaign after removing duplicate exposures across channels, platforms, or data sources. Instead of adding raw impressions or user counts together, deduplication identifies the same person appearing in multiple places and counts them once. The result is a truer picture of how many distinct…
Consumer experience mapping is the process of charting every interaction a customer has with your brand, from first awareness through to purchase and beyond, to identify where experience breaks down and where commercial opportunity is being lost. Done well, it is one of the most useful diagnostic tools in marketing. Done poorly, which is most…
The Big 6 media companies are Comcast, Walt Disney, Warner Bros. Discovery, Paramount Global, Sony, and News Corp. Between them, they control the majority of what the world watches, reads, streams, and hears. Understanding who owns what is not just trivia for media buffs. For anyone making decisions about where to spend marketing budgets, which…
Demand generation is the practice of creating awareness and interest in your product or service among people who are not yet actively looking to buy. It is distinct from lead generation, which captures existing intent, and from brand advertising in the traditional sense, because it is built around measurable commercial outcomes, not just reach. Done…
A digital marketing strategy is a documented plan that connects your online channels, audiences, and commercial objectives into a single, executable framework. It defines where you compete, what you say, to whom, and how you measure whether any of it is working. Without one, you are not doing digital marketing. You are doing digital activity,…
Owned marketing refers to the channels, content, and audiences a brand controls directly: email lists, websites, blogs, communities, and organic search presence. Unlike paid media, you don’t rent access to these audiences. You build them once and compound the returns over time. Most brands underinvest in owned channels because the returns are slower and harder…
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