Omnicom acquisitions have followed a consistent logic for decades: buy capability, buy scale, buy market access. The IPG deal, the smaller specialist pickups, the data and technology plays , each one tells you something about where the holding company believes the industry is heading, and more importantly, where the money is moving. For senior marketers,…
An affiliate program is a performance-based partnership model where you pay third parties, typically publishers, content creators, or niche sites, a commission for driving measurable actions: sales, leads, sign-ups. Done well, it extends your distribution without the fixed cost of a sales team. Done poorly, it becomes a channel full of coupon sites clipping margin…
Convergence strategy is the deliberate alignment of multiple marketing channels, messages, and moments so they reinforce each other rather than operate in isolation. Done well, it creates a compounding effect where each touchpoint amplifies the next, making your marketing more efficient without necessarily spending more. Most marketing organisations are not doing this. They are running…
Leading advertising agencies share one quality that has nothing to do with creative awards or client rosters: they make their clients’ businesses grow. The best agencies in the world are commercially disciplined, strategically coherent, and obsessively focused on outcomes that matter to a boardroom, not just a creative director. Everything else is theatre. After two…
Brand ambassadorships work when there is genuine alignment between what a person stands for and what a brand actually delivers. When that alignment is absent, the arrangement becomes expensive decoration: visible, costly, and commercially inert. The mechanics are straightforward enough. A brand partners with an individual, whether a celebrity, athlete, industry figure, or loyal customer,…
Pizza Hut’s rebranding is one of the more instructive case studies in what happens when a legacy brand tries to modernise without fully resolving the underlying commercial problem. The brand has cycled through identity shifts, logo updates, and positioning pivots over the past decade, sometimes with genuine strategic logic behind them, sometimes without. The results…
Affiliate incentives are the commission structures, bonuses, and rewards you use to motivate affiliates to drive traffic, leads, or sales on your behalf. Get them right and you build a channel that pays for itself. Get them wrong and you end up funding a cohort of affiliates who are optimising for your payout, not your…
The top advertising agencies in the United States in 2025 span holding company networks, independent shops, and specialist firms, each with different strengths, pricing models, and commercial realities. Choosing the right one depends less on league tables and more on what your business actually needs to grow. This is a working reference for senior marketers…
A multichannel marketing system is a coordinated approach to reaching customers across multiple touchpoints, channels, and devices, with each channel playing a defined role in moving someone from awareness to purchase. Done well, it compounds. Done poorly, it is just expensive noise running in parallel. Most businesses have multichannel activity. Far fewer have a multichannel…
The 2024 advertising and marketing landscape arrived with the usual chorus of predictions, most of which were recycled from the year before with a fresh coat of AI paint. What actually shifted was more nuanced, more commercially consequential, and in some cases the opposite of what the industry expected. If you are trying to plan…
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