Emerging market research is the practice of identifying and interpreting signals about markets, audiences, and behaviours before they become obvious to everyone. Done well, it gives strategists a window of advantage before competitors catch up and before the insight gets priced into media costs, product roadmaps, and agency briefs. The challenge is that most organisations…
Omnicom Group is one of the largest advertising holding companies in the world, housing a network of agencies that spans creative, media, PR, healthcare, and precision marketing. If you are a senior marketer evaluating agency partners, understanding how Omnicom is structured, which agencies sit inside it, and how the group model actually works in practice…
Voice of the customer objectives define what you are trying to learn from customers, why it matters commercially, and how the findings will change what you do. Without clear objectives, VoC programmes produce interesting reading and almost no action. Most VoC work fails not because the research is poor, but because the objectives were set…
Publicis Groupe is one of four global advertising holding companies that collectively control the majority of the world’s major marketing budgets. Headquartered in Paris, it operates a network of agencies spanning creative, media, data, and technology services, structured around a model it calls the “Power of One.” Understanding how Publicis is organised, what it owns,…
Agency pitching is the process of presenting your agency’s capabilities, thinking, and proposed approach to a prospective client in a competitive selection process. Done well, it is one of the most effective ways to win significant new business. Done poorly, it is an expensive, demoralising exercise that burns your best people and produces nothing. Most…
A fractional CMO is a senior marketing leader who works with a business on a part-time or contract basis, typically two to four days a week, providing strategic direction without the cost or commitment of a full-time hire. The model has grown significantly as businesses look for experienced marketing leadership during periods of growth, transition,…
Omnichannel marketing trends in 2025 point in one direction: customers expect consistent, connected experiences across every channel they use, and the brands closing the gap between expectation and reality are the ones growing. That sounds obvious. Executing it is not. Most businesses are running multichannel marketing, not omnichannel. They have a presence in multiple places….
B2B sales digital transformation is the process of replacing or augmenting traditional sales motions with digital tools, data, and channels to improve pipeline quality, shorten sales cycles, and scale revenue without proportionally scaling headcount. Done well, it changes how buyers find you, how sellers engage them, and how leadership makes decisions. Done badly, it is…
Pharma partnerships are commercial agreements between pharmaceutical companies and external organisations, including health systems, patient advocacy groups, digital health platforms, retailers, and non-endemic brands, designed to extend reach, build credibility, or accelerate patient engagement. Done well, they create genuine value on both sides. Done poorly, they become expensive exercises in brand association with nothing measurable…
A brand funnel maps the progression of consumers from first awareness of a brand through to loyal advocacy, giving marketers a structured way to diagnose where growth is being lost. It is one of the oldest frameworks in marketing, and one of the most consistently misread. Most brands use the funnel to celebrate what is…
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