Coca-Cola’s AI-generated advertising has become one of the most discussed experiments in modern marketing, and not entirely for the right reasons. The brand used generative AI to recreate its iconic 1995 “Holidays Are Coming” Christmas ad, and the reaction was swift, polarised, and genuinely instructive for anyone thinking seriously about where this technology fits in…
Marketing silos exist when teams, data, and decisions operate in isolation from each other, producing fragmented customer experiences and wasted budget. They are not primarily a structural problem. They are a commercial problem, and they cost more than most marketing leaders are willing to admit. The fix is not a new org chart or a…
Agencies combining linear and digital video strategy are treating television and streaming not as competing channels but as complementary parts of a single audience plan. The approach is straightforward: broadcast builds reach and brand weight at scale, while digital layers in precision, frequency control, and measurable response. Used together, they cover ground that neither can…
Liquid Death marketing campaigns work because the brand made a single, irreversible decision early on: it would rather be ignored by most people than be forgettable to everyone. That choice, more than any individual campaign, explains why a company selling canned water in a crowded beverage market has built a brand with genuine cultural weight….
Marketing predictions are everywhere at the start of every year, and most of them age badly. Not because the people making them lack intelligence, but because they’re optimising for attention rather than accuracy. The ones worth paying attention to are grounded in structural shifts, not surface-level trend-spotting. What follows isn’t a list of things that…
Marketing industry publications are where the profession talks to itself. Some of that conversation is genuinely useful. A lot of it is not. Knowing which sources sharpen your thinking and which ones quietly dull it is one of the more underrated skills a senior marketer can develop. The landscape spans trade press, research houses, academic…
The most instructive marketing campaigns of 2025 were not the ones with the biggest budgets or the most press coverage. They were the ones where a brand correctly identified a real business problem, chose the right mechanism to solve it, and executed with enough discipline to see results. That combination is rarer than the industry…
Domino’s new strategy, branded as “Hungry for MORE,” is a deliberate pivot away from discount-led growth toward brand investment, product quality, and recapturing lapsed customers. After years of leaning hard on value promotions and loyalty mechanics, the company is betting that the path back to sustainable growth runs through brand equity, not coupon codes. It…
Geico’s marketing strategy is one of the most studied in American business, and for good reason. The company went from a niche government employee insurer to the second-largest auto insurer in the United States, largely on the back of a marketing model that most competitors couldn’t replicate even when they could see exactly what Geico…
Multi-channel social campaigns are harder to run well than most briefs acknowledge. The platforms are different, the audiences behave differently on each one, and the operational overhead of keeping everything coherent, on-brand, and measurable is significant. Most teams underestimate this until they are already in it. The challenges are not just technical. They are strategic,…
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