Privacy regulation has done something the industry spent years resisting: it has forced marketers to be more deliberate. The era of cheap, frictionless targeting built on third-party data is contracting, and what is replacing it is not chaos. It is a return to marketing fundamentals that were always more durable than the shortcut. The practical…
Siloed marketing happens when teams plan, execute, and measure independently of each other, with brand running one agenda, performance running another, and sales running a third. The result is not just inefficiency. It is a structural drag on commercial performance that compounds over time and rarely shows up cleanly in any single dashboard. Most organisations…
AI is reshaping how brands show up, stay consistent, and build recognition at scale. But the brands getting real commercial value from it are not the ones chasing the technology. They are the ones who knew what their brand stood for before they touched a single AI tool. That distinction matters more than most brand…
Marketing silos exist when teams, data, and decisions operate in isolation from one another, producing fragmented customer experiences and wasted commercial effort. They are not primarily a structural problem. They are a revenue problem, and most organisations treat them as neither. When brand, demand generation, product marketing, and sales each run their own plays with…
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…
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…
Measurement and attribution are the foundation of accountable marketing, but most businesses are building on sand. Attribution models assign credit to touchpoints, measurement frameworks track outcomes, and together they are supposed to tell you what is working. In practice, they tell you a version of what is working, shaped by the model you chose, the…
FTC privacy enforcement in October 2025 has moved well past the warning stage. The Commission has shifted from signalling intent to issuing fines, consent orders, and operational restrictions that directly affect how marketing teams collect data, run campaigns, and report results. If your legal team is the only group paying attention, you are already behind….
Brand safety guidelines are the documented rules that determine where your brand will and will not appear, what content it will and will not be associated with, and who has the authority to make those calls when things move fast. Done well, they protect both your media investment and your brand equity simultaneously. Done poorly,…
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