Agency holding companies are parent corporations that own multiple marketing, advertising, and communications agencies under a single corporate structure. The largest, including WPP, Publicis Groupe, Omnicom, and Interpublic, collectively manage hundreds of agency brands and tens of thousands of employees across dozens of markets. For clients, they offer consolidated buying power and cross-discipline capability. For…
FTC influencer marketing enforcement has moved well past warning letters and educational guidance. The Commission is pursuing brands and creators with civil penalties, mandatory compliance programs, and public settlements that name names. If your influencer program is still treating disclosure as a creative afterthought, the regulatory environment has changed significantly around you. The rules themselves…
Local marketing for national brands is the discipline of adapting a nationally consistent brand to resonate in specific regional, city, or community contexts without fracturing the brand’s core identity. Done well, it closes the gap between national awareness and local relevance, which is where most large brand growth actually stalls. The tension is real and…
Scaling a partner marketing program is one of the harder operational problems in marketing. You are managing multiple relationships, multiple content streams, multiple approval cycles, and multiple performance reporting requirements, often with a team that was sized for a program a fraction of the current complexity. AI is genuinely useful here, not because it replaces…
Partner marketing is a commercial arrangement where two or more companies collaborate to reach audiences, share costs, or create value that neither could generate alone. The best examples go well beyond logo swaps and co-branded PDFs: they open genuinely new distribution, accelerate trust with unfamiliar audiences, and create growth that a brand’s own channels simply…
The most innovative marketing in 2025 is not the loudest. It is the most precise. The brands getting results this year have figured out how to combine sharper positioning, smarter creative decisions, and a more honest read of what their customers actually want, without chasing every new platform or format that gets written up in…
Retail media strategy is the discipline of using a retailer’s owned media inventory, including on-site search, sponsored listings, display placements, and off-site audience extensions, to drive measurable commercial outcomes at or near the point of purchase. Done well, it closes the gap between brand investment and revenue. Done poorly, it becomes an expensive version of…
Native brand ownership refers to which function, team, or individual inside an organisation holds genuine strategic authority over the brand, not just custodianship of the logo or sign-off on the style guide. In most companies, that question has no clean answer. Brand lives in a gap between marketing, product, HR, and the CEO’s office, and…
Marketing agency M&A activity has been running at an elevated pace for several years now, and the deal flow tells you something useful about where the industry is heading. Private equity consolidators are buying up independent shops, holding companies are divesting non-core assets, and founder-led agencies are taking chips off the table at a rate…
Affiliate marketing and strategic partnership are the same channel wearing different clothes. One is managed by a performance team optimising for last-click conversions. The other sits in a boardroom deck about long-term growth. In practice, the mechanics overlap considerably, and the businesses that treat them as separate disciplines tend to underperform in both. When affiliate…
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