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A campaign can have a strong proposition, compelling creative and a robust channel plan, yet still fail to deliver. Why? Because somewhere along the way, the strategic thread gets dropped. Charlie McKenber explains why true integration requires active stewardship throughout a campaign's lifecycle, and how keeping everyone connected to the core strategy leads to stronger, more effective outcomes.
AI can gather information faster than ever before. But strategy has never been about collecting data — it's about making decisions. Our Senior Campaign Strategist, Charlie McKenber, explores where AI genuinely adds value, where it falls short, and why human judgement remains the difference between information and impact.
In today's rapidly evolving digital landscape, AI is no longer a futuristic concept - it's a present-day reality transforming how B2B tech brands approach paid media. The question isn't if you should leverage AI, but how to do so strategically and effectively to maximise performance.
Generative AI feels magical, but the real power lies in knowing when to wield it, and when to put it down. Our Head of Motion, Karl Mawdsley, is exploring where using AI in motion can add value, and where it is just plain horrible.
In B2B, trust is paramount due to high-stakes and long-term decisions. Organic social media builds credibility and authority over time through consistent, insightful content. So as AI changes content creation, a key question arises: is it helping or hurting the trust we've worked so hard to build? Fran Watson, our Organic Social Media Expert, explains why in B2B, trust is everything.
B2B marketers must evolve to meet the needs of an AI-integrated workforce, and that involves gaining a better understanding of the usage of AI platforms and the requirements for our brands to succeed in this landscape. In this article, our SEO Senior Digital Expert, Gracia Novoa, dives into what’s happening in the digital sphere.
If you’ve been to a marketing conference recently, you will know that hyperbole around AI shows no sign of waning. Never have the words game-changer or paradigm shift been used so often. While a lot of AI-talk is still speculative, one place we are already seeing real world impact is when it comes to zero-click search.
The search landscape has dramatically shifted in the last 12 months, but what’s the true impact, and what do B2B marketers really need to know? Here’s what we’ve witnessed and how we’re addressing it.