Growth is not enough; CMOs must be market shapers
The challenges faced by CMOs are numerous: declining budgets, an ever-expanding scope of responsibility and difficulty proving the value of…
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How to seamlessly integrate GenAI without a disaster
It’s pretty clear now that the LLMs and generative AI we are currently working with aren’t the birth of Skynet,…
Combat marketing tunnel vision for the bigger picture
Finding the appropriate balance between commercial opportunities and marketing investment has been a long-term challenge for brands. Recent research from…
All In Census: Why the industry needs your involvement
Despite talent retention challenges in 2025, opportunities for data-driven progress remain. Initiatives such as the All In campaign, with the…
How to choose the right path for digital experiences
There is little doubt we are at a crossroads for digital experiences. On the one hand, consumers are more expectant…
What love songs can really teach us about brand loyalty
Too often brand loyalty is characterised by what we can see in Google Analytics, or similar. It’s all about value,…
How to fix the fear that’s stifling marketing creativity
Marketing has always been fast, high-pressure, and unforgiving. From the “lunch is for wimps” era to today’s always-on, globalised environment,…
Spooner on…are you with St Augustine or with Satan?
I had set out to write an intelligent column about the difference between writing copy and writing content, but now…
Three strategies to enable CMOs to thrive in 2025
CMOs are facing unprecedented challenges in 2025. Multiple, compounding disruptions make it increasingly difficult for marketing teams to plan and…
Lessons from Q4 to drive year-round marketing activity
When it comes to annual priorities, the months leading up to Christmas often carry a lot of expectation. Driven by…