‘Do more with less’ is a passing symptom of techno-limbo
Grace KiteEconomies are transitioning from the plateau of online growth to adoption of AI, renewables and biotech. With confidence in new tech, investment will grow.
The authenticity double standard is negatively impacting female leaders
Helen JamesWe tell brands that humanity drives commercial success, so why do we still advise women leaders to suppress theirs?
Brands need high ambitions for advertising’s next golden age
Helen EdwardsAs ad-funded streaming brings back mass-market TV spots, marketers and agencies can delight audiences again – with technology offering new possibilities.
Is being ‘high-performing’ too much to ask of marketing teams?
Abigail DixonTo get the most of marketing teams in today’s challenging environment, give them psychological safety rather than greater pressure to perform.
Stop saying ‘brand marketing’, it’s one half of a false dichotomy
Thomas BartaPerformance marketing has an evil twin: brand marketing – another term that promises clarity, but mostly delivers the opposite.
Reality Check: There’s more to mental availability than category entry points
Ian MurrayThe impact of How Brands Grow is undeniable but while category entry points are an important tool, the social and fitness signals that surround your brand matter just as much.
Brands can connect their distinctive brand assets with meaning
Dan WhiteWhile distinctiveness must be a priority for brand codes, these codes can also carry meaning to bring brands to mind in particular situations.
Brands need high ambitions for advertising’s next golden age
Helen EdwardsAs ad-funded streaming brings back mass-market TV spots, marketers and agencies can delight audiences again – with technology offering new possibilities.
Helen Edwards’ Elfmas Marketing Award winners for 2025
Helen EdwardsOur columnist picks her highlights and lowlights of the year, from Wizz Air’s innovative ‘All you can fly’ pricing to the needless complexity of brand models.
In the gloom of this post-budget reckoning, marketers have an opportunity to lead with optimism
Helen EdwardsBy focusing on price, data and idea generation, marketers have the chance to find unexpected pockets of growth and bring much-needed energy to businesses.
B2B companies finally understand the importance of brand
Peter WeinbergThe moment is approaching when B2B brands realise they need to invest more in brand than performance. Just look at these examples for inspiration.
AI has the power to change B2B market research forever
Peter WeinbergMany are talking of the ways AI will rip up the rulebook on creativity, but for B2B the biggest disruption AI will cause is to diagnosis.
The 99:1 rule: How to invest in a recession
Peter WeinbergFor B2B firms, investing in brand marketing is the best bet in good times, and it’s an even better bet in bad times when the pool of current buyers shrinks from 5% to 1%.
Bonds can be like Bud, a local brand for a global market
Mark RitsonUnderwear brand Bonds’ ubiquity in Australia will only serve to make it more coveted elsewhere, just like Budweiser and Mini when they launched abroad.
Three things make Coca-Cola better at marketing than anyone
Mark RitsonCoca-Cola constantly churns out great financial results, but there’s no secret to its success other than consistent marketing excellence on every level.
For Elon Musk’s Tesla, there is such a thing as bad publicity
Mark RitsonTesla’s woes are a rare example of bad press that does harm the brand, because its CEO’s public profile is so opposed to its environmentalist image.
‘Do more with less’ is a passing symptom of techno-limbo
Grace KiteEconomies are transitioning from the plateau of online growth to adoption of AI, renewables and biotech. With confidence in new tech, investment will grow.
What marketers can do in a time of tariffs
Grace KiteGiven the erratic nature of Trump’s tariffs, marketers need to be prepared and have a scenario and a strategy for each future possibility.
How to fly out of the Bermuda triangle of marketing measurement
Grace KiteEconometrics, experimentation and attribution have been described as the ‘golden trinity’ of measuring effectiveness but there is a far better framework that brands should consider.
The authenticity double standard is negatively impacting female leaders
Helen JamesWe tell brands that humanity drives commercial success, so why do we still advise women leaders to suppress theirs?
The Adolescence effect: Why brands can’t ignore how they portray men
Helen JamesBy failing to show progressive portrayals of young men that resonate, brands risk alienating an entire audience and leaving money on the table.
AI could accelerate the gender revolution in marketing – if we get it right
Helen JamesWhile there is a risk that AI could reinforce gender stereotypes, if used correctly, it could help to identify systematic patterns and flag unconscious gender bias before campaigns launch.
Why It Works: How McDonald’s applies behavioural science to sell fries
Richard ShottonA visit to McDonald’s reveals multiple psychological drivers that encourage us to part with our cash.
Choose your metaphors with care – they are more powerful than you think
Richard ShottonThink carefully about the words you use in advertising copy as they could have an impact on the customer that you didn’t expect.
Generative AI might not be the efficiency booster you hope it will be
Richard ShottonWhile it may seem that working in partnership with AI would lead people to be even more efficient – behavioural science tells us that may not be the case.
