How to Capitalise on World Cup Fever When Advertising Space Is At A Premium
When a cultural moment like the World Cup arrives, media prices spike and premium inventory sells out. How brands stay visible without outspending sponsors: occasion-based planning around real audience behaviour – the supermarket trip, the watch party, the commute – with lessons from Walkers, Heinz, Heineken and Powerade.
Media Landscapes in 2026: What Is Changing?
How people discover content, who they trust and the formats they engage with are all shifting – driven by AI, creators and video. What the changing media landscape means for visibility, why insight and clarity cut through, and why media planning must reflect how people actually consume content today.
From Channels to Campaign Ecosystems: Making Multi-Platform Campaigns Work
Multi-platform marketing is simply how marketing works now. The strongest campaigns behave as ecosystems rather than collections of channels: awareness builds reach through OOH, audio and display; engagement reinforces the message on social; and conversion captures intent – each channel with a clear role and a consistent narrative.
Planning for 2026: The Trends Shaping Digital Marketing
Five trends shaping digital marketing in 2026: AI-led platforms with human strategy, short-form video and native formats, integrated multi-platform ecosystems, the shift from SEO to answer engine optimisation, and employees becoming internal influencers – and how to use each for long-term growth rather than short-term wins.
Why consistency isn’t a dirty word in marketing.
‘I want ruthlessly consistent marketers, not creative ones.’ Consistency makes a brand easier to think of, find and buy – from Weetabix reviving its famous end line to Specsavers’ single creative idea and Johnnie Walker’s decades of strategic consistency, ruthless consistency delivers measurably more effective advertising.
A Guide To Advertising In A Recession
History suggests a counterintuitive truth: cutting advertising in a recession can be a costly mistake. From Kantar’s A-B test and McGraw-Hill’s 1980s research to Pizza Hut and Taco Bell overtaking McDonald’s, the evidence says brands that keep advertising through a downturn come out stronger.
Capturing Your Key Audience: Effective Strategies for Travel Advertising
Travel can be a thrilling escape or a stressful juggle, and advertisers need to tap the moments that matter within the journey. Know your audience – planner, seasoned traveller or newbie – focus your message on one clear goal, choose channels contextually, and plan the campaign through the customer’s eyes.
7 Essentials for Public Transport Marketers: Crafting Successful Campaigns
Marketers in public transport face a diverse set of audiences, from daily commuters to infrequent travellers. Seven key considerations for successful campaigns: understanding audience segments, data-driven insights, multi-channel strategy, inclusive communication, hyperlocal expertise, seasonal and event-based campaigns, and sustainability.