Blogs.

Businesses around the world are navigating a period of intense uncertainty. Global tariffs, rising geopolitical tensions and the looming threat of trade wars are reshaping the supply chain and retail environment. In this climate, confidence is fading fast, and the era of “permacrisis” is beginning to feel all too real.

Luxury marketing in 2026 is being pulled in two directions at once. On one side: heritage, craftsmanship, scarcity, discretion. On the other: TikTok trends, AI-powered personalisation, social commerce, and a generation that spends differently and expects brands to get them.

Luxury has always been about emotion. It’s about how a person feels when they interact with a brand, whether in a boutique, a hotel or an online space. Today, that emotion is increasingly shaped by digital touchpoints. The future of luxury marketing lies in blending personal service with digital craftsmanship to create experiences that feel effortless, exclusive and deeply human.

Education marketing is evolving at lightning speed. With families, students and life-long learners expecting authenticity and transparency, institutions face increasing competition for attention. To stand out, schools, universities, publishers and training providers must embrace fresh strategies.

The education sector has entered a new era where digital content defines visibility and success. Among the most powerful tools available, education video production stands out as a game-changer. From schools and universities, to EdTech providers and training organisations, institutions are discovering that video can captivate audiences, simplify complex ideas and build long-term trust.

This year, UK higher education has seen record student numbers. While this is very positive for the sector, it has done little to ease pressures from capped fees, rising costs, reliance on international and postgraduate income, and the growing competition from apprenticeships and alternative educational pathways.

The marketing playbook most brands use has a dirty secret. Its DNA is not just clever slogans; it is a direct descendant of 20th-century mass persuasion. Its origins lie in propaganda.

I have spent a long career as a poor relation, playing second fiddle to the advertising agency. How many times have I heard the request: “Can you amplify the advertising?” or “Make my ads famous” The implication was always clear – PR was there to play backup. We were the supporting act, brought in to sprinkle a little earned-media fairy dust after the main event had already left the building.

In a complex social media landscape, brands have metrics at their fingertips that can tout success for almost any campaign, and the ability to buy huge reach has led to a bigger focus on efficiency, rather than simply getting work out there. But there’s a key question that can get lost in the efficiency revolution:

Why PR & social media are more critical than ever in the age of AI-driven search

If you’re leading a brand marketing team in 2025, you’re probably familiar with the overwhelming number of tech tools claiming to streamline your operations and boost performance. You’re not alone. In a quick poll, conducted during a recent Business Development webinar, it became clear that even the most experienced marketing teams are facing challenges with selecting the right tools, integrating them effectively and ensuring consistent adoption across departments.

In today’s hyper-connected business environment, public relations (PR) and social media are no longer separate silos within a communications ecosystem. They have become inextricably linked forces, jointly shaping how organisations present themselves, engage with their audiences and weather reputational storms.

Too many brands treat PR, social and influencers as separate channels, but real impact comes when they’re unified around trust, storytelling and conversation. This ‘manifesto’ lays out a playbook for rewiring thinking to land understanding over awareness as the prize and sought out value over unwanted noise.

There are countless businesses at the forefront of sustainability. They pioneer unique and ingenious solutions to solve some of the world’s greatest challenges. Yet, many of us have never heard about their innovative practices. There’s good reason for it.

After spending two years in ‘pending’ status in 2023, Growth Animals finally became a certified B Corp. When the confirmation came through, there was a brief pause for reflection. Was the long wait worth it? Based on the response we received from the B Corp community when I began writing this piece, the answer seems clear: absolutely.

Sustainable marketing is a powerful business strategy shaping the future of brands worldwide. But what exactly is sustainable marketing, and how can businesses authentically embrace it without falling into the trap of greenwashing?

When evaluating the environmental impact of marketing, it’s fairly straightforward to measure the carbon footprint of traditional formats like newspaper ads or printed catalogues. Marketers are familiar with the full lifecycle – from paper production, to printing and delivery – and often strive to minimise waste and recycle materials.

As consumers grow increasingly eco-conscious, it’s essential for businesses to evolve. Embedding genuine sustainability practices into your eCommerce strategy isn’t just a trend – it’s a necessity. Fortunately, there are numerous impactful ways to reduce your environmental footprint while engaging and inspiring your customers.

Achieving your sustainability goals requires engaging all your stakeholder groups, so effective communications are key. Here, Kirstie Macdonald, Head of Insight & Sustainability at Material, offers some advice from the front line as to some of the practical steps you can take to ensure you’re credible, compelling and compliant with what you mean to say…

Choosing the right CRM (Customer Relationship Management) system can feel like an overwhelming task. With so many options, features and pricing structures available, many businesses either delay the decision or default to familiar but limited solutions like spreadsheets.

Brand partnerships are becoming a cornerstone of modern marketing, with 76% of businesses recognising their pivotal role in driving growth*. As economic pressures mount and marketing budgets shrink, brands are increasingly looking for cost-effective and innovative ways to expand their reach.

I’ve just finished building one of my favourite Lego sets ever – the iconic Aston Martin DB5 from the James Bond films, first appearing in Goldfinger. For someone like me, who loves both Lego and Bond, it’s the perfect combo.

Navigating the sponsorship landscape to identify the right partnership is no simple task. Countless articles, blogs and webinars discuss the theory behind sponsorship strategy and selection, yet when theory is put into practice, challenges often arise. Whether a brand is new to sponsorship or has prior experience, there are recurring pitfalls that frequently emerge.

“What do Lewis and Clark, Bonnie and Clyde, and Ben and Jerry have in common? They all formed partnerships – co-operative relationships where they worked as a team to reach a goal, whether it was robbing banks or inventing Cherry Garcia.”

In the fast-paced world of marketing, aggressive sales tactics often take centre stage. Yet beneath the noise of traditional paid sponsorships and celebrity endorsements, a quieter and more meaningful movement is emerging: the rise of genuine brand collaborations that prioritise mutual benefit over mere transactions.

In a world where consumers are constantly bombarded with messages, brand partnerships and collaborations offer something fresh and unexpected. But do these partnerships truly generate enough excitement to justify the investment? Let’s dive into how strategic collaborations, especially those tied to big cultural moments like movie releases, can boost brand awareness and ultimately, sales.

The right brand partnerships can be incredibly compelling and effective, you can create something really powerful when you align your brand with something people care passionately about, adding value to their experience and ultimately driving positive sentiment for your brand and business.

Of all the marketing options open to brands, sponsorship is arguably unique in its ability to reach and directly impact target audiences through something they have a passion for. I’ve worked in the world of brand sponsorship for most of my career, both client-side and sales-side, and have seen the significant impact that can be achieved with the right strategy, internal support and engagement, and budget.

In recent months, discussions around a potential TikTok ban in the UK have gained traction, following similar regulatory scrutiny in the US. While no formal action has been taken yet, growing concerns around data security and platform governance suggest that UK businesses should prepare for the possibility.

Every generation likes to believe it discovered “cool”. Mine found it folded inside the pages of Sounds and Melody Maker, hidden between grainy gig photos and listings for bands playing rooms above pubs. Wednesdays meant charts, reviews and the quiet thrill of knowing about something before everyone else did.

Importantly, this is not a political review; it is a reflection on key points.

The retail industry (and retail marketing, accordingly) is undergoing a transformative period, reshaped by the rapid pace of innovation and the ever-changing demands of modern consumers. Shifting customer expectations, fuelled by the rise of e-commerce and personalised shopping experiences, have redefined how businesses engage with their audiences.

As we move rapidly into 2025 and in light of the recent budget, many businesses will be giving thought as to how they can cut costs, automate more and build efficiencies into their marketing. With this in mind, here are some top cost-cutting strategies on how to save whilst improving your effectiveness:

In today’s fast-paced business environment, workplace mental health has become more important than ever across all industries and sectors. Positive mental health not only improves employee wellbeing but also boosts productivity, creativity and the quality of work.

Influencer marketing has long been a cornerstone of modern digital strategies, with brands often seeking partnerships with macro influencers to leverage their large audiences. However, in recent years, there’s been a notable shift toward working with micro and nano influencers. These individuals may have smaller followings, but they offer an authentic and cost-effective approach that’s hard to overlook.

In today’s crowded social media ecosystem, capturing attention is the ultimate goal. With platform dynamics shifting constantly, leveraging social media effectively has become a significant challenge for brands and businesses. However, when approached with a smart, well-crafted social media strategy, the potential for business impact is immense.

In the vast marketing agency marketplace, finding a marketing agency that aligns with your business needs can seem overwhelming. However, with a strategic approach, you can streamline your search process and find agencies that fit your requirements with confidence.

How to choose the right marketing agency has long been an important and time consuming decision, it is more than just outsourcing, it’s an investment in the future of your business.

For most people, AI in Travel Marketing has become synonymous with ChatGPT and Bard…but that’s only part of the picture. By harnessing its capabilities, travel specialists can anticipate customer preferences, make well-informed decisions, and enhance engagement on a scale once thought unimaginable.

As businesses navigate through digital transformation, changing consumer behaviours and the aftermath of economic challenges, the need for strategic marketing leadership is paramount. However, finding the right full-time Chief Marketing Officer can be a time-consuming process, fraught with the risk of leaving a strategic vacuum at the top of the marketing department. This is where the concept of an interim CMO becomes not just beneficial, but essential.

Artificial Intelligence is dramatically reshaping industries, and its impact on marketing strategies is (and will continue to be) profound.

Diversity and inclusion have become buzzwords in the corporate world. Companies strive to foster environments that embrace differences in gender, race and ethnicity, recognising the value of varied perspectives. However, one form of discrimination, often overlooked but equally damaging, is ageism.

Have you ever embarked on a culinary adventure without a recipe? Chances are, the dish didn’t turn out as expected. The key to a perfect cake, much like the key to a successful project – whether it’s branding, web design or app development – is a meticulously crafted brief.

2024 is well underway, and it looks like it is going to be an exciting year in the world of sports sponsorship with the Euros, the Olympics & Paralympics, and so much more; it promises to be a thrilling time for sports fans everywhere.

Businesses are constantly exploring the best ways to reach their audiences and in 2024 you simply can’t neglect a strategy for marketing to Gen Z.

For brands or agencies falling into unfulfilling routines or repetitive ‘blah blah’ traps of not being heard or cutting through, positive changes don’t always need to live in overly scoped-out project plans, budget recuts or rebuilds.

In the realm of digital marketing, an in-depth understanding of influencer marketing compliance is gaining importance; especially as, facing the surge in traditional advertising expenses and noticing a trend in consumer inclination towards influencer suggestions, an overwhelming majority of brands (about 71%) are forecasting a more prominent role for influencers in their comprehensive digital marketing strategies.

The shifting economic landscape is playing a pivotal role in influencing changes in consumer behaviour, challenging brands to rethink and refine their strategies to stay relevant and competitive. This comprehensive guide delves into the complexities of these changes, providing valuable insights for brands looking to navigate turbulent times.

In the ever-evolving business terrain, sustainable digital marketing is not just about meeting the eco-conscious demands of consumers, but also about aligning business strategies with environment-friendly practices.