Campaigns are the visible work. Alignment is the invisible work. Why stakeholder management, diplomacy and organisational alignment define senior marketing roles.

AI is moving fast, but most marketing teams are still finding their footing. Drawing on insights from a recent Marketing Meetup webinar, this post explores where AI genuinely adds value, how to avoid the hype, and what human-centred, effective use of AI really looks like for modern marketing leaders.

Key takeaways on closing the 22-Point confidence gap in communications

How to speak the language of the boardroom and bridge the gap between comms and leadership

What insight can marketers gain from the 2025 Edelman Trust Barometer?

What should marketers learn from the new Global Risks Report?

The average reading age in the UK is 9-11 years old. So why do so many organisations talk to customers like they are experts in their field?

This is Step 4 in the Designing your first marketing campaign series. Read the previous posts on how to identify your marketing objectives , analysing your audience and campaign planning . Please, PLEASE, don't just batter out some marketing and judge whether it's working on whether you mum or your mates in the pub comment about it. Know, before you start , what you will measure in terms of effectiveness and what numbers you want to hit. Good marketing effectiveness metrics

As a marketing and communications professional, you may often be asked for your recommendations on how to approach a campaign, boost performance, or get a message across. This is a great opportunity to support your organisation's objectives and grow your own personal reputation. Done well, these are also good examples for CVs and job interviews. Managing stakeholders and customers in this situation is key, because it's not just that your advice has to be good, it's that you h

Are you not sure where to start with designing an effective marketing strategy? I can help. In a previous post I explained that there are five questions you need to ask when developing a marketing plan. Have a look at the previous post for question 1: what are my marketing goals? If you've successfully answered that question, with SMART goals which you can regularly evaluate performance against, you're ready for question 2. Buckle up because this is another BIG question, and

If you're new to marketing, either because you're just starting out in your career or perhaps because you're now responsible for a new business area, it can seem daunting. Marketing activity can attract high budgets, and the pressure to get it right can be scary. However, establishing a few principles can quickly provide a foundation to build both your knowledge and your plans quite quickly. There are five key questions to ask yourself that will help you map out your marketin

As a self-confessed data nerd I love anything where there is actionable insight from a solid evidence base. So Brandwatch's Retail in Review webinar suited me down to the ground. Lots of charts, lots of data, lots of great insights about social media trends. The data used was all based on real conversations between brands and social media users. In the analysis of social media posts that mention Christmas/holiday period, Brandwatch found: Conversations about Christmas peak on

Welcome to the first of what I hope will be many articles, how to guides and helpful resources. Let's start off with the fundamental question: what even is marketing anyway? There are many corporate definitions of marketing around. Take this one for example from the Chartered Institute of Marketing : "The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” All very technical. Not hugely understandable. To me, marketin