Controlled experiments and incrementality tests are valuable measurement approaches due to their ability to enhance data-driven decision-making, campaign optimisation and budget allocation. This ...

“We have chosen Cadbury Fingers’ sign language campaign as our first case study of the month as the way they used their brand positioning of bringing people together to deliver powerful messages ...

From fragmenting discovery journeys and waning organic traffic to the impact of generative AI on patient interactions with healthcare professionals (HCPs) and brands, the healthcare and pharma space ...

As LinkedIn grows in popularity, many brands are looking to get the most out of this platform. How are stand-out brands using it to succeed, and what can marketers learn from them? LinkedIn has long ...

From the impact of generative AI on discovery to evolving content formats and the demand for new capabilities, there’s a lot for B2B marketers to keep tabs on as we move into 2026. We spoke to a ...

User reviews are proven sales drivers, and something the majority of customers will want to see before deciding to make a purchase. Here are some compelling stats on user reviews, why they are great ...

The beauty brand partnered with Ogilvy for a research-based campaign which highlighted the negative impact of ‘selfie culture’, increasing brand affinity by 21% and sales by 11%. Unilever’s Dove was ...

And then there’s the basics that every marketer, ecommerce and digital professional should understand. This glossary aims to break down the expanse of ecommerce terminology out there and is a great ...

As retail media continues to grow, we ask some industry figures about the challenges ahead for retailers, brand marketers and execs. Retail media over the last couple of years has generated a lot of ...

Retailers “want to be easy to work with”, says Michaela Weber, interim General Manager, EMEA at BigCommerce; but the catch-22 is that reducing friction on the road to purchase can lead to a higher ...

We spoke to five experts with their finger on the pulse of learning and development to find out what they see ahead in 2025. Marketers are frequently required to master new skillsets and tools to ...

Recently, Kellogg’s UK was hit with a ban from the ASA (Advertising Standards Authority) after making false health claims in its advert for Special K cereal. Since the ruling, it has apologised for ...