Ideas, opinions and things worth sharing
A place for the things we’re thinking about, learning from and talking about. From creativity, digital and AI to brands, campaigns and the changing world of work, we share useful thinking, lessons from our projects and the occasional opinion along the way.
Real stories matter. But is authenticity enough to cut through?
Real stories are at the heart of some of the best charity communications. But when so many campaigns rely on authenticity, what makes one truly stand out? Dan reflects on four years judging the Third Sector Awards.
First principles marketing: don’t let the platform become the strategy
With AI, automation and increasingly clever marketing platforms at our fingertips, it’s easy to jump straight to the solution. Rowan Hughes looks at why good marketing still starts somewhere simpler: understanding the problem, the people and what we’re actually trying to change.
Stop Feeding the Algorithm Crumbs: Why Human-First Content Still Wins in the Age of AI Search
As brands reshape their content for AI search, are we in danger of optimising the human out of it? Dan looks at why useful, well-structured, human-first content still works, even when the machines are reading too.