All Marketing knowledge

TL;DR: Email marketing is the highest-return channel most small businesses still underuse — and the only audience you truly own. The winning formula is simple: build a permission-based list that meets the UK's PECR rules, send a deliberate mix of welcome, value and promotional emails people actually want, earn your place in the inbox, and judge success by clicks and revenue rather than opens. No algorithm can take your list away. Why email still beats almost everything Every

Bupa Global's marketing was, in its own leader's words, 'not strategic' in early 2023. Three years later it has an 84% uplift and an industry award. The method is worth stealing.

After three decades on the touchline, McDonald's is ending its FIFA World Cup sponsorship — a decision that says more about the future of mega-sponsorship than it does about football.

As digital saturates, French advertisers are rediscovering paper. La Poste and Ekimetrics put addressed-mail ROI around 29% above the average of other media. The oldest channel, the freshest idea.

Heineken has borrowed the one idea streaming services perfected — the subscription — and pointed it at a very old problem: getting people back into the pub.

Dentsu Creative's 2026 CMO report finds marketers want AI for speed, not magic: 71% say it improves speed to market, 70% see no cost savings yet, 78% fear a 'sea of sameness.'

Publicis, Omnicom and a resurgent Havas are pulling ahead while WPP resets. Inside the Q3 earnings that redrew the agency power map.

Procter & Gamble is keeping marketing spend flat and chasing category growth over share gains - a strategic signal worth reading for any marketer.

The Perfume Shop's first festive film under its 'Power of Perfume' platform makes grief, memory and a dwindling bottle the centre of its Christmas story.

Pinterest has made its display and video inventory buyable through outside DSPs for the first time - a growth play with one big catch for European advertisers.

Streaming took 48.7% of US national TV ad spend in Q3 2026, inches from overtaking linear - but it is still buying far fewer eyeballs per dollar.

Walmart has turned its entire holiday season into one Muppet-fuelled retelling of A Christmas Carol, with Walton Goggins as Scrooge - and a clear strategy underneath the spectacle.

TL;DR: Loyalty programmes still work — but only when they create genuine attachment or useful data, not when they simply hand discounts to customers who would have bought anyway. In a world where everyone has a points scheme, differentiation and real value are what separate the schemes that pay off. The paradox of the points card Loyalty programmes are now so universal they've become table stakes rather than a differentiator. When every competitor offers points, a programme s

TL;DR: Typography carries tone, builds recognition and shapes legibility on every word a brand publishes — yet most businesses treat it as an afterthought behind logo and colour. A distinctive, well-chosen typeface is one of the most-used and most-underrated brand assets you own. Type speaks before words do Before anyone reads what you've written, your typeface has already set a tone — formal or friendly, modern or classic, premium or value. That impression colours how the me

TL;DR: A rebrand can reposition a business for its next chapter — or throw away hard-won recognition for the sake of a fresh logo. The test is whether the problem you're solving is strategic (what the brand means) or merely cosmetic (how it looks). Good reasons to rebrand Some rebrands are genuinely necessary. The business has fundamentally changed what it does; a merger needs a unified identity; the brand carries real reputational baggage; or the current identity actively ho

TL;DR: A brand or product name is the most repeated and hardest-to-change asset you'll create, so the goal isn't a clever name — it's a distinctive, memorable, legally ownable one that still fits when your business grows beyond today's product. The types of names Names broadly fall into a few camps. Descriptive names say what you do (easy to understand, hard to own and easy to copy). Suggestive names hint at a benefit or feeling. Abstract or invented names mean nothing at fir

TL;DR: Price is a message as much as a number: how you present it changes what people buy. Behavioural techniques like anchoring, charm pricing and good-better-best tiers can lift sales without changing the product — and pricing is often a business's single biggest untapped lever. Price is perception People rarely judge a price in isolation; they judge it against a reference point. That's why the same product can feel expensive or cheap depending entirely on what it's shown n

TL;DR: Winning a new customer is widely estimated to cost several times more than keeping an existing one, yet most marketing budgets pour into acquisition and neglect retention — rebalancing even slightly toward loyalty is often the cheapest growth a business can buy. The uncomfortable economics A long-standing rule of thumb holds that acquiring a new customer costs roughly five times as much as retaining one. The exact multiple varies by business, but the direction never do

TL;DR: Colour psychology is real but widely oversold: colour strongly affects how a brand is perceived, but the effect depends on context and expectation, not fixed meanings — what matters most is whether a colour fits the brand and stands apart from rivals. The myth of fixed meanings The internet is full of charts claiming red means excitement and green means calm. The research is far messier. A colour's effect depends on culture, context and what the audience already expect

TL;DR: Nostalgia marketing works because fond memories trigger positive emotion and a sense of comfort, lowering buyers' guard — but it only lands when the memory is genuinely shared by your audience and the brand earns the right to borrow it. The psychology of looking back Nostalgia is a potent emotional state: it makes people feel warmer, more connected and more optimistic. For marketers, that matters because emotion, not information, drives most brand choice — and few emot