Our thinking

Which are the best content marketing formats to engage your audience?

Posted by: Emily Taylor Gregory

From CEOs and CFOs to CTOs and CHROs, the way in which audiences choose to consume content varies greatly and will largely depend on the individual. While more traditional C-…

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Doom, gloom and behavioural economics: How to seize the CFO’s imagination

Posted by: Piers Tomlinson

Accountants have come out of the back office and shut the door behind them. In most businesses, the CFO is…

Tune into the audio boom

Posted by: Meg Wright

From million-dollar deals to Pulitzer-winning podcasts, 2020 is boom time for premium audio content. So, what is changing?…

The techlash is over. Time for marketing to spread the word

Posted by: Hannah Stubbings

We’ve come a long way since the year of the 'techlash'. In 2018, big tech was accused of manipulating…

It’s not just business: Purpose and the pandemic

Posted by: Sean Kearns

What’s the point of a business? Ask this question to any friend, and ‘profit’ will not be far from…

For our ears only: Why thought leadership needs to be heard

Posted by: Sean Kearns

We turn to news at times of crisis. The spike in traffic to FT.com shows we want credible sources…

“Not just marketing” – Áine Bryn of Mercer tells us why thought leadership must become part of a business’s DNA

Posted by: Louise Reip

If your clients repeat what you just shared with them and they use your data to support their own debates…

Crisis marketing: Five traits that will change the way brands communicate through a global emergency

Posted by: Rob Mitchell

There’s an old adage in marketing that you should always invest through a downturn. Over the years, research has…

Why distinctiveness is key for brands navigating “Corona” content overload

Posted by: Rob Mitchell

Now more than ever, it’s imperative for B2B brands to be visible. Battening down the hatches and disappearing from…

How to write a compelling B2B marketing white paper

Posted by: Emily Taylor Gregory

If you’re looking to become a thought leader in your industry, it’s more than likely that you’ll…

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