The Brief

<p>We’ve all felt FOMU (the Fear of Messing Up) – but the emotions that drive B2B purchases are often overlooked and misunderstood. The result? $80billion of B2B deals in legal arbitration and missed opportunities...

<p>An estimated 14,000 tons of sunscreen end up in the world’s oceans every year, and as many as 80% of ordinary sunscreens contain chemicals that contribute to coral bleaching and dying reefs. But what if there was a...

<p>Whether it’s small moments throughout the day, or a big adventure, the need for escape is a fundamental human behaviour which has resulted in a $9.7 trillion economy. One that brands, both in traditional ‘escape’...

<p>As the saying goes, ‘the only constant in life is change’, but research from System1 and the IPA shows that consistency is key when it comes to effective advertising. As we enter a new age of effectiveness, it’s...

<p>In this special year-end episode of The Brief, host Ellis Bird looks back on some of her favourite moments from the podcast in 2024. Reflecting on the most impactful discussions and interviews, Ellis revisits key...

<p>‘Effectiveness’ feels like the word of the moment in the world of marketing, but it’s so much more than a buzzword. It can bring value and reward to clients, agencies, and the people working in them. But it isn’t...

<p>AI is one of the fastest evolving technological advancements, and its impact is being felt across multiple touchpoints, including search. Both frontend and backend, AI is changing the game when it comes to SEO and...

<p>In 2021, washable rug brand Ruggable launched in the UK after steadily growing in the US. With a big focus on filling the social feeds of millennials, the brand is looking to grow its audiences through new channels...

<p>In 2022, the Elections Act introduced a huge change for in-person voting – voters would now be required to present eligible photo ID at polling stations or face being turned away. The Electoral Commission had to find...

<p>Somewhere along the way, travel got more about getting from A to B than recognising the role it plays in our bigger journeys. Determined to put the human touch back into train travel, the team behind Britain’s most...

<p>A few years ago, advertising got pretty serious, and for good reason. But now the industry is rediscovering its funny bone as brands look to create laughter, joy and connection with audiences. There’s even a new...

<p>The UK has faced its fair share of challenges in recent years, and the uncertainty is set to continue. It may feel all doom and gloom, but there’s more in the marketer’s control than you might think. So, how can you...

<p>Did somebody say….</p><p>Yep, we can probably all finish that line (although maybenot in tune). </p><p>What if we said “Kevin!”</p><p>The nation’s favourite carrot likely springs to mind (alongwith the line, “that’s...

<p>The ever-changing tides of B2B have left brands siloed, board rooms nervous, and marketers struggling to balance the short and long term. However, amongst the challenges lay plenty of opportunity for change.</p><p>In...

<p>Love it or hate it, data can drive commercial, creative and customer value when done well, or it can make life a lot more difficult when done badly. What was once a step in the process to deliver communications is...