Most businesses know they need to keep an eye on the future while safeguarding what already works, yet the actual process of splitting a marketing budget often feels like a guessing game. Some organisations cling too tightly to tried-and-tested methods, rarely leaving breathing space for new ideas. Others gamble on every emerging platform, only to find they have spread themselves too thin. The 70-20-10 approach to budgeting helps you avoid these extremes by providing a clear framework for allocating funds, talent, and strategic focus. Seventy percent goes to channels and tactics that already deliver consistent [...]

The Unseen Tension Ask any seasoned creative director about the ideal workflow for developing campaigns, and they'll probably tell that that from the initial briefing to the final design, every step should remain under the agency’s control. With the client providing sign-off at predictable intervals. But in reality, the most transformative ideas seldom emerge from consensus and comfort. As Seth Godin famously observed, “Safe is risky.” That brief yet pointed phrase highlights the paradox faced by many creative agencies: playing it safe may keep the client and the team aligned, yet it often fails to [...]

It's been a funny old week, and like most Sundays, I'm in my kitchen batch cooking and thinking about the week just gone by. For many in our industry, especially on the client side, marketing can feel like a never ending carousel of new social media platforms, analytics tools, and content formats. Every week, a new must try tactic appears, promising incredible results. Many businesses, especially small and medium sized enterprises, end up in a constant cycle of experimentation, shifting from one idea to the next without giving any single approach enough time to prove [...]

For small and medium-sized enterprise (SME) owners, forging a distinct identity in a crowded marketplace can feel like an impossible challenge. In the UK alone, there are a staggering 5.51 million SMEs, accounting for 99.9% of all private sector businesses. This statistic reveals an intensely competitive landscape, where every firm—no matter how specialised—must vie for attention. In such a saturated environment, traditional marketing approaches often struggle to cut through the noise. Claiming to be “innovative,” “customer-focused,” or “high-quality” has become commonplace, rendering these phrases nearly meaningless. To truly stand out, you must offer something that [...]

Marketing is often pigeonholed as a functional department tasked with driving sales, generating leads, or increasing brand awareness. While these are important, they only scratch the surface of marketing’s potential. A truly visionary marketing strategy positions marketing as the strategic heart of the business, shaping its long-term trajectory and enabling transformation. This is where the future-back approach comes into play. Instead of focusing solely on immediate goals or even planning incrementally for the future, the future-back method requires businesses to envision where they want to be in five years and work backward to map out [...]

Is Fear stifling your marketing? My years advising business owners and founders have revealed a persistent challenge that too often remains unaddressed: the fear of implementing real strategy. Now it's important to understand that these leaders do not lack intelligence or capability—far from it. They care deeply about their ventures and their missions. Yet strategy frequently feels elusive, or worse, a bit 'meh'. I've come to the conclusion that the reason for this is fear. Specifically, fear that arises when facing irreversible choices. True strategy demands commitment. It requires a leader to say 'this path, [...]

Modern marketing is complex and it’s easy to lose sight of what really works. Advertising, often dismissed as an expense, remains one of the most powerful levers for driving growth—when done well. The recently released Profit Ability 2 report sheds light on this, offering marketers a fresh and detailed look at the effectiveness of advertising post-COVID. For anyone in the business of brand-building, the findings are both insightful and actionable. From ROI benchmarks to lessons on media saturation, the report reaffirms a key truth: advertising is not a cost; it’s an investment. And like any [...]

"The traditional sales funnel isn't just changing—it's been completely reimagined for the digital age." The traditional sales funnel is dead. Today's consumers don't follow a neat, predictable path from awareness to purchase. Instead, they navigate a complex web of touchpoints, platforms, and influences that shape their buying decisions in ways marketers (or marketeers: "En garde") couldn't have imagined a decade ago. This fundamental shift has been driven by the proliferation of digital channels, the rise of social commerce, and the increasing sophistication of consumer behavior. Recent research from McKinsey shows that consumers use an [...]

I've read a few posts on LinkedIn in the last couple of weeks about how 'the 4Ps are now no longer relevant' in the modern marketing mix. I even saw the mighty Mark Ritson wade in on one post to put the author back in their place. So I thought I'd start putting some thoughts together on the subject from my own point of view.Marketing moves fast, new theories and tools emerge almost daily. Amidst this rapid change, it's easy to overlook foundational concepts that have stood the test of time. One such cornerstone is [...]

I’ve just gotten off a Google Meet with a client who has "invested in content marketing" in a bid to boost their SEO. I’d like to start this blog post by reiterating the fact that content marketing is not SEO. I know it's an easy trap to fall into. After all, Google dominates the web, and it seems logical to craft content that aligns with what the search giant demands. But this narrow focus not only limits your brand’s potential but also puts your business at significant risk. There’s a much broader landscape out there [...]

As a marketing consultant, my primary goal is to ensure my clients' success. To achieve this, I focus on asking the right questions that can unlock the full potential of their marketing efforts. Understanding the strategic marketing goals, brand identity, and the needs of existing customers is crucial. These questions help me get a granular understanding of my client's business, enabling me to craft bespoke marketing tactics that drive growth and customer engagement. One of the first questions I ask revolves around their long-term vision and short-term objectives. This helps me align my marketing strategies [...]

As a seasoned marketing consultant, I've witnessed the transformative power of analytics dashboards in the realm of marketing. Despite the abundance of data available, many marketing managers struggle to derive meaningful insights from their analytics. This often stems from inconsistent data review practices and a lack of strategic focus. However, the adoption of analytics dashboards can address these challenges by presenting vital metrics in an easily digestible format, enabling better decision-making and improved marketing outcomes. The Power of Analytics Dashboards Simplifying Complex Data One of the primary advantages of analytics dashboards is their ability to [...]

I’ve been in the marketing business for over 25 years. Long enough to have a few spectacular “don’t do this” stories filed away. If there’s one truth that stands out after all this time, it’s that sometimes it’s far more cost-effective (and less stressful) to learn from someone else’s hard-earned experience than to muddle through on your own. That’s where the idea of bringing in a marketing consultant really shines. Hiring one could be a total game-changer for your business. What Exactly Does a Marketing Consultant Do? In simplest terms, a marketing consultant steps back [...]