Think pieces

The Fellows Fundamentals: Assessing Brand Performance

The Fellows Fundamentals: Tim Ambler
As part of The Fellows Fundamentals series the late Tim Ambler discusses the importance of measuring brand performance through non-financial metrics (brand equity) and not simply relying on financial measures like ROI. 

The Fellows Fundamentals: Optimising a Brand Portfolio

The Fellows Fundamentals: Optimising a Brand Portfolio
As part of The Fellows Fundamentals series Ruth Saunders takes us through the steps of optimising a brand portfolio.

Introducing: The Fellows Fundamentals

Chris Macleod introduces The Fellows Fundamentals series
Chair of Fellows England and International, Chris Macleod introduces The Fellows Fundamentals series; what it's all about and how it can help marketers of all levels.

A career MOT by four of the best mechanics in the business

Car showing career MOT and four mechanics
Oliver Lester talks of the golden opportunity, The Global Leadership Mentoring Programme was for him

Setting the pace and mental wellness

Woman in workplace practising mindfulness
Our industry, our lives and the world today are fast. Sped up by technology, a never-reached goal of efficiency and on-demand culture seeping into every expectation we have.

Smarter Marketing: How AI Powers Hyper-Personalisation at Scale

bottle with secret sauce written on it
Accenture Song’s trend research consistently shows that today’s consumers expect every brand interaction to feel uniquely relevant. Brands that do this right don’t just build better experiences, they see measurable gains in customer loyalty, engagement and conversion.

Cannes Lions 2025: Key Insights from The Marketing Society Correspondents

Cannes Lions 2025
The Marketing Society's correspondents at Cannes Lions 2025 returned with a unified message: marketing has found its confidence again.

40 Years of Big Ideas, Bold Brands and Brilliant Behaviour

 MLP Retro Arcade
MLP are proud to be part of this year’s 40th anniversary The Marketing Society Awards – four decades of recognising the boldest and brightest ideas in UK marketing.

Cannes Lions 2025: How Do We Move Fast and Build Brands?

Rotonde Stage session at Cannes Lions 2025
The pace of marketing has never been faster, but does speed mean sacrificing long-term brand building? At the Creative Impact Unpacked session Cannes Lions, industry leaders from across Asia, including Andreas Krasser, The Marketing Society Board Member came together to tackle one of marketing's most pressing questions: how do we move fast and build brands simultaneously?

Cannes 2025: Community, Culture and the Comeback of Commercial Creativity

Vaseline Verified Winning at Cannes Lions 2025
At Cannes Lions this year, Neil Barrie from TwentyFirstCenturyBrands was heartened to see that the Grand Prix juries looked beyond the buzz and didn’t reward the loudest, shiniest work.

Cannes Conversations 2025: ‘The Next Billion’ Leadership Brunch

UK Advertising Round Table guests in Cannes 2025
Details of the honest chat about something that doesn’t get talked about enough: how brands can really understand and connect with the next billion consumers in emerging markets. These consumers—mainly in parts of Asia, Africa, and Latin America—are coming online fast.

Cannes Lions 2025: A brave new world?

The Indie Forum at Cannes Lions 2025
Most advertising and marketing communication is now driven by social media. Not so much social first, as social first, second, third and fourth but a quiet revolution is emerging. The annual Cannes (p)review from Julian Boulding

Cannes Lions 2025: What Top CMOs Really Think About Modern Marketing Leadership

Three CMOs on stage in panel interview with Sophie Devonshire
Two compelling CMO panels at Cannes Lions Festival of Creativity 2025 hosted by our very own CEO Sophie Devonshire at the Rotonde Stage laid bare the very the complex reality of being a top marketing leader today

Cannes Lions 2025: What Happens When Creativity Gets a Bionic Arm

SPCSHP in Cannes 2025

After a week at the Cannes Lions International Festival of Creativity with the SPCSHP & MSQ crew, one thing became

Be Kind, Learn Lots: A Marketer's Manifesto for Enduring Relevance

half heart half brain AI generated image
Partners of The Marketing Society, Accenture song reflect on our Awards theme for this year "why marketing matters"

Marketing Repositioned - Why Marketing Matters

Arrow showing the word capablity
The world has changed - customers expect more, technology is accelerating, and marketing must evolve to keep pace. That means stepping into a new role and supporting this with a new operating model. Katherine Theobald from Accenture Song writes why marketing still matters.

When AI meets culture: Are Gen AI models truly multicultural?

Black and white illustration of a humanoid AI surrounded by colorful cultural symbols including a globe, speech bubble, scale, and abstract shapes.
AI has made significant strides in being multilingual, but can it ever be truly multicultural?

Why Marketing Matters

A mix of images and icons to do with marketing
We asked our Members a simple question: Why does marketing matter to you? And unsurprisingly, their answers were anything but. What emerged was a rich tapestry of insights that reveals modern marketing is a dynamic force that shapes how we connect, communicate and create change in our world.

Leading the Innovation Conversation: how to be a pioneering changemaker

front cover of Leading the innovation conversation report

We are delighted to partner with global advertising technology leader The Trade Desk on an important new report exploring the

SXSW London 2025: The Zeitgeist of the Beautiful Collisions

Deepak Chopra and guests at SXSW London 2025
From AI to psychedelics, brand love to sleep health -the maiden SXSW in London hit like a sugar rush. Member Tanvir Siddiqui gives his review of SXSW London 2025.

AI sludge is great soil for difference

Vintage science fiction illustration showing three humanoid figures walking on what appears to be an alien planet's surface
“There it is again, that funny feeling”, sings Bo Burnham in his Netflix comedy special, Inside, lamenting the sheer oddness of our tech-drenched world. Well, buckle up because we are heading into more funny feelings as AI makes whole brands feel like Arial font rendered in 8K. An article from BBH London