Think pieces

Spotlight on creative: Four steps to optimising your online content

With more and more marketers scrambling to reach new audiences and develop cookieless solutions, some seem to have forgotten what’s right under their nose.

2023 - It’s time to build some new habits

The New Year is inevitably accompanied by the desire or motivation to cease or initiate certain behaviours. But we all know how quickly good intentions can fall by the wayside.

Want growth? Build a customer-centric operating model

While 85% of the C-suite say transformation is essential, they are less certain about whether they are taking the right steps. EY share Four key actions CMOs can take.

Pre-production is where all your DE&I good work can come quickly unstuck.

Even if you have done everything right up until then, the sudden influx of new people and extended teams can undo all your good work. Here’s how to make sure that doesn't happen.

Let’s just raise another glass of champagne to the future of the planet.

400 private jets took world leaders to COP27. Dark Irony there. Simply not doing that, would have made an immediate difference.

Best of 2022: Technology, Innovation, Sport & Gender Equality

As another year draws to a close, we reflect on 2022 and the topics on the minds of our writers and community.

Qatar is not the new land of football

Amidst all the just criticism of Qatar 2022, it can be easy to forget the power this game has to inspire, unify and create change.

Why Events are the Key to Your Marketing Strategy

Getting maximum value out of every penny of your marketing budget requires a different mindset – finding efficiency, doing more with less, and prioritising harder.

Marketing in the metaverse: four innovative use cases

The metaverse is arguably the buzzword of 2022. It’s been making waves across the advertising industry for its potential to engage customers in totally new ways.

Four steps to measurement and attribution in a post-cookie world

Today we’ll be taking a closer look at four cookieless ways you can track attribution across your marketing funnel.

Building audiences in a cookieless world: five steps to success

Innovative new solutions don’t just provide a method for building audiences in a post-cookie world - they also build consumer trust and open up entirely new marketing possibilities.

Impact is all that matters

10 years ago I made my first conference speech as the President of The Marketing Society. For all the words spoken and written, have we made any progress?

Your golden opportunity to pioneer positive change in digital advertising

The IAB UK Gold Standard is a one-stop-shop certification for companies that buy and sell digital advertising to ensure they’re adhering to industry best practice.

The Evolution of “Purpose”: From Today’s Most Passionate Changemakers

Assembly spoke to Gen Z employees across the business to hear their own definitions of Purpose and the ways they’d like to see businesses evolving to reflect it.

Inclusive advertising needs to start at the pitch

Many agencies are saying they are diverse, or proposing diversity and inclusion in the pitch, then turning their back on that when they actually make the campaign.

Football For The Fans?

How will the football industry approach the cost-of-living crisis in the UK? Harry Eckersley explores how stakeholders can provide genuine support for fans.

Why sustainable marketing is a priority

Climate change and global warming are the unignorable hot topic of our current time. See what Richard Armstrong has to say about ‘Why sustainable marketing is a priority’.

Government gets serious about consumer protection

The rising cost of living and recession is already changing financial habits and pushing consumers to find new ways to manage and make their money go further.

Strong employer brands provide opportunity to compete in the ‘war for talent’

The “War for Talent”, the “Great Resignation” – dramatic rhetoric perhaps, but surprisingly not entirely hyperbolic as 2022 has seen unprecedented demand for talent.

A strong client-agency relationship - it’s all about the ‘good’ brief

How a company briefs its agency - new or old - will greatly impact the work it receives. So, in the world of web design, what does a good agency brief look like?

In-house in-unison. A client and a creative give you a sneak peek into their in-house lives.

To in-house or not to in-house, that is, apparently, the question everyone in the industry is asking. From our perspective, the answer is simple and straightforward.