Cambridge and beyond
Cambridge has always been a city defined by ideas. For centuries, it has been a global centre of academic excellence, producing world leading research, breakthrough discoveries and generations of influential thinkers. In recent years, the city has evolved even further. Today, Cambridge stands at the forefront of innovation, entrepreneurship and economic growth. It is a […]
Mobas | 2025 Review
23 years in, still evolving
Stop predicting 2026. Start paying attention.
Every year, without fail, the marketing world does the same thing. Someone publishes the big predictions for next year. Then someone else publishes why those predictions are wrong. LinkedIn fills up with hot takes, podcasts pile in, and suddenly everyone is talking with absolute certainty about what marketing will look like in 2026. SEO is […]
Strategic Insights for 2026: Trends and Navigating Uncertainty
2025 Review: A defining year for insight 2025 has marked a significant shift in what businesses demanded from research and insight. With market conditions characterised by rapid change, clients increasingly turned to Mobas to help them understand audiences, validate decisions, and build resilient brand strategies. Insight transitioned from supportive background work to a central, indispensable […]
Reading between the stripes: Adidas’ silent world cup makeover
Adidas, the World Cup, and a subtle but significant shift As we approach World Cup year in 2026, the branding, ball and other assets have now been released so we are starting to get a feel for how it will look. But, it’s not just the visuals of the branding and sponsors which shape how […]
Driving LGBTIQ+ Cancer Equity through Co-Production
On Friday 8 November, I had the privilege of speaking at the LGBTIQ+ Cancer Conference 2025, hosted by OUTpatients at Woburn House Conference Centre in London.
Small act, big impact
NHS and OUTpatients: Reaching the right people in the right way. Working on the Small Act, Big Impact campaign for the NHS and OUTpatients has been a true highlight for me, not only because of its purpose, but because of the learning that came from tackling a live, evolving challenge in digital marketing. The six-week […]
How in-house and agency teams are experimenting with AI
What’s working, what’s hype, and how to blend AI with human expertise… Artificial Intelligence is the buzzword of 2025. Every day, new tools, platforms, and promises land in our inboxes. But the real question for marketers isn’t whether AI is exciting — it’s whether we’re using it smartly, or just chasing hype.
Mobas unveils new look and future-focused proposition
Mobas has a new look and a refreshed proposition. As a brand and strategic marketing agency, we’re now even more focused on helping ambitious businesses unlock growth through clarity, creativity, and commercial impact. This isn’t just a visual update, it’s a true reflection of who we are, the values we stand by, and the results […]
How Assumption Mapping can de-risk your marketing
The best thing about my role at Mobas is that I get to meet with dozens of marketing managers and business owners every year. Each one of them leads in their role from their head, their heart, and often their gut. Instinct is a powerful business characteristic. It allows leaders to make quick decisions, back […]