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 […]
The power of human authenticity in a digital world
As we continue to move deeper into a world shaped by screens, feeds, algorithms and AI-generated content, something quietly powerful is emerging. It is our shared yearning for the real, the human and the imperfect. Authenticity is no longer a luxury. It is a differentiator, a bridge and, in many ways, what gives meaning to […]
Beyond Benchmarking: How to use competitor research to truly stand out
I’m currently teaching my sons how to play chess. It’s a game I’ve always admired because of the way it combines observation, strategy, and foresight. At first, my boys simply mirrored my moves, replicating my tactics without developing a strategy of their own. It was enough to keep the game going, but it never gave […]
Beyond the build: why a website brief is the foundation of success
When businesses think about a website redesign, the focus often jumps straight to design inspiration, functionality wish lists, or ambitious launch dates. But successful projects do not start with code or creative. They start with clarity. We have seen first-hand that the difference between a smooth, effective website project and one that runs into issues […]
Mobas strengthens client services and digital expertise
Mobas is pleased to announce the appointment of two exceptional professionals, Emily Hill as Account Manager and Ben Livermore as Digital Marketing Manager, as part of its continued commitment to serving clients with excellence and delivering on its long-term business strategy. These appointments reflect Mobas’ dedication to enhancing both client engagement and digital expertise, enabling […]