The evolving role of Client Services: What you should expect from your Client Services team in 2026
Working in Client Services has always meant balancing relationships, delivery and problem-solving, but our roles within the Client Services team are evolving faster than ever.
Brand learning – Lesson 1: The learning never ends
One of the most important lessons in brand strategy is that the learning never really stops. Markets shift, audiences evolve, and culture constantly reshapes the way people interpret brands. What resonated five years ago, or even last year, may not carry the same meaning today.
Beyond precedent: Building distinctive brand propositions for modern law firms
In today’s legal sector, expertise is expected. Technical excellence is assumed. Most firms can demonstrate strong credentials, experienced teams and proven results. As a result, differentiation rarely comes from what a firm does. It comes from how it thinks, how it behaves and how it connects with clients. This presents both a challenge and an […]
Mobas launches region-wide brand awareness campaign for East Anglian Air Ambulance
At Mobas, we’re proud to be launching a major new brand awareness campaign for East Anglian Air Ambulance, designed to build understanding, relevance and long-term support across Cambridgeshire and West Suffolk.
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.
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 […]