Mobas appointed by Northmores to support its next stage of growth
Mobas is delighted to announce its appointment by Northmores, one of the UK’s leading project management consultancies, to support the business as it embarks on its next phase of growth. Working in partnership with the Northmores team, Mobas will help strengthen the organisation’s market position, ensuring its brand continues to reflect the expertise, ambition and […]
Why the best agency relationships drive business growth, not just marketing activity.
Many organisations invest significant time selecting a marketing agency. They evaluate credentials, creative portfolios, sector experience and technical capability. All of those things matter. But they rarely determine the long-term success of the relationship. The strongest agency partnerships are not built around marketing delivery. They are built around business understanding. There is an important distinction […]
Every conversion tool reports success. Nobody reports the pile-up.
Earlier this week I was buying cupcakes for a client. I already knew where I was going to buy them. I’d used the company before, trusted the product and landed on the website ready to purchase. From a marketing perspective, I was the ideal customer. But before I could even read the homepage, four different […]
AI is reshaping paid search. Are you ready?
AI Overviews have been part of Google Search for some time. What is new is the clearer view marketers now have of their visibility. On 3 June 2026, Google launched dedicated Generative AI performance reports in Search Console. These separate impressions from AI Overviews and AI Mode, showing which pages appeared and how visibility varies […]
The honest case for AI in the agency
Why the best work still starts and ends with people Let’s start with the concern: if a machine can write the copy and analyse the data, what exactly are clients paying an agency for? The honest answer is that AI does not replace the thinking that makes good work good. It reduces the friction between […]
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 […]
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 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.
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 […]