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 […]
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 […]
Stop budgeting blind: Six shifts to nail your 2026 Marketing plan
As planning and budgeting season for 2026 gets underway, there’s a risk of defaulting to last year’s playbook. But the brands and organisations that thrive next year won’t be the ones repeating what worked before. They’ll be the ones making sharper choices, aligning resources to where they have the greatest impact, and building flexibility into […]
Jaguar versus Volvo: a battle of hearts and minds
Jaguar vs Volvo is a battle of hearts and minds according to our Director of Strategy Shelby Haslam. Read her thoughts on this week’s debate…
Employer branding, EVPs and the power of employee engagement
This week we speak to Sarah Coates, our Brand and Marketing Strategist, who explains why businesses must consider their employer brand when working on their overall brand strategy, and how keeping her client experience has helped in the move to agency life. What are you most excited to be working on right now? Right now, […]
Chat GPT 4o: a retelling of the same cautionary AI tale
If you haven’t already heard, OpenAI has this week released its most recent version of AI ‘supertool’ Chat GPT 4o (careful, it’s not a zero!).
Market sizing: why it’s the new essential in today’s high-risk world
Faced with economic uncertainties, unpredictable consumer behaviour and high business costs there is ever-growing pressure on commercial decision-making. Well-known brands continue to fail – Body Shop and Ted Baker representing the latest in a succession of companies to go into administration in early 2024 – and businesses recognise they have to innovate to survive, but […]
Driving growth through insight – The power of brand tracking research
What is brand tracking and how can it benefit your business? Ruth Gosling, Insight and Analytics Manager at Mobas, takes a look at what’s involved and how to get started. As an analytics-driven business working closely with clients to demonstrate the impact of brand marketing, we’re great believers in brand tracking. Whatever category you’re in, […]