Latest thinking
What we are seeing across the capabilities and industries we work in — the numbers behind the shift, and what tends to work once a company decides to act on it.
Research Report
Your data is the hard part, not the model
Most of the work behind a working AI programme happens long before anything reaches a model.
Read morePerspective
Why most AI pilots never leave the pilot
A pilot proves a model can work. It does not prove an organisation can run one.
Read moreBlog
Relevance is the only marketing metric that compounds
Reach can be bought in an afternoon. Being worth someone's attention takes longer and lasts longer.
Read moreResearch Report
The CMO now owns the number
Marketing has quietly become a revenue function. Most marketing organisations are not built like one.
Read morePerspective
Is your company ready for agentic commerce?
When software does the shopping, most of what a storefront is designed to do stops mattering.
Read moreBlog
Commerce has outgrown the org chart
Selling everywhere at once breaks a structure built to sell in one place at a time.
Read morePoint of View
Run your transformation the way you run the business
Programmes fail on governance far more often than they fail on technology.
Read moreBlog
Build your tech and balance your debt
Tech debt is not a cleanup task. It is a budget line competing with everything you want to build.
Read moreResearch Report
The era of the brand is over
Shelf space and share of voice used to decide the winner. The consumer decides now.
Read morePerspective
Reinventing the consumer goods value chain
Demand moved faster than the planning cycle built to serve it.
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Everyone wants one platform. Few will pay for it
Audiences are clear about the experience they want and equally clear about what they will spend on it.
Read moreResearch Report
A third of ad budgets go where nothing existed five years ago
Media planning has become a question of measurement more than a question of placement.
Read morePerspective
AI agents are changing how shoppers choose
When an assistant narrows the options, a brand has to win the shortlist before it wins the shopper.
Read moreBlog
Nearly half of retail work is up for redesign
Automation in retail lands on the shop floor first, and that is where the value is.
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