For many small businesses, marketing can often be treated as something that happens when there is time, on a reactive and not pro-active basis. The problem is that marketing rarely works well when it is treated as an afterthought.

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From start-ups, scale-ups and SMEs to established larger firms seeking to pivot their position in changing markets, the real value comes from stepping back and asking core commercial questions that inform the marketing strategy to move a business forward.

while AI offers significant advantages in terms of turnaround, there is a growing risk that over-reliance on generic AI-generated copy can erode one of a brand’s most valuable and intrinsic assets: personality.

Numerous surveys, articles and research papers suggest that a large majority of employees across UK businesses feel disengaged from their employer in terms of understanding business objectives, strategy and direction. Effective colleague engagement is much more than the distribution of information, it is a strategic approach to create and sustain connection, maintain morale, build trust and preserve a collective sense of purpose. Put simply, feeling informed means you feel va

Do your dashboards or reports give you the full, joined up picture in terms of value generated?

In the current landscape of greater automation and AI driving professional efficiency, do businesses run the risk of losing the personal touch and creating greater distance from clients and customers? I don’t necessarily mean personalised emails, messages or targeted campaigns. My question is more about asking “do people still buy people” – specifically, what value, contribution or benefit is still powered by personal interaction and engagement? Does it still influence deci

The role of brand guardianship is more important than ever. With those worried that AI will replace the role of the marketer, it is worth considering that the level of judgment and scrutiny that needs to be applied to AI driven, market facing content is also more acute than ever.

As marketing, commercial and business development teams will know, viable leads can be received from a variety of directions – company or campaign websites, social media, email, paid ads, or customer referrals – and importantly they can arrive at any time. Without alignment between your internal channels and systems, even the most promising opportunities can be missed.

In the context of AI, it is easy to make assumptions and become dismissive of both its power and potential.

The success of many marketing and communications projects is not only having the compass of a clear strategy upon which to build, but the ability to develop briefs that communicate to partners, providers and suppliers the context and parameters in which effective strategic solutions can be designed and delivered. A clear brief is the foundation - a means to capture a collective understanding of objectives, target audiences, brand or product messaging, measures and outcomes.

Tuesday 31st March 2026 marks the official launch date for Latitude - A New Business Providing Fractional Communications and Marketing Support at a Senior & Strategic Level. Latitude has been created to meet a growing need among organisations for more structured, insight-led communications support on a bespoke, project basis that offers flexibility, choice and control, Too often, marketing and communications activity can feel fragmented, reactive, or difficult to measure. La