jam partnership

It began in a classroom. We were discussing how artificial intelligence was transforming marketing – and I asked, “If AI can think faster, what can humans do better?” After a moment’s pause, a student replied, “We can ask better questions?” That tentative insight stayed with me. Because in an age of infinite automation, the question […]

How proposition-less content became the mental pollution of the AI Age There was a time when content had to mean something. When brands and writers had propositions, promises, and points of view. Now, as AI and attention economics collide, our feeds are being filled with something far more insidious: low-grade, proposition-less content – material that’s […]

How marketers are selling the age of digital faith Neil Gaiman once imagined a world where the old gods were dying – their temples silent, their names fading from memory – while new deities of Media, Money and Technology rose in their place. They were fed not by prayer, but by attention. That world has […]

Outthink the competition you can’t outspend In marketing today, speed has become the ultimate virtue. Teams are told to move fast, post more, automate everything. Campaign cycles have compressed from quarters to days, and creative ideas are often judged by how quickly they can be executed rather than how deeply they’ve been thought through. Everyone […]

In a world of 24/7 content and algorithmic acceleration, the humble creative brief is evolving. No longer a static instruction sheet, it’s becoming a living system of purpose, data, and dialogue – one that connects human imagination with artificial intelligence. The future of creativity lies not in faster outputs, but in deeper whys.

In UK boardrooms, the Chief Marketing Officer still too often sits on the sidelines. According to recent surveys, fewer than 10% of FTSE 350 CMOs hold full voting rights at board level. Many attend meetings to “update the team” on campaigns and customer metrics – but not to shape the decisions that drive the company’s […]

Not long ago, I was working with a group of lecturers in a case study training session. The debate in the room wasn’t about the case itself – it was about the tools. Several faculty members were adamant: no technology in the room. Their concern was that devices, apps, and AI assistants would distract from […]

Dark patterns are old tricks. What’s new is AI’s ability to weaponise them at scale. Why it matters The result? Manipulation at industrial scale. Regulation fights back The brighter alternative: Bright Patterns The opportunity for brands is clear: replace manipulation with clarity, consent, and confidence. In a future where AI can exploit every cognitive bias, […]

Is marketing becoming less strategic? Marketing strategy was once the linchpin of business growth. Today, it’s being pushed to the margins. Across the industry, there’s a growing consensus: marketing is losing its strategic heart – traded in for dashboards, data loops, and tactical churn. But why is this happening? And what does it mean for […]

From gut to guidance: Why marketing needs a culture of intelligence, not more data The tools are smarter, the feeds are faster, and analytics are more abundant than ever. Yet, in the relentless pursuit of more data, we’ve overlooked something fundamental: the ability to turn signal into strategy. Despite all the dashboards, decision-making remains paralysed. […]

A Vision for the Post-Device Era I often find myself imagining what marketing could become – not just in five years, but in fifty. Not simply another iteration of martech or the next wearable, but a deeper evolution: a world in which marketing is no longer a discrete function, but an ambient layer of consciousness […]

Bots Faking Consumer Engagement in Digital Advertising The digital advertising ecosystem is increasingly compromised by bot-driven fraud, wherein automated programs mimic human behaviours to falsely inflate metrics such as impressions, clicks, and conversions. This phenomenon not only distorts campaign performance but also siphons billions in advertising budgets (Juniper Research, 2023). This paper collates empirical case […]

A Critical Examination of Digital Authenticity, Ad Fraud, and Brand Strategy The internet was once imagined as a space of democratised connection – a boundless frontier of human expression, creativity, and discovery. But in recent years, a fringe theory known as the Dead Internet Theory has gained traction, arguing that much of the web today is no […]

Rethinking Value in a World That Ignores Too Many There’s something unsettling about the word “underserved.” It sounds oddly polite—a harmless label for something that is anything but. Because let’s be honest: this is about exclusion. Systemic, structural, often deliberate. People left out, overlooked, or simply not considered. And as marketers, that should make us pause. We […]

At its core, marketing is about demand – what people want, need, and are willing to spend their money on. Yet, as we stand on the precipice of deepening economic inequality, demand itself is under threat. According to the Joseph Rowntree Foundation, as of 2025, more than 1 in 5 people (21%) in the UK […]

Equality Economy: A Marketer’s Vision for a Fairer, Thriving UK As a marketer, strategist, and educator, I’ve spent my career analysing how economies shape consumer behaviour, industry trends, and brand strategy. Marketing doesn’t exist in a vacuum – it thrives, or struggles based on the economic systems that govern wealth distribution, purchasing power, and social mobility. And right […]

The Evolution of Marketing: A Customer-Centric, Sustainability-Driven Discipline The statement above is in a slide from a recent presentation to a group of profesional planners, it encapsulates the journey of marketing from its traditional roots to its contemporary, digital-first incarnation. There are versions where you can just trim it to specific channels but that is […]

Comet Omnicom-IPG Strikes: marketers face uncertain future The recent merger between Omnicom and Interpublic Group (IPG) represents a seismic shift in the advertising industry, one that will be an extinction level event for many marketers and is sadly indicative of things to come. While it claims to reflect the industry’s adaptation to technological advancements and […]