Think pieces

Where Creativity Meets Impact: Meta Announces Reels Awards for Southeast Asia

Meta Reel Impact Awards
The Meta Reels Impact Awards 2025 celebrate the most creative and impactful Reels campaigns across Southeast Asia and emerging markets. Open to brands, agencies, and creators, the awards recognise work that drives real business results through standout creativity.

Cassettes, Crimped Hair & High Scores: An 80s Spin on Customer Loyalty

80's retro arcades
At The 40th Annual The Marketing Society Awards night 1980s nostalgia was in the air and the brands that won big were those that created moments that made people feel seen, valued and a part of something bigger.

AI Search Revolution: A Marketer's Action Guide

AI search icons graphic design
AI Overview now appears in 33% of searches and while this presents challenges like reduced direct website traffic, it offers unprecedented opportunities for hyper-personalisation and direct brand recommendations.

The Trust Challenge: The Foundation of Successful B2B Marketing

Kate Mackie The Marketing Society Member
Kate Mackie, Partner Brand, Marketing & Communications at EY explains why trust plays an even more significant role in B2B marketing.

The Fellows Fundamentals: Launching a New Brand

The Fellows Fundamentals header Charles Vallance
As part of the The Fellows Fundamentals series on the building blocks of modern marketing Charles Vallance gives a step by step pathway to launching a new brand.

The Fellows Fundamentals: Global Marketing

The Fellows Fundamentals header with Raoul Pinnell
As part of The Fellows Fundamentals series Raoul Pinnell breaks down global marketing - what works, what doesn't and what best practice looks like.

The Fellows Fundamentals: It takes a whole brand experience to earn customers’ decisions

 The Fellows Fundamentals header with Charlie Dawson and Anna Miley
As part of The Fellows Fundamentals series Charlie Dawson and Anna Miley breaks down the brand experience - what it means and how to achieve it to it's fullest extent.

The Fellows Fundamentals: Market Research

Alex Batchelor
As part of The Fellows Fundamentals series, Alex Batchelor takes an in depth look at market research

The Fellows Fundamentals: The increased power of B2B marketing

Kate Mackie
As part of The Fellows Fundamentals series Kate Mackie looks at the rise in importance of B2B marketing today.

The Trust Challenge: Cloudy, with a chance of credibility

Johnny Winn Member of The Marketing Society
Virgin Media O2's Johnny Winn on why understanding your audience is key to marketing trust.

The Trust Challenge: How marketers can build and measure trust

Richard Bowden Member of The Marketing Society
No7 Beauty Company's Richard Bowden examines the key areas of marketing trust: consistency, authenticity, transparency and growth impact.

The Trust Challenge: Building trust in a cynical landscape

Abigail Dixon Member of The Marketing Society
As marketing leaders building trust is essential but trust only happens when three key elements are in place, authenticity, ability and empathy, as Abigail Dixon explains.

The Trust Challenge: Why Trust and Relevance Go Hand in Hand

Pete Markey Member of The Marketing Society
Former CMO of Boots and ISBA President Pete Markey shares his insights on how brand can earn and keep trust.

The Fellows Fundamentals: Marketing Leadership

Thomas Barta The Fellows Fundamentals
As part of The Fellows Fundamentals series Thomas Barta takes a detailed look at what marketing leadership is and what it isn't.

Agility in Uncertainty: Strategic responses to the evolving trade landscape

Connections & Conversations From Macro to Market - Asia’s Economic Trends
Ines Lam from HSBC explains how global trade uncertainty from US tariffs is forcing businesses to reshape supply chains through reshoring and nearshoring strategies while prioritizing expense control.

How Living Brands are Winning in Today’s Attention Economy

The Rise of Living Brands
In their latest piece of thought leadership, All About Brands explores the idea that the brands succeeding today are not static constructs or surface-level identities, but living, breathing beings – emotionally resonant, culturally attuned, and deeply human.

B2B Buying Behaviour is Changing: How to Engage Your Defensive Buying Groups

Boat on water with blue colour wash on it
B2B buying behaviour is changing, and fast. Today’s buying groups are more cautious, independent, and risk-averse than ever before, making the traditional, bottom-of-funnel marketing tactics less effective. A new article from INFUSE offers practical guidance to help marketers adapt to these shifts.

Navigating the Short Attention Economy: A Marketer’s Guide

Lex Bradshaw-Zanger
In today’s digital era, attention has become the rarest and most valuable commodity. We asked our Members what keeps them up at night and 69% of people in our first pulse survey with Play Verto said “winning attention”. So we asked Lex Bradshaw-Zanger to share his insight into navigating the short attention economy.

How Music Can Make a Brand More Luxurious

Mixing board two woman using it
Sonic branding helps a brand stand out – and nobody stands out like fashion brands! How do they deploy music and what can other luxury brands learn from them? Colleen Fahey of Sixième Son breaks it down

Why Marketing Matters with Accenture Song

Credit: Baz London
To mark 40 years of The Marketing Society Global Awards, Accenture Song captured insights from industry leaders in a powerful four-part video series exploring why marketing matters in today’s disruptive world.

Sky CEO Conversation: A Fireside Chat at Cannes

Dana Strong of Sky and Sophie Devonshire of The Marketing Society
Our CEO Conversations event at Cannes 2025 featured Dana Strong CEO Sky. This piece brings you the key highlights of the event from Dana's fascinating leadership journey to her sage advice for aspiring leaders.