Why treating LLMs like ‘VIP customers’ helped one brand fuel visibility
Josh StephensonBy overhauling its search strategy to appeal to LLMs, B2B cybersecurity firm Akamai delivered a 133% increase in ChatGPT visibility versus rivals.
By overhauling its search strategy to appeal to LLMs, B2B cybersecurity firm Akamai delivered a 133% increase in ChatGPT visibility versus rivals.
Armed with a £50m budget, a massive PR machine and Mystic Meg, in 1994 Camelot convinced the UK they could turn a £1 lottery ticket into £1m.
Recent earnings calls from the likes of P&G, McDonald’s and Unilever provide insight into how some of the biggest B2C brands plan to deliver growth.
Only one in four marketers consider profit a priority for their team. Are they unwilling – or unable – to quantify their relationship with the bottom line?
As it looks to scale its award-winning Creator Hub, Radisson Hotel Group’s global influencer marketing director says working with real people sharing real experiences has boosted conversion significantly.
Chief digital and marketing officer Asmita Dubey explains why now is a crucial moment for technology and marketing.
With marketers being told 40 is the cut-off age for a role, is it any wonder some are ‘de-ageing’ their CVs to beat the AI gatekeepers and get in front of recruiters?
In the second instalment of When Theory Meets Tuesday, former Aldi marketing director Kyrsten Halley discusses what comes next after your budget is cut.
Female leaders are still suffering from a narrower set of acceptable descriptions. Just look at football.
AI is removing the old comforts of craft‑as‑process, meaning critical thinking, judgement and the ability to ask probing questions is key.
To get the best results marketers need to meet creators in the middle, balancing clear guidance with the implicit trust influencers know what they’re doing.
Looking to protect your customers from themselves? All the warnings in the world won’t have the power of a simple undo button. Just ask Monzo.
With more consumers starting their buying journeys in AI search tools, brands need to be alert to the possibility of losing customers without even realising it.
Most companies are stuck in AI pilots. YuLife went company-wide in six weeks, led by product and engineering. The reason it worked is a marketing one.
Compare the Market’s brand mascot was central to its AI tool, which helped it create fewer, more relevant communications, resulting in a 55% boost to CRM revenue.
Aiming to have the biggest societal impact possible, the Alzheimer’s Society is using its Effie award-winning strategy to drive dementia category growth.
Thanks to its tie-up with ITV’s Love Island, drinks brand Poppi has been able to boost brand awareness by 14%, just four months after launching in the UK. It is now looking to extend its presence through influencer marketing.
Investment in emotional brand-building as well as product is enabling Center Parcs to charge higher prices and drive value for the business, says its CMO Sara Holt.
From showcasing employees and championing grassroots football with the People’s Puskás to making documentaries about blind footballers, Veo Technologies has focused on human stories to cut through.
Four decades after its original ‘Points of View’ campaign, The Guardian’s marketing boss and chief revenue officer discuss the results of the revived work as part of ‘The Whole Picture’, a global brand platform designed to demonstrate its independence and freedom from billionaire ownership.
A year on from launching its brand platform, Motorway has achieved “significant” improvements in awareness and trust, as well as changed views internally to ensure marketing is seen as a “cross-business discipline”.
