The Role of Creativity in Marketing Why originality still matters in a world obsessed with optimisation Marketing, in its most reductive form, is often treated as a numbers game. Click-through rates, conversion funnels, customer acquisition costs - the dashboards are endless, and the temptation is to believe that if we simply optimise hard enough, success
The History of Paid Advertising From Town Criers to Targeted Ads Marketing has always had one fundamental challenge: how do you reach people who might want what you’re selling? Long before Google Ads dashboards and social media targeting, businesses relied on very simple methods to promote their products. Over time, paid advertising evolved from
How Dog Owners Choose Dog Food Insights from an MBA Study of Consumer Behaviour in the UK Pet Food Market The global pet food market is one of the fastest-growing sectors in consumer goods. In the UK alone, the market has reached billions of pounds annually and continues to grow as pet ownership increases and
When Cigarette Companies Bought Your Dinner How Tobacco Giants Quietly Took Over the Food Industry At first glance, cigarettes and biscuits do not appear to belong in the same corporate portfolio. One is a product widely linked to lung cancer and premature death. The other is something you might dip in a cup of tea
Ultra-Processed Foods and the Marketing War Over “Real Food” What the NOVA Classification Means for the Food and Pet Food Industries In 2009, Brazilian nutrition researcher Carlos Augusto Monteiro and colleagues published a paper that quietly reshaped how food is discussed, regulated, and marketed. The paper - “A New Classification of Foods Based on the
The Microsoft vs. Apple Rivalry The Tech Rivalry That Shaped the Modern Computer Industry Few rivalries in business history are as influential as the battle between Microsoft and Apple. What began as a collaboration between two young technology companies in the 1970s evolved into one of the most defining competitive relationships in modern business.
The Marketability of Zlatan Ibrahimović How one footballer turned personality into a global marketing machine Few footballers in modern history have marketed themselves quite like Zlatan Ibrahimović. Over a career spanning more than two decades, Zlatan did not just score spectacular goals - he built a brand around confidence, swagger, and an almost mythological
Marketing Mother’s Day (Part 2) Why Mother’s Day Marketing Still Works – and How Brands Can Do It Better in 2026 Last year on Marketing Made Clear, I wrote about the fundamentals of Mother’s Day marketing – the trends, the emotional storytelling, and the tactics marketers use to drive sales during one of the biggest
From Maslow to The Sims: How a Psychology Theory Became a Game Mechanic Why a mid-20th century theory of human motivation quietly shaped one of the most successful video games ever made, and influenced popular culture far beyond academia. If you have ever played The Sims, you have unknowingly interacted with one of the most
International Women’s Day: What Marketers Should Really Be Talking About From suffrage to sponsorships - how brands can move beyond hashtags and into meaningful impact International Women’s Day (IWD) is celebrated annually on 8 March. Its roots lie in early 20th-century labour movements and suffrage campaigns. In 1910, activist Clara Zetkin proposed the idea of
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