Cover

Insights

Hide your purpose under a bushel

Brand purpose is one of the most hotly contested topics in marketing, but how can it actually be effective?

Stories

Advertising: reimagined. Why the language we use is a sign of bigger issues.

Modern marketing speak is so predictable, and examples of copycat culture in our industry are endless, says Amy Kean

Insights

How will the business world change in 2022?

Changing attitudes and disrupted markets, rising prices and digital yuan, space stations and meta brands... author Peter Fisk looks at key moments for the year ahead

Experiences

Real love

CEO at Truant London, Chris Jefford, on how understanding fan culture in music can stop brands getting it wrong

Insights

Cultural shifts to watch in 2022

From enjoyment and representation to regeneration, dismantling the system and the metaverse, Canopy Insight's Victoria Gerstman gives us five cultural trends for the year ahead

Stories

Where next for brand positioning?

Brand positioning has evolved from a mark of ownership to an expression of purpose, but in an era of disruption more changes are on the cards, says Director at The Value Engineers, Giles Lury

Stories

Intercultural branding: evolving heritage brands for the new world

RED UNIT's Thorranze Cheung looks at heritage brands for the new world and why it's important to preserve them, with examples from Polaroid, Burger King and IRN-BRU

Stories

MediaCat Magazine’s marketing moments of 2021

From breastfeeding and financial gender stereotypes, to child poverty, homophobic hate crime and beauty standards... here are some marketing moments that caught our eye this year

Insights

The changing consumer?

Author Richard Shotton has one wish for marketing in 2022, it's that we focus on what doesn't change.

Insights

Music matters: Chuck D’s inspiration for driving attention

Truant London's CEO and Co-Founder, Chris Jefford, looks at what advertising can learn from music when it comes to driving attention

Transformation

Is your brand ready for the metaverse?

From creating a consistent brand identity to prioritising technology, dentsu international's Thomas Le Thierry sums up what brands need to do to achieve success in this space

Transformation

Age – it’s time for a rethink and a reset

Age shouldn't be the missing component of diversity and inclusion, argues Emily Fairhead-Keen, Strategy Partner at Wavemaker UK

Experiences

Can you make a brand sing without social?

Nikki Cunningham, MD of Curious, explores how Lush can achieve successful marketing in 2022 without the use of direct social media

Experiences

Predictions for event and experiential marketing in 2022

With examples from Gucci and Vans, Sledge's MD, Sarah Yeats, looks at how immersion and branded content will be king in the year ahead

News

The grit in the oyster

Eve Sleep’s CEO Cheryl Calverley on why she’s always looking to shake up the status quo

Experiences

How brands can set themselves up for a successful 2022

A positive year ahead