Guideline And Flock Associates Partner To Drive Smarter Media Planning For Global Advertisers
A new global partnership pairing Guideline’s enterprise media planning platform with Flock’s marketing-transformation consultancy.
Marketing Strategy
Cannes 2026: Less Rosé, More Operating Model
Every year Cannes Lions gives the marketing industry a glamorous mirror. Some years we admire the sparkle. Some years we notice the cracks.
This year, behind the yachts, panels, creator beaches and AI demos, one theme is emerging clearly: creativity is no longer just about the work. It is about the system that produces the work.
Implementing AI – The Magic Button And Five Smart Moves For Marketing AI Adoption
Some CEO’s seem to think that AI is a Magic Button. They assume that immediately and automatically, marketing can suddenly do 30% more, with 30% less. This hype cycle has without a doubt been perpetrated by strategy consultants that don’t execute and understand how to implement AI programs in marketing functions, and the agency landscape. And, agencies and software companies intent on selling their wares.
Why Do Marketing Transformation Programmes Fail?
After 13 years helping some of the world’s leading companies transform their marketing, I’ve come to a fairly simple conclusion.
Most marketing transformation programmes don’t fail because the strategy was bad, the technology wrong, the agencies poor, or the org design ill-conceived, they fail because of this…
Operationalising AI in Marketing: Transitioning from Generative AI Experiments to Enterprise-Wide Execution
Flock and Screendragon recently hosted a roundtable on Marketing Automation and AI for leading brands from pharma, travel, financial services, CPG, entertainment, and beverages. The event was held in the opulent surroundings of the private dining room Fortnum & Mason.
What Are You Actually Paying For? Creator Marketing’s Biggest Challenge Is No Longer Scale. It’s Alignment.
Creator marketing has become one of the most significant structural shifts in modern marketing.
What began as an experimental channel built around a relatively small number of influencers has evolved into a highly complex commercial ecosystem involving agencies, platforms, production partners, media amplification, affiliate infrastructure, analytics tools, and increasingly vast creator networks.
Why GEO Is Reshaping More Than Search. Here’s What Marketing Leaders Need To Do Next
Flock Associates recently hosted a roundtable with senior marketing and communications leaders to discuss the impact of Generative Engine Optimisation (GEO), AI search, and evolving consumer behaviours. One theme became clear throughout the discussion: this is no longer simply a search conversation, it’s an operating model conversation.
Why Marketing Operating Models in Financial Services Are Under Pressure
Marketing in financial services is under increasing pressure to deliver growth, efficiency, and accountability at the same time. Most organizations have invested heavily in digital channels, data platforms, and new capabilities over the past decade. Yet many senior leaders still feel that marketing is not delivering against its full potential.
What Pharma and Healthcare CMOs Need to Know About the Next Marketing Operating Model
Pharma and healthcare marketing used to be built around a relatively stable rhythm: launch planning, salesforce alignment, medical congresses, HCP education, patient support, access materials, field-force enablement, and, in the US, direct-to-consumer advertising.
That rhythm has broken. Totally.
GEO in Practice: 5 Takeaways for CMOs and Digital Leaders
GEO is starting to show up in real ways. Not as a future trend or something to keep an eye on, but as a shift that is already changing how decisions get made.
We recently hosted a webinar with leaders from search, media, and digital to talk about what this actually means in practice.
Sustainability and AI – What CMOs should know to stay ahead of the game.
AI is becoming default, its footprint is non-trivial and CEOs and CMOs need governance. According to PWC only one in eight (12%) of CEOs say AI has delivered on cost and revenue benefits. In today’s tech landscape, it is almost impossible to not interact with some form of AI model online or in our day to day lives, it has become the ultimate disruptor, much like the internet once was.
We reviewed a $7m scope – here’s how we unlocked $1m of additional value…
We recently reviewed a $7m scope using our fee and scoping module within our platform Optima. Our analysis was able to deliver $1m in additional value that could be saved, or reinvested elsewhere.