Translating complex IP into compelling ideas that drive action
Differentiate through human creativity
Generic jargon has always been a problem for the B2B and Technology sectors. But that problem has metastasised with the arrival of generic AI-generated content that overwhelms our feeds and inboxes.
What cuts through is human-led, senior-level thought leadership that builds real authority and trust because its authenticity resonates.
Senior and experienced expertise means an inate understanding of sophisticated business and technology solutions and the problems they solve. Human creativity differentiates dramatically from “AI slop” in an instinctive and visceral way, driving action.
Decades working in, with and for in-house and agency teams means seamless integration and collaboration to expedite the workflow to get great outcomes, quickly and efficiently.
Inbound is in trouble
Inbound marketing strategies have been up-ended in the last 12 months by Google’s GEO Generative AI search responses. Founders must prioritise how they build their brand to meet this dramatic change in user behaviour:
In May 2025, the head of SEO at the Mail Online reported that AI overviews cut desktop and mobile click through rates by 61% and 65%, respectively.
The zero-click phenomenon, where far fewer users click through from AI search results, means it is vital to invest in authoritative thought leadership content that can inform those generative AI answers. In short, brands must pivot from an emphasis on driving traffic to content focussed on solving users’ problems.
While SEO and traditional inbound strategies will always deliver some results, new content tactics are essential to avoid being left out of the AI discussion. Some of this approach requires investments in “owned” content, but there is also a need for increased “earned” content to leverage the resources and destinations AI tools lean on to provide answers.
Social media is saturated
Social media feeds are saturated with generic posts designed to serve algorithms rather than feed interest, curiosity and need. Social media platforms are in jeopardy as ownership ruptures (X or TikTok) or geopolitics disrupt the rules and systems, causing strategic fragility and instability.
Pay-to-play postures mark down un-boosted content meaning critical corporate messaging and comms are lost amid the generic broadcasting of big-brand marketing machines.
As new scrutiny is visited upon the big platforms as the behaviour of “big tech’” is criticised and communities cry out for more accountability.
A hands-off, AI-driven adtech environment puts brands at risk as increasingly extreme and polarising community content is paired with high-worth branded content on an automated, unmonitored platform.
A new strategy for a new age
Authoritative thought leadership content informs AI-generated search responses.
Strategic recycling of high-value content assets through email, web and social spreads risk and diversifies away from a disrupted platforms.
Investing in executive communications builds trust, authority and connection that drives action consistently regardless of channel or platform.