Insights
Awards Don’t Build Brands. Creative Media Thinking Does.
It’s award season again. Campaign Media Awards. Festival of Media. The big stages where agencies queue up to showcase their most innovative work....
Don’t Just Spend. Plan to Win: 4 Planning Principles for 2026
Every January, budgets get signed off, targets are set, and marketers are told the same thing: “Spend wisely. Deliver growth.” But here’s the...
What Growth Brands Really Want from Their Media Agency
Spoiler: It’s not bigger decks, more jargon, or legacy models Growth brands don’t play by the old rules. They need to develop/adapt/live in the...
The Other Half of the Equation: 5 Things Cannes Misses about Media’s Creative Impact
Every June, the Croisette becomes a celebration of creativity. Champagne flows, yachts fill the bay, and the advertising industry gathers to honour...
Brand Building Isn’t Just for TV Anymore (It Never Really Was)
We sat down with our Head of Innovation and Digital Strategy, Sarah Coften, to discuss why we need to rethink what long-term marketing really looks...
From Rainbow-Washing to Real Impact: How Brands Can Show Up Authentically
Every June, social feeds, storefronts and brand logos burst into rainbow colour. It’s well-meaning. Sometimes wonderful. But all too often, it’s...
Staying ahead of the curve: Adapting your marketing strategy to industry shifts
Retail media is booming, but is it real growth? Dr. Grace Kite argues it’s just shifting costs, not adding sales. With 50% of Amazon seller revenue going to Amazon, the model raises questions. Les Binet highlights the ‘measurement crisis,’ exposing flaws in attribution. #PMW2024 revealed brands must adapt to rising costs and broken models. Learn how to navigate these challenges.
Navigating search’s expanding horizons
As the search landscape evolves, smart brands are exploring beyond traditional platforms. Discover how regulatory changes and emerging channels are creating new opportunities for digital advertisers.
The data advantage: unlocking success in modern media strategy
The best media strategies aren’t just driven by data, they’re shaped by human insight. At Smithfield, we reject black-box thinking. Instead, we combine left-brain logic with right-brain creativity to craft data-driven strategies that don’t just optimise performance, they inspire action.
In this article, we explore why data without creativity is just noise and how blending analytical precision with strategic storytelling unlocks real competitive advantage. Discover how this balanced approach can elevate your media performance and future-proof your brand.
Data-driven marketing in 2025: From chaos to clarity
In 2025, the focus for marketers shifts from collecting data to orchestrating it into actionable insights for smarter strategies and better outcomes. Addressing issues such as fragmented and poor-quality data is key to optimising ROI and maximising audience connections. Here’s how Smithfield is helping brands navigate the evolving digital landscape with confidence, transforming data challenges into measurable successes.