Strategy & storytelling

Many HR brands have a strong product but struggle to explain why it matters. They can describe features, functionality and technical capabilities in detail, yet when asked why an HR director or people leader should care, the story becomes much less clear. That's because a product is not a brand narrative. A brand narrative bridges the [...]

The world in that we live is unpredictable, to say the least. Businesses, organisations and even individuals are all vulnerable to issues which may lurk in the shadows or around corners. Some of these crises are natural while some are very definitely man-made, but they can strike at any time and with them put reputations […]

Updated: September 2026 Influencer marketing is often associated with celebrities plugging products on social media. But in B2B markets, particularly HR and the future of work, influence looks very different. Today’s HR buyers are turning to trusted influencers in the form of analysts, workplace experts, practitioners and content creators to help them navigate complex decisions. […]

In B2B PR, thought leadership is one of those concepts that gets spoken about all the time. But do you actually know what thought leadership is? And do you have the right tools and skills in place to make it work effectively for you? In this post we aim to clarify what B2B thought leadership can do and help you gain greater benefit from it.

I recently took part in a discussion about brand loyalty and authentic communications. While much of the conversation focused on loyalty programmes and customer engagement, it highlighted a challenge that feels especially relevant today for organisations targeting HR leaders. Trust has become one of the most valuable assets a brand can build. For HR audiences, […]

The most effective B2B marketing campaign is one that considers a holistic approach. In this article, we show you five B2B essential PR and marketing services every business should consider to bolster customer engagement and improve marketing and business performance.

In a nutshell, B2B influencer marketing is working with people and third parties who have the power to sway the decisions your key audiences make about your brand.

If you’re marketing a product or service to HR professionals, standing out has never been more difficult. HR leaders are inundated with content, vendor messages, research reports and sales outreach every day. Whether you’re promoting HR technology, recruitment services, employee wellbeing solutions, learning platforms or workforce management tools, earning attention requires more than a great […]

Traditionally, B2B marketing and TV advertising are two phrases scarcely seen together, but the recent approach ServiceNow has taken to promote its digital workflow platform has made us question whether B2B mass media evolution is on the horizon.   The adverts in question are a breath of fresh air, using Willy Wonka and the Chocolate Factory to add a nostalgic touch, whilst conveying […]