AI is changing how buyers search for information and weigh up options before making a purchase decision.

Earlier this year, we made an extraordinary archaeological discovery.
Entirely fictional, obviously.

How creative storytelling helped a breakthrough technology become The Answer. Innovation alone doesn’t guarantee adoption.

If logic explains, creativity convinces. We unpack why emotional resonance wins in B2B, and how to use disciplined creativity to build trust, spark conversations and drive growth.

From British Airways’ magical billboards to The Economist’s razor-sharp wit, Carling’s rule-breaking humour and a bear with kung-fu skills. Our creative team share the iconic campaigns that still spark their imagination today.

Why sweat over sentences when AI can do it for you? Because sounding like everyone else isn’t a great brand strategy. EM Copy Director, Rob explores how to keep your brand’s voice human and unmistakably you – even when the bots lend a hand.

Our Re:cognise series is all about spotlighting the amazing people we work with and who inspires them. Find out more about our Client Delivery Manager, Ria Buachie.

Discover why emotion is the secret ingredient behind the world’s most valuable B2B brands. From Microsoft’s soaring brand value to EY’s creative storytelling success, this article reveals how emotional connection can transform rational marketing into real growth.