Resources

What happens when uncertainty rises, AI reshapes how we work, and trust becomes harder to earn? Issue 04 explores the decisions brands and marketers make when the ground shifts beneath them.

There’s a growing gap between how people search and how we measure it. AI-generated answers are shaping decisions before users ever click through to a website. The problem is, most reporting doesn’t capture any of it. This piece unpacks where that influence is happening, why it’s being missed, and how to start measuring it properly.

Bonfire has been named a Google Premier Partner in 2026, marking the 10th year in a row that the Performance Agency has held the status. The designation places Bonfire among the top 3% of Google Partners in Australia and a small number of agencies in Western Australia to hold Premier Partner status.

Bonfire has appointed Mike Dann as Senior Art Director. He joins from Marketforce and has already contributed to Bonfire’s Luma campaign, ‘We Hear You,’ which launched in January.

Google’s new Keyword Intent and the holy grail of omnipresence, why two-minute songs are built for loops (and what that means for brand equity), a smarter way to calculate your marketing investment, and a reflection on finding balance beyond the London rat race.

Western Australian women’s health organisation Luma has launched a powerful new brand campaign ‘We Hear You’, developed in partnership with Bonfire.

Shakespeare's response to pre-show advertisers, Labubus and little treat culture, Tiffany & Co.'s brand masterstroke in Guillermo del Toro's Frankenstein, and the difference between culture fit and culture add.

If you’re looking to better understand campaign moments, periods of high marketing activity, and where effort is likely to pay off across the year, this calendar is designed to help.

AI Overviews are reshaping what visibility looks like in search. This article breaks down a repeatable approach to earning inclusion, backed by real examples from across industries.

Rosalía’s experiential album launch, Mark Ritson’s reminder to stay the course, Robert Greene’s take on mastery, and Harvard Business Review’s insights on soft selling.

Legal clients are turning to AI long before they contact a lawyer. Here’s what firms need to prioritise in 2026 to remain part of the client’s shortlist.

Bonfire’s Performance Media Manager, Chelsea Craddock, has been recognised twice by Google in 2025. Earlier in the year, she was named a finalist at the Google Honours Awards, and now she has taken out the top prize and been awarded Agency Rockstar (5+ Years).