Resources

I recently had the privilege of attending Google Honours in San Francisco and Mountain View as one of 24 winners from Australia and New Zealand. It was one of those rare experiences that managed to be both big-picture and highly practical. Across the week, we spent time with Google’s product, leadership and performance teams, exploring where Search, Ads, Commerce and AI are heading, and what that means for marketers right now.

Persich Personal Injury has announced the launch of its new brand campaign, “Not our first time”, highlighting the jarring contrast between a routine day and the moment an accident changes everything.

The advertising decisions that feel most reasonable are often the ones costing brands the most. We unpack Brodie's masterclass on why those instincts hold up at modest spend, break down at scale, and what better diagnosis looks like.

The Bonfire Newsletter, Issue 05 explores what makes people stick around, from engineered scarcity in music to a world where the best ads are simply the clearest answers.

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.