Strategy & Insights

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.

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.

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.

Google Ads, social, AI search all run on the same signals: fast sites, clear structure, relevant content. This short read explains how the work you do for SEO powers the rest of your digital ecosystem.

Google’s AI Mode is changing how people search and how brands are found. Bonfire SEO Manager Sarah Salameh explains what’s coming, what it means for marketers, and why the fundamentals of SEO still matter most.

AI is reshaping how consumers discover and engage with brands. Discover why a connected advertising ecosystem is now crucial for achieving visibility and measurable growth.