Resources

AI is reshaping how content earns visibility. Discover why brands need a publishing mindset, how Bonfire’s team is adapting in real time, and what it means for the future of content strategy.

A subtle slant can spark serious action. Discover how right-leaning italics tap into behavioural psychology to create urgency, lift click-throughs, and give your creative a quiet but powerful performance edge.

WA marketers packed the Duxton to rethink how they plan, target and measure. These are the themes (and takeaways) shaping tomorrow’s campaigns—straight from Google and Bonfire.

Bonfire has launched a dedicated creative department, marking a new chapter in its 24-year history of digital performance. Led by former Marketforce creative director Luke Williams, the move unites data and creativity under one roof to deliver smarter, more effective work for clients.

Bonfire has been awarded Digital Agency of the Year at the 2025 Campaign Brief WA Awards, their third time winning the prestigious award.

Bonfire has been awarded Accredited Member status by Advertising Council Australia (ACA) for 2025, recognising its commitment to industry-leading employee policies, mental health standards, and organisational ethics.

Google’s new Generative AI Overviews (AIOs) are rapidly changing the search landscape in Australia. They’re influencing which content is seen first, how users navigate results, and what businesses need to do to stay visible. As Google shifts attention towards AI-generated summaries instead of traditional rankings, many brands risk seeing their organic traffic fall. For brands that act early, though, there’s a real opportunity to strengthen their presence by appearing within these new summaries.

Luxury isn’t a click-and-go category. So why are we still measuring luxury performance with the same blunt-force tools we use to sell dish soap? To understand why standard metrics fall short, it’s important to first understand how differently luxury purchases unfold.

Out with the new, in with the old. Google is reintroducing annotations in Google Analytics 4 (GA4). This returning feature has been rolled out to all GA4 users alongside another update called Anomaly Drivers. 

As a performance-led agency, we’re used to driving bottom-of-the-funnel results. So when it came to running a brand awareness campaign for ourselves, we applied the same strategic discipline — with a few key shifts in focus. Here’s a behind-the-scenes look at our programmatic ‘We Found You’ campaign.

“These drastic changes from Meta should act as a reminder; if you’re overly reliant on just one advertising channel, your marketing strategy may not be as future-proof as you once thought.” 

Hayley’s journey so far has been built on adaptability, driven by a passion for digital marketing, and shaped by meaningful connections. Her advice for those entering the industry: stay curious, keep learning, and always align your work with what matters most to you.