Why the most “successful” campaigns aren’t driving revenue for brands
The tension between CMOs and CFOs (or agencies and their clients) usually boils down to one thing: what’s being reported vs what’s reflected on the bottom line. High conversion rates and top line figures look great on dashboards, but when they don’t deliver profit, inevitable questions arise about the effectiveness of the campaign, sometimes cascading […]
Demand Gen: a mid-funnel growth goldmine unlocked through AI powered creative production
Charlotte is a Managing Partner at Open Partners, leading our Creative division including a team of exceptional talent across Social & Influencer, our in-house Studio, Ad Production & Optimisation, CRO & UX, and PR. YouTube reaches nearly 60 million people in the UK alone, with YouTube Shorts generating 200B+ views daily worldwide, with more views […]
How is AI affecting the CMO role in 2026?
Over the last two years, AI has continued to have a profound impact on the CMO role, in particular on those managing multi-channel in-house teams. For many marketing leaders, the mandate from CEOs and CFOs has been clear: use AI to deliver more efficiency, lower costs, and better bottom line results. With the “honeymoon phase” […]
What’s next in Paid Search, and how can brands prepare? A Q&A with our Senior Paid Search Partner, Steve Hughes
Before we start, can you tell us a little bit about your role as Senior Paid Search Partner at OP? At Open Partners, my role focuses on the development of our Paid Search product, making sure it aligns with our agency mission, to be The Agency of Next, and our purpose, to be smarter, faster, […]
Meta’s Business Messenger update: from WhatsApp success to a full Meta ecosystem
This week, our Managing Partner for Commercial Partnerships, Jemima Stoppard, joined a global Meta event in London bringing together agencies, brands and business solution partners. The focus was simple: how to use messaging as a core business strategy to create better customer experiences and turn conversations into sales. Below, Jemima outlines what has changed, where […]
Google Marketing Live 2026: Our key takeaways
Google is now firmly in the agentic era… This year, Google Marketing Live was packed with live product announcements, showcasing the deep integration of Gemini technology across the entire advertising network. Having attended the session, our Paid Search Senior Partner, Steve Hughes, has summarised the four key developments that will fundamentally change search, shopping, and […]
The search revolution: OpenAI, agentic commerce, and the next decade of discovery
On February 9, 2026, the digital discovery landscape shifted on its axis. OpenAI officially transitioned ChatGPT from a helpful assistive tool into a commercial powerhouse by launching its first ad tests. This move, while long-speculated, marks a formal commitment to a paid media model designed to support the massive infrastructure costs of serving over 800 […]
ChatGPT is launching paid ads. Here’s what every brand needs to know.
OpenAI has confirmed that advertising will be introduced into ChatGPT in a future release, marking a major shift in conversational AI’s evolution from an assistive search tool to a commercial platform. For any brands relying heavily on Search to drive growth, this matters – a lot. What’s actually changing? Right now, ChatGPT doesn’t show paid […]
Recouping control in an OTA-dominated world: a guide for hotels
Discover how hotels can cut OTA costs, boost direct bookings and grow sustainably through AI-led marketing, data integration and creative strategy.
Winning the algorithm: How Hospitality brands stay discoverable in an AI-driven dining landscape
A practical guide showing hospitality brands how to stay discoverable in an AI-driven dining landscape through GSO, AI-led PPC and performance creative.
