How to use AI in your marketing strategy
At a glance A successful AI marketing strategy connects your business data to real commercial goals. Feed tools clear information about your brand to avoid generic, low-quality content. Update your online presence so AI-powered search engines recommend your business. Use customer data to predict sales and automatically create tailored marketing messages. Keep human experts in […]
Media execution is no longer where performance is won or lost. Creative targeting is.
When speed and scale was king A year ago, I shared a piece about how success in marketing can no longer be achieved through budget alone and that creative was now the primary ROI lever in modern advertising. I explored how the AI enabled production of creative assets (ones that are built, tested, optimised and […]
Your next customer might send an AI assistant. Should brands be worried?
Recently, two of the biggest tech companies in the world launched personal AI assistants that can do your shopping for you. Meta launched Muse in the US on 8 September. OpenAI followed on 29 September with something it calls dots. Both do roughly the same job. You tell them what you want, and they go […]
How Open Partners engineered LLM dominance and a £7.6 blended organic search ROI for InjuryLawyers4U
In 2025, we shared a piece on how consumer search behaviour was fundamentally shifting, detailing how AI search engines would rapidly dictate organic visibility. It was at this point that we recognised an immediate, commercially vital opportunity for our clients to become category leaders in a new and emerging search channel. Just over a year […]
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 […]
