News & Views

As covered in our recent podcast, choosing between an in-house team and an external PR and marketing agency is one of the most common – and misunderstood – decisions businesses face. Costs, speed, risk and strategic value are often key discussion points, but are rarely supported with real data behind them. To help businesses have an informed understanding of this topic, we’re cutting though common assumptions and answering the biggest questions companies ask when weighing up

Exploring the Shift: Google Ads Moves from Display Ads to Demand Generation Strategies. Exploring the Shift: Google Ads Moves from Display Ads to Demand Generation Strategies.Google now allows advertisers to start migrating their Display ads to the newer Demand Gen format ahead of the 2027 move. Soon, Display ads will no longer be available, and for advertisers, the migration is happening whether you’re ready or not. The question is: are you getting ahead of the curve now or

Next month, we return to the ExCeL Centre for Connected Britain 2026. Our team will be on-site, capturing video content for clients and exhibitors as an official video provider. You can also speak with the team at our booth 30. With so much happening across the event, we’ve put together a list of ways your company can cut through the noise and stand out.   1. Make your own news When it comes to press releases, it's not only product launches, new deployments, or business devel

What is the best way to successfully deliver PR and marketing services - create an in-house function or outsource to an external agency? Having worked on both sides over the past 28 years, here are some observations. How close is too close? In-house staff will be closer to the day-to-day running of their organisation, with a detailed understanding of the brand and of how products and services are sold. However, a nose pressed against the glass can mean the bigger picture is m

At the core of the technology and telecoms sectors are the deeply technical processes businesses and organisations must navigate to reach their end goal – whether that’s a product, service or solution. These industries by their nature run on complexity, with rigorous testing cycles, detailed specifications, technical use cases and intricate deployment scenarios. Yet none of this matters if these can’t be communicated clearly. 88% of buyers want to read less about product spec

Public relations is always evolving, but the role it plays has fundamentally changed in recent years. While media relations and storytelling remain essential elements of effective communications, on their own, they are no longer sufficient to meet what clients require today. We now operate in a digital age where anyone can publish content and AI assistants can generate copy in seconds. While the quality of this material is up for question, there is no doubt this has caused a

More than a third of marketers have admitted that they don’t always understand the connection between the analytics they receive and future marketing decisions taken by their brand. Having more information doesn’t automatically mean having more understanding. In a separate report, 43% of B2B marketers said they actively distrust their brands' reporting metrics – so how can we receive and analyse data better? Trust signalsOf course, companies are already measuring marketing su

The PR landscape is shifting fast, especially in terms of lead gen effectiveness. 70% of the B2B buying journey now happens before a prospective customer engages a sales team, and as businesses become more selective with their suppliers – and algorithms increasingly determine which businesses get visibility – generating high-quality leads has become much more challenging. In today’s market, 81% of buyers say they need to trust a brand before they buy from it. While traditiona

Alongside capacity constraints, the issue of cooling has become a significant limiting factor within the European data centre market. This is certainly true for AI-led facilities because their servers run hotter and denser than traditional cloud racks. Presently, cooling an average data centre consumes approximately 1.4 million litres of freshwater per day. Facilities relying entirely on legacy air cooling solutions typically record a Power Usage Effectiveness (PUE) between 1

Earned media- defined as any coverage, mentions or media attention not directly paid for or controlled by your business - remains one of the most powerful signals for Large Language Models (LLMs) when it comes to understanding and ranking businesses. Unlike traditional search engines that rely heavily on keywords and backlinks, LLMs like ChatGPT, Claude and Perplexity build their knowledge from trusted, high authority sources. Ensuring your content is seen by LLMsSo what are

Across Europe, the continent’s major data centre hubs are currently facing severe grid congestion, with operators now encountering multi-year delays and pauses to projects. As grid availability decreases, congestion increases, with data centres consuming approximately 33-42% of local electricity in Amsterdam, London and Frankfurt. In Dublin, this figure rises to nearly 80%. As a result, better grid availability is becoming a defining factor for where developers bring investme

Visibility within Large Language Models (LLMs) like ChatGPT is shaping how companies get discovered, described and evaluated daily. One thing is becoming clear from where we sit: a one-size-fits-all approach to discoverability won't work. Each model retrieves, prioritises and processes differently. Getting your company noticed in ChatGPT works differently from how it might appear in Claude and Gemini. As marketers scramble to adapt, understanding those differences is where sm

Across the globe, fibre networks continue to lead the way when it comes to reliable, future-proof connectivity. For broadband providers especially, full fibre remains the standout Unique Selling Proposition (USP) thanks to its unmatched speed and consistent performance. As noted in the Draghi Report in September 2025, future‑proof digital infrastructure is a critical pillar of Europe’s competitiveness. Within this context, fibre stands out as the high‑capacity fixed infrastru

The annual FTTH Conference is Europe's leading fibre summit and this year it will be held at Excel London. Expect it to be busy. Over 3,500 visitors are expected and with 65 sponsors, 16 analyst firms/ media partners, 28 associate partners and a start up zone all competing for attention, standing out from the crowd won’t be easy – either in the venue or outside of it.   Today, it is cheaper and easier to capture video content... but producing it to a professional standard isn

With great power comes great responsibility, and ethical use of AI is essential for brand trust, regulatory compliance, and long-term growth. At its core, marketing has always been about building trust with customers. The use of AI doesn’t change that, but it does raise the stakes. Every AI‑driven interaction becomes a moment of truth for a business, making responsible governance just as critical as creative execution. Therefore, for CMOs, the question is no longer whether to

MWC Barcelona remains one of the world’s leading, most influential events for the telecom and connectivity industries. Over 100,000 attendees typically gather annually at the Fira to see and hear about the latest innovations from leading mobile operators, device manufacturers, tech experts and more – and the 2026 event was no different. Having published a guide on how businesses can prepare for the event, we like to keep our eye on the latest updates from MWC to see the indus

With the UK now firmly established as a data centre hotbed, how will these buildouts handle these power-constrained environments in the year to come? Let’s take a look at some specialised infrastructure we can see adopted in 2026 and beyond.

Barriers to co-location could hold back data centre and satellite ground sector markets

The use of Artificial Intelligence (AI) is rapidly becoming core to modern marketing approaches. From content generation to customer insights, AI offers Chief Marketing Officers (CMOs) unprecedented, measurable outcomes, and, as a result, roughly 80-90% of marketing teams now using, planning to invest in, or actively piloting AI tools in operations. Yet planning is one thing, implementing is quite another. Our perspective from within the industry suggests that while many CMOs