Insights. Opinion.
Inspiration

We want to drive positive change in our industry. We want to share our learnings and inspire others. Read what it’s like to be part of Archetype UK, how we think and how we can help.

A black and white line drawing showing the lower body of a person climbing a ladder against a light purple background.
Sophie Barocas ❊ 4 Dec ❊ 5 min read

Embracing the evolving media landscape: four power plays for PR in 2026

A simple line drawing of a hand holding an open umbrella turned upward, catching raindrops. Inside the umbrella, flowers are growing, symbolizing protection, growth, and optimism in the rain. The background is a light blue color.
Mike Browne ❊ 18 Nov

Five steps brands can take to build AI search resilience

Illustration of two people pushing large puzzle pieces together, one purple and one green. Above the puzzle are icons connected in a dotted path: a magnifying glass, a gear, a target, a laptop, and a lightbulb, representing collaboration, problem-solving, and innovation.
Ronan McGann ❊ 25 Sep ❊ 5 min read

The attribution puzzle: How to crack marketing’s toughest challenge

Illustration of a man with dark hair and beard in a blazer and purple shirt, standing in front of abstract shapes and flowchart-style boxes, holding a pencil behind him.
David Sanger ❊ 11 Sep ❊ 6 min read

Why the best content teams are hiring strategists, not just writers

Illustration of four people collaborating with digital devices in front of a large search bar, symbolizing teamwork and information search.
Athena Nathalia , Mike Browne ❊ 5 Sep ❊ 7 min read

Why smart marketers are adding GEO to their SEO strategy (not replacing it)

Harry Foster ❊ 5 Aug ❊ 5 min read

AI and the rise of single use content

Harry Sanger ❊ 24 Jul ❊ 5 min read

PR, SEO and the rise of GEO: How we’re adapting to the new rules of search

Build resilience against a backdrop of Permacrisis
Holly Jefferies ❊ 19 Jun ❊ 4 min read

Why brands must build resilience against a backdrop of Permacrisis

Harry Sanger ❊ 10 Jun ❊ 6 min read

Money20/20 Europe 2025: How Fintech’s coming of age changes everything for marketers

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