Combining strategic insights, human intelligence and technical craft to build magnetic brands.

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Archetype exists to help ambitious organisations attract attention and deliver sustainable growth.

Blog Spotlight

Clicking when searching has become optional

Google has rebuilt the search box for a conversational, AI-first era, LinkedIn has cemented itself as one of AI’s most-trusted sources and the data caught...

SERVICES

Every service we offer
<Communications & PR> <Brand> <Marketing> <Content and Editorial> <Creative Services> <Insight & Intelligence>
is underpinned by AI innovation, human intelligence and creative craft.

Find out more about how we use AI

Communications & PR

Create engaging narratives and foster meaningful relationships that build trust, and amplify your brand voice.

Brand

Develop powerful strategies that inform visual and verbal identities designed to differentiate, connect and support growth.

Marketing

Shape and execute campaigns and programmes that generate top-of-the-funnel awareness, build consideration and drive conversion.

Content & Editorial

Produce original content that connects deeply with your audience, strengthens your brand presence and fuels authentic engagement.

Creative Services

Bring your brand to life through thoughtful design, film and digital experiences that spark imagination and inspire action.

Insight & Intelligence

Unearth actionable insights by combining market data, research and analytics to guide smarter strategies and measurable growth.

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AI & EQ (1)

On artificial and emotional intelligence – and the case for both

Why I’m not immediately running into the arms of LLMs, and you shouldn’t either When does AI become AI for AI’s sake, and when does...

7 min read

How to write for AI citation on LinkedIn

How to write for AI citation on LinkedIn

TL/DR Individual voices with genuine expertise are where AI citation authority lives. Articles drive 60% of LinkedIn citations, posts drive 40%. Use articles for depth,...

7 min read

Signals_ISSUE02_new

ChatGPT cracks Google’s query monopoly

For two decades, no single competitor has taken a double-digit share of global search queries from Google. In July, ChatGPT did, while Google redesigned its...

6 min read

cybersecurity

What happens when an AI agent goes rogue?

Artificial intelligence companies have spent years warning that increasingly capable AI systems could eventually become useful tools for cyberattacks. Recently, that future has suddenly felt...

7 min read

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