Blog
Perspectives, predictions and provocations. Penned by the people of Archetype.
From reports to blogs: pick the format that fits the idea
Every business has compelling ideas to share. But… too many end up in the wrong...
6 min read
Meatspace is the next vibe shift for brands
Two years ago, I declared that generative AI would kill content as we know it...
5 min read
2026 signals change at Archetype
As discovery increasingly shifts to AI-mediated environments, effective brand strength is determined less by volume...
2 min read
Embracing the evolving media landscape: four power plays for PR in 2026
Returning from nine months of maternity leave and diving back into the communications world, I...
5 min read
Five steps brands can take to build AI search resilience
Key Takeaways: ChatGPT reached 800 million weekly active users in September 2025, dominating 80% of...
6 min read
The attribution puzzle: How to crack marketing’s toughest challenge
Every marketer is under pressure to prove ROI. Budgets are scrutinised, KPIs are tied to...
5 min read
Why the best content teams are hiring strategists, not just writers
Around the world, over seven million blog posts are published daily. Whether it’s a personal...
6 min read