Blog

Perspectives, predictions and provocations. Penned by the people of Archetype.

A black and white line drawing showing the lower body of a person climbing a ladder against a light purple background.

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

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.

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

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

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

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

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

Let’s clear something up right away: SEO isn’t dead. That long list of blue links...

7 min read

AI and the rise of single use content

AI and the rise of single use content

In the age of AI, your content needs to be less PotNoodle Democratiser or devaluer? ...

5 min read

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

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

In digital marketing, we’re used to things changing. Algorithms update, platforms shift, tools come and...

5 min read

Why-brands-must-build-resilience-against-a-backdrop-of-Permacrisis

Why brands must build resilience against a backdrop of Permacrisis

Recent crises at M&S, Co-op, and Heathrow Airport serve as clear reminders: reputational resilience should...

4 min read

« Previous
1
2
3
4
…
6
Next »

CONTACT

Behind every strong partnership is openness.