Learn · every claim sourced
Plain-language foundations, primers and guides on integrated marketing communications, with a source for every claim. New here? Begin with the short reads below.
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The page a planner hands to a creative team: the problem the work must solve, the audience and the insight, the single proposition and its proof, the tone, and what the work should make people think, feel and do. From the account-planning tradition and the industry's briefing guides.
The standardisation debate from Levitt's 1983 essay to the research since, a procedure for deciding element by element what stays global, when to translate and when to transcreate, and how to use culture frameworks such as Hofstede's without over-reading them.
How the ICC Code sets a common floor, how self-regulation works in the UK and across Europe, what the UAE, Saudi Arabia and Egypt add, and a claims procedure for honesty, substantiation, comparisons and children. General information, not legal advice.
Where predictive and generative AI are used in marketing, what controlled studies show about productivity and quality, the risks to manage (accuracy, brand safety, intellectual property, bias and privacy), disclosure rules as of October 2026, a governance set-up and a procedure for a pilot that proves value or stops.