What does the applicant journey look like in an AI world?
There is a growing awareness that AI usage is widespread in the student search journey, and a developing …
Open Day bookings aren’t leads. So why do we treat them like they are?
There’s a sentence shape that has become so common in brand copy that it’s losing its distinction. “We …
It’s Not X, It’s Y: how LLMs are obscuring a simple psychological truth
There’s a sentence shape that has become so common in brand copy that it’s losing its distinction. Which …
How to plan a university shoot that delivers more than nice footage
A successful shoot is never just lights, cameras and a perfectly timed “Action.” Behind every polished film, standout …
Taking the pain out of creating great campaign creative
Because yes, a good media plan matters. Obviously. But what you put in it matters so much more. There …
If not the ‘attention economy’, then…? How to tell your story in a way that’s worth your reader’s time
As a copywriter, a fundamental question guiding my approach is: how do you tell a compelling story in today’s …
University branding in the age of AI search: a copywriter’s perspective’
What if the disruption promised by AI search is also a prompt to return to the fundamentals of …
Why Broadcast TV Is Finally Playing by Digital’s Rules
TV and digital are still often treated like two completely different worlds. Buying TV has often meant agency …
Deciding on the social media ban was the easy part; what comes next will be hard fought on all fronts
On Monday, standing outside Downing Street before heading off to the G7, Keir Starmer announced that the UK …
The UK Says It Wants International Students. The Market Is Hearing Something Else
The UK still says it wants international students, but increasingly on more controlled terms. The government’s 2026 International …