Joe McGrath

For marketers supporting a fundraise or exit, focusing solely on financial performance is tempting, but is likely a strategic mistake.  ...

Today, I had a shock. I looked at our sales database usage and realised we had burned through tens of...

In the UK, we often talk about marketing as the creative engine for financial businesses. But after spending time interviewing...

What skills will marketers need in the next 10 years? It’s a difficult question. But one I was tasked with...

Sponsorships of major venues are commonly framed as straightforward brand‑building exercises. They promise high visibility, positive associations, and a long...

As readers of FP will know, marketing spend is ordinarily focused on products, services or issues intrinsically important to the...

In marketing classrooms, we’ve all been taught the frameworks. Think SWOT analyses, PESTLE, Porter’s Five Forces. They’re useful, but in...

It is often said that the financial services sector moves first when economic headwinds are gathering. Two years ago, we...

“You don’t know what you’re doing.” It’s a phrase uttered more commonly on the football terraces than (publicly) in the...

In the world of corporate communications, the technical knowledge of marketers and public relations professionals is often derided, with colleagues...