The world's leading creative and ad agencies
The Big Five holding groups after the Omnicom–IPG merger, the genuine independents, and the brand consultancies — who is known for what.
Insights
Insights — the wider marketing world.
Deeper, sourced pieces on how global marketing actually works — who leads it, what it costs, and how a brand earns attention. Written plainly, with references, no hype.
What premium marketing costs
Retainer, project, performance and value-based pricing; honest day-rate benchmarks; and the real scale of luxury campaigns — fee vs production vs media.
Luxury brand marketing
The codes of luxury — scarcity, heritage, clienteling, experience and restraint — and what a slowing market means for pricing power.
Performance marketing & e-commerce growth
AI-mediated paid media, programmatic and retail media, the metrics that matter (ROAS, CAC, LTV), and the truth about cookies.
SEO & content marketing
E-E-A-T, topical authority, technical and international SEO, and earning citations in AI Overviews and ChatGPT — without gimmicks.
Brand strategy
Positioning, brand architecture, naming and the equity frameworks (Aaker, Keller, Kapferer, Ehrenberg-Bass) that turn a brand into value.
Influencer & creator marketing
Creator economy, influencer tiers and rate bands, luxury ambassadors, EMV/MIV measurement, and FTC/ASA/EU disclosure rules.
How to build a martech stack
The six core categories (CDP, CRM, automation, CMS, analytics), the 15,500-tool landscape, and how to build around a clean data spine.
Marketing attribution & analytics
GA4 data-driven attribution, the marketing mix modeling revival, incrementality testing, first-party data and Consent Mode v2 — in plain terms.
Global marketing & localization
Localization vs transcreation, international SEO and hreflang, market-entry strategy, and the 'can't read, won't buy' evidence.
Guides
How to register a trademark — by country
Plain, sourced guides to registering a trademark at the world’s main offices — cost, process, the opposition window and the traps to plan for.
EU · EUIPO
One filing, protection in all 27 EU states. Fees, the 3-month opposition window, word vs figurative marks.
Germany · DPMA
One national filing for Germany — €290 covers up to three classes, the DPMA checks only absolute grounds, and the 3-month opposition window runs after registration.
Switzerland · IGE
Switzerland sits outside the EU, so an EU trade mark gives you no protection here — you need a separate national filing with the IPI. One Swiss registration also automatically covers Liechtenstein, and online filing via e-trademark costs just CHF 350 for up to three classes.
Austria · Patentamt
An EU trade mark already covers Austria — but a national filing at the Austrian Patent Office costs just EUR 294 for up to 3 classes and can register in ~10 business days via Fast-Track. Absolute-grounds-only exam, 3-month post-registration opposition.
USA · USPTO
$350 per class, use vs intent-to-use, and the 30-day opposition window — the shortest of the major offices.
UK · UK IPO
£205 from April 2026, the 2-month (extendable) opposition window, series marks, and why a UK mark is not an EU mark.
Australia · IP Australia
Per-class fees, the intention-to-use basis, TM Headstart, and the 2-month opposition window.
International · WIPO Madrid
Go global from one base mark — 130+ countries through WIPO Geneva, and the 5-year central-attack rule to plan for.
Canada · CIPO
No use requirement since 2019, mandatory Nice classes, and the 2-month opposition window.
Compare · EU vs US vs UK & more
EU, USA, UK, Australia, the Madrid System and Canada side by side — cost, opposition window and term at a glance.