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In the agency world, there is a quiet but devastating distinction between being useful and being vital. Most agencies exist in a state of high utility. They are the “reliable hands” that execute campaigns and manage spends. But utility is a commodity. In a market where AI can automate execution and offshore teams can undercut […]

For a 10-year period, small businesses have faced a persistent paradox: they need media coverage to grow, but the traditional PR model, charging £3k–£10k/month, is economically out of reach. Consequently, they settle for “doing nothing” or posting on LinkedIn without ever getting in front of journalists. The solution isn’t more human labour; it’s a shift