Luiz Gola, Lead Copywriter at Differentiated, argues that creativity should be built into how an agency works, rather than confined to one department. With clear guardrails and more freedom to contribute beyond job titles, agencies can unlock better ideas and greater commercial value.

Matt’s first editorial for The Drum asks why the industry keeps handing the mic to the people most used to speaking, when some of the most useful perspectives come from the people closest to the work.

We spent a day volunteering at The Cowshed, a charity providing clothing and essentials to people in crisis. Here's what we took away from it.

Differentiated's second MWC. Bigger halls, dancing robots, and a week of conversations with CTOs, CROs and CMOs. Here's what shifted, what didn't, and what it means for B2B marketers.

What we're watching for at MWC 2026: when 87% of buyers want belief you understand their world, not trust-building content.

In December, we pulled on our wellies, swapped our keyboards for wheelbarrows, and headed to Lindengate for a series of corporate volunteering days. 

Year 13 student Lottie Sutton shares what she learned during her three days with us.

Why 95% of B2B buyers say marketing builds belief, not trust. Discover what's really shaping buyer confidence in 2025.

New research challenges B2B marketing’s biggest assumptions about AI, trust, and buyer behaviour, revealing what truly drives decisions.