The Think Tank

This month’s edition of Thursday Thoughts is live. Among the highlights, we feature new awards, fresh thinking, deep dives into intent data and our take on a new discipline that could reshape PR. We also provide a glimpse into how we’re helping brands grow in complex markets. Dive in and let us know what you think.

What a night at the revamped Construction Marketing Awards last night. And it was topped of with a win for The Think Tank for our amazing client Milwaukee Tool EMEA in the category Best Customer Research and Insight, as well as an additional five shortlists for BSRIA, DBR Limited, Saint-Gobain and Oscar Acoustics. You can find out more about our pan-European PR Milwaukee campaign here: https://lnkd.in/e5Hq_2FQ Huge congratulations to everyone involved - proof that strategy, creativity and execution make all the difference. And also a big thank you to our guests who joined us; Stuart Devoil, James Latham, Steph Shackel, Brymec, Paresa Razaei, DBR Limited and Nicola Insley ACIM, Reds10 You can also find out more about all the shortlisted campaigns here: https://lnkd.in/eDJ5FBWi #CMAs2025 #ConstructionMarketing #ConstructionMarketingAwards #BuiltEnvironment

Workplace noise drains focus, but it doesn’t have to. We helped Oscar Acoustics change the conversation with research and a clear narrative, turning technical expertise into measurable commercial impact. The campaign delivered 151 leads and 88 sales-qualified leads. See how: https://lnkd.in/exgphiqt #B2BMarketing #CommercialMarketing #ResearchDriven

Just read some interesting research from Ehrenberg-Bass Institute on B2B growth strategy. We're great at building mental availability - getting our brands remembered and considered. But there's another side to the equation we often overlook: "Physical Availability". It's about being easy to find and buy from when customers are actually making decisions. The research suggests both work hand in hand. Strong brands need distinctive assets (mental availability) AND strategic presence where buying happens (physical availability). One insight that stuck with me: if 30% of your category's revenue flows through specific channels, your brand should aim for 30% too. Simple but powerful. The distinction between "rented prominence" (paid placement) and "owned prominence" (distinctive brand assets) particularly resonated - it's about building long-term competitive advantage. We've shared more thoughts on The Think Tank blog - worth exploring how this applies to your strategy? https://lnkd.in/eG5Pai3T #B2BMarketing #Strategy #BrandGrowth

In a fast-changing e-commerce landscape, retailers needed clarity. That’s where Asendia’s Beyond Borders campaign came in. We surveyed 1,000 retailers across 10 markets and distilled the findings into an insight-rich whitepaper, giving international businesses the guidance they needed to grow with confidence. Amplified through digital, PR and content, the campaign reached more than 6.5m people worldwide, reinforcing Asendia’s role as a trusted authority in cross-border e-commerce. Discover the full story: https://lnkd.in/eWGj7RMg #CaseStudy #ContentMarketing #Digital #PR #OriginalResearch #Ecommerce

AI search is rewriting the rules of visibility. The good news? PR is in a great position to lead. Our new piece on generative engine optimisation (GEO) explores how earned media is shaping AI results and what that means for your brand. Take a look: https://lnkd.in/e5UPmifk