Case Files

Even if he’s not guilty this is a huge...

Inspired by recent headlines, Smoking Gun’s MD Rick Guttridge makes it clear that brands cannot forget that the truth will always out— from the ethical to environmental.

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Brand purpose: Marketing bullsh*t or ess...

Following Nike’s ad success with Colin Kaepernick, Smoking Gun’s Rick Guttridge considers the importance of brand purpose for building consumer loyalty.

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Want to build your brand profile? Less i...

Brands should follow the example of iconic TV shows like Game of Thrones; leave people wanting more to guarantee an engaged audience.

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Influencing influencers— why brands ar...

Our big gun, Rick Guttridge, explains how so many companies are looking in the wrong place for influencers, and how big data can be used to ensure you’re collaborating with the best possible voices for your sector.

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GDPR – Comms disaster of the decad...

Opt-in or opt-out, despite the deadline now having passed for businesses to clean up their processes with regard to storing…

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No kidding: April Fools in the fake news...

Picture the scene. It’s 1987, and Cold War tensions are running pretty hot. From nowhere, photos emerge showing two of…

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2018 must deliver consistent business et...

They say be careful what you wish for. I’d say be incredibly cautious about who you choose to work with.

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Social media trust falls to historic low...

In the ten years since his brainchild was launched there have been very few occasions when I’ve said ‘Mark Zuckerberg…

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PR today: Turning crisis into a testamen...

You can paint it whichever way you want, the truth of the matter is my industry- and its associated fields,…

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Paddington at 60: Why brands should emul...

To mark the 60th birthday of Paddington Bear we consider the similarities between strong characters and world-beating brands.

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A century of mistruths: 100 years (or so...

From War of the Worlds and the Zinoviev letter, to blondes going extinct and weatherman faking it, we chart a potted history of definitive fake news moments.

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Brand purpose: Marketing bullsh*t or ess...

Following Nike’s ad success with Colin Kaepernick, Smoking Gun’s Rick Guttridge considers the importance of brand purpose for building consumer loyalty.

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Top tips for selling-in real life featur...

Expert advice on working with compelling case studies that lead to strong real life features news editors won’t be able to resist.

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August 2018 in the Smoking Gun study

All that’s happening at our Manchester HQ— exceptional client work, details of our forthcoming event, The Millennial Mindset, and major life moments for the award-winning team.

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Beyond digital: Marketing to millennials...

Digital dominates the millennial marketing agenda, but more and more firms are targeting this demographic with campaigns in real life, and it’s working.

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