AAR Group
@aargroup.bsky.social
Consultants to the marketing industry.
ICYMI 👉 Victoria Fox and Sophie Devonshire joined Emma Harris on her brand new podcast - Slow the F*ck Down - to discuss how various factors have combined to create a "velocity vortex” and the leadership skills needed to navigate it.
www.thedrum.com/podcast/soph...
www.thedrum.com/podcast/soph...
Sophie & Victoria: The Velocity Vortex - Tech, Ambition, and Fear in the Modern Workplace
Sophie Devonshire & Victoria Fox join Emma Harris to unpack the intense pressure and overwhelm that's gripping our industry. We're talking about how rapid tech advancements, relentless ambition,...
www.thedrum.com
November 17, 2025 at 12:52 PM
ICYMI 👉 Victoria Fox and Sophie Devonshire joined Emma Harris on her brand new podcast - Slow the F*ck Down - to discuss how various factors have combined to create a "velocity vortex” and the leadership skills needed to navigate it.
www.thedrum.com/podcast/soph...
www.thedrum.com/podcast/soph...
Are you stuck in the doom loop of “movement without progress”?
When constant motion and mounting pressure fail to deliver impact, marketer burnout is almost inevitable.
So how can you escape the “triple trap” of no time, no budget and no trust?
aargroup.co.uk/insights/vie...
When constant motion and mounting pressure fail to deliver impact, marketer burnout is almost inevitable.
So how can you escape the “triple trap” of no time, no budget and no trust?
aargroup.co.uk/insights/vie...
Escaping the Triple Trap: How CMOs Can Reclaim Time, Budget, and Trust
Victoria Fox, Chris Lock and James Witter explore how marketers can escape the "triple trap" and break the cycle of busyness without progress.
aargroup.co.uk
November 6, 2025 at 2:41 PM
Are you stuck in the doom loop of “movement without progress”?
When constant motion and mounting pressure fail to deliver impact, marketer burnout is almost inevitable.
So how can you escape the “triple trap” of no time, no budget and no trust?
aargroup.co.uk/insights/vie...
When constant motion and mounting pressure fail to deliver impact, marketer burnout is almost inevitable.
So how can you escape the “triple trap” of no time, no budget and no trust?
aargroup.co.uk/insights/vie...
Is the blending of media and creative causing you headaches?
Rebecca Nunneley and Hannah Astill explored the conundrum in their article, taking a look at both the challenges and opportunities.
aargroup.co.uk/insights/vie...
Rebecca Nunneley and Hannah Astill explored the conundrum in their article, taking a look at both the challenges and opportunities.
aargroup.co.uk/insights/vie...
Blending of Media and Creative: The Challenge and Opportunity
Seamless integration between media and creative is critical for marketing success. Discover why alignment matters, the challenges CMOs face, and how agencies and brands can work together to deliver dy...
aargroup.co.uk
November 5, 2025 at 10:36 AM
Is the blending of media and creative causing you headaches?
Rebecca Nunneley and Hannah Astill explored the conundrum in their article, taking a look at both the challenges and opportunities.
aargroup.co.uk/insights/vie...
Rebecca Nunneley and Hannah Astill explored the conundrum in their article, taking a look at both the challenges and opportunities.
aargroup.co.uk/insights/vie...
Pitches get longer when complexity creeps in. Too many stakeholders. Shifting priorities. Endless rounds to prove a “thorough” decision.
As Rebecca Nunneley says in Campaign UK: focus on clarity, strategy and purpose, and you’ll get to better outcomes, faster
www.campaignlive.co.uk/article/pitc...
As Rebecca Nunneley says in Campaign UK: focus on clarity, strategy and purpose, and you’ll get to better outcomes, faster
www.campaignlive.co.uk/article/pitc...
How pitching needs to change – according to marketers
Power 100 marketers would like to see a rethink of the new-business pitch, with better chemistry, snappier processes and longer-term relationships emerging as top priorities.
www.campaignlive.co.uk
October 28, 2025 at 3:43 PM
Pitches get longer when complexity creeps in. Too many stakeholders. Shifting priorities. Endless rounds to prove a “thorough” decision.
As Rebecca Nunneley says in Campaign UK: focus on clarity, strategy and purpose, and you’ll get to better outcomes, faster
www.campaignlive.co.uk/article/pitc...
As Rebecca Nunneley says in Campaign UK: focus on clarity, strategy and purpose, and you’ll get to better outcomes, faster
www.campaignlive.co.uk/article/pitc...
Marketing isn’t short of talent or ideas.
It’s short of time, budget, and trust.
Is the triple trap leaving you spinning your wheels - busy, exhausted, and struggling to make a real impact?
Here's how to escape.
aargroup.co.uk/insights/vie...
It’s short of time, budget, and trust.
Is the triple trap leaving you spinning your wheels - busy, exhausted, and struggling to make a real impact?
Here's how to escape.
aargroup.co.uk/insights/vie...
Escaping the Triple Trap: How CMOs Can Reclaim Time, Budget, and Trust
Victoria Fox, Chris Lock and James Witter explore how marketers can escape the "triple trap" and break the cycle of busyness without progress.
aargroup.co.uk
October 27, 2025 at 12:11 PM
Marketing isn’t short of talent or ideas.
It’s short of time, budget, and trust.
Is the triple trap leaving you spinning your wheels - busy, exhausted, and struggling to make a real impact?
Here's how to escape.
aargroup.co.uk/insights/vie...
It’s short of time, budget, and trust.
Is the triple trap leaving you spinning your wheels - busy, exhausted, and struggling to make a real impact?
Here's how to escape.
aargroup.co.uk/insights/vie...
Did you catch @andrewbloch.bsky.social on Founders Future?
Over an interesting discussion, Andrew pulled back the curtain on how to scale, stand out, and ultimately sell an agency 👉
open.spotify.com/episode/5GWO...
Over an interesting discussion, Andrew pulled back the curtain on how to scale, stand out, and ultimately sell an agency 👉
open.spotify.com/episode/5GWO...
How to Build (and Sell) a High-Value Agency with Andrew Bloch
open.spotify.com
October 16, 2025 at 2:48 PM
Did you catch @andrewbloch.bsky.social on Founders Future?
Over an interesting discussion, Andrew pulled back the curtain on how to scale, stand out, and ultimately sell an agency 👉
open.spotify.com/episode/5GWO...
Over an interesting discussion, Andrew pulled back the curtain on how to scale, stand out, and ultimately sell an agency 👉
open.spotify.com/episode/5GWO...
ICYMI: AAR’s Vicky Gillan explained why, when it comes to multi-agency collaboration, brand leaders need to become a conductor that brings together the full symphony 🎶
aargroup.co.uk/insights/vie...
aargroup.co.uk/insights/vie...
Why is Multi-Agency collaboration so damned hard?
Collaboration in marketing isn’t about goodwill—it’s system design. Learn how to orchestrate agencies to work in harmony at the speed of culture.
aargroup.co.uk
October 15, 2025 at 8:06 AM
ICYMI: AAR’s Vicky Gillan explained why, when it comes to multi-agency collaboration, brand leaders need to become a conductor that brings together the full symphony 🎶
aargroup.co.uk/insights/vie...
aargroup.co.uk/insights/vie...
Our Evolution of the Marketing Operating Model report shows that, in the age of AI, CMOs aren’t just investing in new tech - they’re rethinking how they use what they already have 🤖
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
October 9, 2025 at 2:01 PM
Our Evolution of the Marketing Operating Model report shows that, in the age of AI, CMOs aren’t just investing in new tech - they’re rethinking how they use what they already have 🤖
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
We often think of agencies working to win a pitch - but brand leaders need to think about how they ace a pitch too. The holy grail of agency selection is forming a partnership that delivers success for years to come, and this doesn’t happen by accident👇
aargroup.co.uk/insights/vie...
aargroup.co.uk/insights/vie...
Why Building a Successful Relationship Begins Way Before the Pitch
Setting off on the adventure of creating great work over the long-term means preparing with purpose - and this starts way before the pitch. But what does this preparation look like in practical terms?
aargroup.co.uk
September 30, 2025 at 12:45 PM
We often think of agencies working to win a pitch - but brand leaders need to think about how they ace a pitch too. The holy grail of agency selection is forming a partnership that delivers success for years to come, and this doesn’t happen by accident👇
aargroup.co.uk/insights/vie...
aargroup.co.uk/insights/vie...
At first glance, agencies can appear pretty much the same 👀
But with 50 years’ experience — as the world’s oldest intermediary helping brands appoint agencies — we know the real differences lie in the people 👥 and the culture 🌱.
aargroup.co.uk/insights/vie...
But with 50 years’ experience — as the world’s oldest intermediary helping brands appoint agencies — we know the real differences lie in the people 👥 and the culture 🌱.
aargroup.co.uk/insights/vie...
Aren’t all agencies pretty much the same?
People may get the impression that agencies all offer something similar, but for @ Paul Phillips, this is far from the reality. Here he takes a dive into why people and culture are the real differenti...
aargroup.co.uk
September 26, 2025 at 9:19 AM
At first glance, agencies can appear pretty much the same 👀
But with 50 years’ experience — as the world’s oldest intermediary helping brands appoint agencies — we know the real differences lie in the people 👥 and the culture 🌱.
aargroup.co.uk/insights/vie...
But with 50 years’ experience — as the world’s oldest intermediary helping brands appoint agencies — we know the real differences lie in the people 👥 and the culture 🌱.
aargroup.co.uk/insights/vie...
ICYMI: AAR have launched a new peer-to-peer community, developed with changeforce, for agency leaders. Here, AAR agency subscribers can:
💡Share knowledge
💡Access real-time insights
💡Tackle the challenges of a complex marketing landscape.
aargroup.co.uk/insights/new...
💡Share knowledge
💡Access real-time insights
💡Tackle the challenges of a complex marketing landscape.
aargroup.co.uk/insights/new...
AAR launches exclusive Agency Advice Cohort in partnership with changeforce
AAR launches exclusive Agency Advice Cohort in partnership with changeforce
aargroup.co.uk
September 24, 2025 at 3:09 PM
ICYMI: AAR have launched a new peer-to-peer community, developed with changeforce, for agency leaders. Here, AAR agency subscribers can:
💡Share knowledge
💡Access real-time insights
💡Tackle the challenges of a complex marketing landscape.
aargroup.co.uk/insights/new...
💡Share knowledge
💡Access real-time insights
💡Tackle the challenges of a complex marketing landscape.
aargroup.co.uk/insights/new...
Most marketers were never taught how to write a strong brief, so it’s no surprise that teams often lose time, money & momentum. Vicky Gillan argues it’s time we stop treating briefing as admin & start seeing it as ignition. Her article explains why—check it out below.
aargroup.co.uk/insights/vie...
aargroup.co.uk/insights/vie...
Better Briefing: From Rushed Admin to Strategic Power Move
When briefing goes wrong, everyone feels it. Briefing is a business-critical tool, and ignoring it costs us more than we realise.
aargroup.co.uk
September 23, 2025 at 3:00 PM
Most marketers were never taught how to write a strong brief, so it’s no surprise that teams often lose time, money & momentum. Vicky Gillan argues it’s time we stop treating briefing as admin & start seeing it as ignition. Her article explains why—check it out below.
aargroup.co.uk/insights/vie...
aargroup.co.uk/insights/vie...
This morning, we had the pleasure of welcoming our agency subscribers to an exclusive breakfast at The Ivy Club☕ At AAR, we sit at the intersection of brands and agencies. That perspective gives us a unique view of the opportunities for agencies to adapt, grow, and lead transformation.
September 18, 2025 at 9:50 AM
This morning, we had the pleasure of welcoming our agency subscribers to an exclusive breakfast at The Ivy Club☕ At AAR, we sit at the intersection of brands and agencies. That perspective gives us a unique view of the opportunities for agencies to adapt, grow, and lead transformation.
Most marketing teams still struggle with poor briefs. The consequences? Confused teams, wasted budgets, delayed launches, and diluted impact - again and again.
Now is the time to fix the root cause, not the symptoms. Every great campaign starts here.
aargroup.co.uk/insights/vie...
Now is the time to fix the root cause, not the symptoms. Every great campaign starts here.
aargroup.co.uk/insights/vie...
Better Briefing: From Rushed Admin to Strategic Power Move
When briefing goes wrong, everyone feels it. Briefing is a business-critical tool, and ignoring it costs us more than we realise.
aargroup.co.uk
September 16, 2025 at 1:44 PM
Most marketing teams still struggle with poor briefs. The consequences? Confused teams, wasted budgets, delayed launches, and diluted impact - again and again.
Now is the time to fix the root cause, not the symptoms. Every great campaign starts here.
aargroup.co.uk/insights/vie...
Now is the time to fix the root cause, not the symptoms. Every great campaign starts here.
aargroup.co.uk/insights/vie...
ICYMI: Why brands are paying more for agency partners
Cost isn’t the only factor anymore. With growing complexity across channels, data, and content, brands are prioritising partners who can add strategic value, integrate technology, and drive impact.
aargroup.co.uk/insights/vie...
Cost isn’t the only factor anymore. With growing complexity across channels, data, and content, brands are prioritising partners who can add strategic value, integrate technology, and drive impact.
aargroup.co.uk/insights/vie...
Why brands are happy to pay more for their agency partners
Are brands prioritising value over cost in agency partnerships? AAR's Media Lead Consultant Hannah Astill takes a closer look.
aargroup.co.uk
September 15, 2025 at 11:00 AM
ICYMI: Why brands are paying more for agency partners
Cost isn’t the only factor anymore. With growing complexity across channels, data, and content, brands are prioritising partners who can add strategic value, integrate technology, and drive impact.
aargroup.co.uk/insights/vie...
Cost isn’t the only factor anymore. With growing complexity across channels, data, and content, brands are prioritising partners who can add strategic value, integrate technology, and drive impact.
aargroup.co.uk/insights/vie...
When marketing transformation fails, it might not be because the tools are wrong. It might be because you haven’t accounted for human nature. Want to find out more? Tony Spong and Vicky Gillan share their thoughts below.
aargroup.co.uk/insights/vie...
aargroup.co.uk/insights/vie...
Marketing Transformation Isn’t a Toolset - It’s a Mindset
Vicky Gillan and Tony Spong explain why transformation isn't a case of 'build it and they will come', but bringing people with you on the journey.
aargroup.co.uk
September 10, 2025 at 9:08 AM
When marketing transformation fails, it might not be because the tools are wrong. It might be because you haven’t accounted for human nature. Want to find out more? Tony Spong and Vicky Gillan share their thoughts below.
aargroup.co.uk/insights/vie...
aargroup.co.uk/insights/vie...
🌟 Proud moment for AAR and Victoria Fox 🌟
We're pleased to share that AAR CEO Victoria Fox has joined the Board of Trustees at the History of Advertising Trust (HAT), just as the charity approaches its 50th anniversary.
www.hatads.org.uk/news/239/His...
We're pleased to share that AAR CEO Victoria Fox has joined the Board of Trustees at the History of Advertising Trust (HAT), just as the charity approaches its 50th anniversary.
www.hatads.org.uk/news/239/His...
News | History Of Advertising Trust
www.hatads.org.uk
September 9, 2025 at 9:55 AM
🌟 Proud moment for AAR and Victoria Fox 🌟
We're pleased to share that AAR CEO Victoria Fox has joined the Board of Trustees at the History of Advertising Trust (HAT), just as the charity approaches its 50th anniversary.
www.hatads.org.uk/news/239/His...
We're pleased to share that AAR CEO Victoria Fox has joined the Board of Trustees at the History of Advertising Trust (HAT), just as the charity approaches its 50th anniversary.
www.hatads.org.uk/news/239/His...
Marketing transformation isn’t a tidy, linear thing.
For Vicky Gillan and Tony Spong, there’s one categorical truth in successful change - without a shift in mindset, even the most expensive tech or elegant process redesign can fall flat. Article below.
aargroup.co.uk/insights/vie...
For Vicky Gillan and Tony Spong, there’s one categorical truth in successful change - without a shift in mindset, even the most expensive tech or elegant process redesign can fall flat. Article below.
aargroup.co.uk/insights/vie...
Marketing Transformation Isn’t a Toolset - It’s a Mindset
Vicky Gillan and Tony Spong explain why transformation isn't a case of 'build it and they will come', but bringing people with you on the journey.
aargroup.co.uk
September 2, 2025 at 11:13 AM
Marketing transformation isn’t a tidy, linear thing.
For Vicky Gillan and Tony Spong, there’s one categorical truth in successful change - without a shift in mindset, even the most expensive tech or elegant process redesign can fall flat. Article below.
aargroup.co.uk/insights/vie...
For Vicky Gillan and Tony Spong, there’s one categorical truth in successful change - without a shift in mindset, even the most expensive tech or elegant process redesign can fall flat. Article below.
aargroup.co.uk/insights/vie...
Today’s CMO needs commercial and financial acumen, operational know-how, and leadership across an ever-widening set of specialisms.
But complexity shouldn’t distract from the fundamentals. We explore more below.
aargroup.co.uk/marketing-op...
But complexity shouldn’t distract from the fundamentals. We explore more below.
aargroup.co.uk/marketing-op...
September 1, 2025 at 12:21 PM
Today’s CMO needs commercial and financial acumen, operational know-how, and leadership across an ever-widening set of specialisms.
But complexity shouldn’t distract from the fundamentals. We explore more below.
aargroup.co.uk/marketing-op...
But complexity shouldn’t distract from the fundamentals. We explore more below.
aargroup.co.uk/marketing-op...
CMOs are rethinking their agency models to face evolving challenges. In Evolution of the Marketing Operating Model, we surveyed 100 CMOs and interviewed several marketing leaders to answer key questions. Download below.
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
Evolution of the Marketing Operating Model
Discover AAR and ISBA's Evolution of the Marketing Operating Model, the new report covering the changes in marketing operating models in line with a shifting marketing landscape.
aargroup.co.uk
August 28, 2025 at 3:47 PM
CMOs are rethinking their agency models to face evolving challenges. In Evolution of the Marketing Operating Model, we surveyed 100 CMOs and interviewed several marketing leaders to answer key questions. Download below.
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
Many marketers believe process slows teams down and stifles creativity. In reality, the right process does the opposite.
Learn how aligning strategy and process gives teams clarity, confidence, and momentum - so creativity can thrive.
aargroup.co.uk/insights/vie...
Learn how aligning strategy and process gives teams clarity, confidence, and momentum - so creativity can thrive.
aargroup.co.uk/insights/vie...
Process is a compass, not a cage
Most marketers didn’t fall in love with the industry because of process - but according to Cristiana Spataru, process is what makes creativity sing. Find out why here.
aargroup.co.uk
August 27, 2025 at 1:42 PM
Many marketers believe process slows teams down and stifles creativity. In reality, the right process does the opposite.
Learn how aligning strategy and process gives teams clarity, confidence, and momentum - so creativity can thrive.
aargroup.co.uk/insights/vie...
Learn how aligning strategy and process gives teams clarity, confidence, and momentum - so creativity can thrive.
aargroup.co.uk/insights/vie...
The demands of modern marketing have created layers of nuance in the partner ecosystem - from models within models to the push/pull between in-housing & re-outsourcing.
AAR’s Evolution of the Marketing Operating Model takes a dive into modern agency models.
aargroup.co.uk/marketing-op...
AAR’s Evolution of the Marketing Operating Model takes a dive into modern agency models.
aargroup.co.uk/marketing-op...
August 26, 2025 at 4:14 PM
The demands of modern marketing have created layers of nuance in the partner ecosystem - from models within models to the push/pull between in-housing & re-outsourcing.
AAR’s Evolution of the Marketing Operating Model takes a dive into modern agency models.
aargroup.co.uk/marketing-op...
AAR’s Evolution of the Marketing Operating Model takes a dive into modern agency models.
aargroup.co.uk/marketing-op...
AAR's report explains why the concept of the ‘T-shaped’ and ‘M-shaped’ marketers has arguably never been more important - helping CMOs navigate complexity without losing sight of the core marketing principles that drive brand and business growth.
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
August 20, 2025 at 3:53 PM
AAR's report explains why the concept of the ‘T-shaped’ and ‘M-shaped’ marketers has arguably never been more important - helping CMOs navigate complexity without losing sight of the core marketing principles that drive brand and business growth.
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
Let’s face it - few marketers’ favourite word is “process”.
We love the ideas, the creativity, those culture-changing sparks.
But the truth is, structure doesn’t stifle creativity; it’s the secret to making it thrive.
aargroup.co.uk/insights/vie...
We love the ideas, the creativity, those culture-changing sparks.
But the truth is, structure doesn’t stifle creativity; it’s the secret to making it thrive.
aargroup.co.uk/insights/vie...
Process is a compass, not a cage
Most marketers didn’t fall in love with the industry because of process - but according to Cristiana Spataru, process is what makes creativity sing. Find out why here.
aargroup.co.uk
August 19, 2025 at 11:15 AM
Let’s face it - few marketers’ favourite word is “process”.
We love the ideas, the creativity, those culture-changing sparks.
But the truth is, structure doesn’t stifle creativity; it’s the secret to making it thrive.
aargroup.co.uk/insights/vie...
We love the ideas, the creativity, those culture-changing sparks.
But the truth is, structure doesn’t stifle creativity; it’s the secret to making it thrive.
aargroup.co.uk/insights/vie...
Capability gaps are one of the biggest challenges for CMOs. Discover why…
✅ Redesigning roles to match business priorities
✅ Upskilling teams in the skills that matter most
✅ Creating a culture of psychological safety
… are essential steps to success 🔽
aargroup.co.uk/marketing-op...
✅ Redesigning roles to match business priorities
✅ Upskilling teams in the skills that matter most
✅ Creating a culture of psychological safety
… are essential steps to success 🔽
aargroup.co.uk/marketing-op...
Evolution of the Marketing Operating Model
Discover AAR and ISBA's Evolution of the Marketing Operating Model, the new report covering the changes in marketing operating models in line with a shifting marketing landscape.
aargroup.co.uk
August 18, 2025 at 9:57 AM
Capability gaps are one of the biggest challenges for CMOs. Discover why…
✅ Redesigning roles to match business priorities
✅ Upskilling teams in the skills that matter most
✅ Creating a culture of psychological safety
… are essential steps to success 🔽
aargroup.co.uk/marketing-op...
✅ Redesigning roles to match business priorities
✅ Upskilling teams in the skills that matter most
✅ Creating a culture of psychological safety
… are essential steps to success 🔽
aargroup.co.uk/marketing-op...