AAR Group
@aargroup.bsky.social
Consultants to the marketing industry.
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...
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.
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...
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...
In high-performing marketing teams, great work doesn’t just come from talent. It comes from trust.
Psychological safety is fast becoming a non-negotiable for modern CMOs, fuelling experimentation, positive friction, creativity and agility.
aargroup.co.uk/marketing-op...
Psychological safety is fast becoming a non-negotiable for modern CMOs, fuelling experimentation, positive friction, creativity and agility.
aargroup.co.uk/marketing-op...
August 6, 2025 at 1:37 PM
In high-performing marketing teams, great work doesn’t just come from talent. It comes from trust.
Psychological safety is fast becoming a non-negotiable for modern CMOs, fuelling experimentation, positive friction, creativity and agility.
aargroup.co.uk/marketing-op...
Psychological safety is fast becoming a non-negotiable for modern CMOs, fuelling experimentation, positive friction, creativity and agility.
aargroup.co.uk/marketing-op...
CMOs are facing so many challenges that - in our Evolution of the Marketing Operating Model research - 12% admitted that a barrier to change is not knowing where to start.
For Victoria Fox, a key step is finding community and support.
aargroup.co.uk/marketing-op...
For Victoria Fox, a key step is finding community and support.
aargroup.co.uk/marketing-op...
July 16, 2025 at 11:09 AM
CMOs are facing so many challenges that - in our Evolution of the Marketing Operating Model research - 12% admitted that a barrier to change is not knowing where to start.
For Victoria Fox, a key step is finding community and support.
aargroup.co.uk/marketing-op...
For Victoria Fox, a key step is finding community and support.
aargroup.co.uk/marketing-op...
Are marketing leaders really under the bonnet of the tech stack? Becky Brock and Victoria Fox discuss the need to go beyond the ‘bullsh*t bingo’ which can make martech an expensive diversion when building a robust operating model 👇
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
May 27, 2025 at 3:42 PM
Are marketing leaders really under the bonnet of the tech stack? Becky Brock and Victoria Fox discuss the need to go beyond the ‘bullsh*t bingo’ which can make martech an expensive diversion when building a robust operating model 👇
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
AAR was thrilled to field a team of runners at the fifth annual Marketing Society Sprintathon in Battersea Park earlier today.
We’re proud of Emily Peacock, Mairead Cashin, Evie Underhill and Elke Grynfelt for carrying the baton for us!🏅
We’re proud of Emily Peacock, Mairead Cashin, Evie Underhill and Elke Grynfelt for carrying the baton for us!🏅
May 22, 2025 at 4:10 PM
AAR was thrilled to field a team of runners at the fifth annual Marketing Society Sprintathon in Battersea Park earlier today.
We’re proud of Emily Peacock, Mairead Cashin, Evie Underhill and Elke Grynfelt for carrying the baton for us!🏅
We’re proud of Emily Peacock, Mairead Cashin, Evie Underhill and Elke Grynfelt for carrying the baton for us!🏅
Is GenAI promising transformation in your marketing operating model? Gain insights from indepth research and the experience of other marketing leaders by downloading below.
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
May 15, 2025 at 9:19 AM
Is GenAI promising transformation in your marketing operating model? Gain insights from indepth research and the experience of other marketing leaders by downloading below.
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
Generative AI is at the forefront of tech transformation in the marketing function. Our report, Evolution of the Marketing Operating Model, revealed that 52% of surveyed CMOs had implemented GenAI trials.
Discover Becky Brock’s tips for kindling a culture of curiosity around AI👇
Discover Becky Brock’s tips for kindling a culture of curiosity around AI👇
May 13, 2025 at 11:06 AM
Generative AI is at the forefront of tech transformation in the marketing function. Our report, Evolution of the Marketing Operating Model, revealed that 52% of surveyed CMOs had implemented GenAI trials.
Discover Becky Brock’s tips for kindling a culture of curiosity around AI👇
Discover Becky Brock’s tips for kindling a culture of curiosity around AI👇
Discover the essentials every marketer should take into account when designing processes that work to optimise outcomes with our report, which surveyed 100 CMOs and interviewed several marketing leaders to offer key insight, research and advice👇
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
May 9, 2025 at 9:22 AM
Discover the essentials every marketer should take into account when designing processes that work to optimise outcomes with our report, which surveyed 100 CMOs and interviewed several marketing leaders to offer key insight, research and advice👇
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
Are you struggling to align and adapt processes to account for potentially different contexts and needs within your marketing operating model?
Get info, insights and guidance by following the link below👉
aargroup.co.uk/marketing-op...
Get info, insights and guidance by following the link below👉
aargroup.co.uk/marketing-op...
May 6, 2025 at 2:21 PM
Are you struggling to align and adapt processes to account for potentially different contexts and needs within your marketing operating model?
Get info, insights and guidance by following the link below👉
aargroup.co.uk/marketing-op...
Get info, insights and guidance by following the link below👉
aargroup.co.uk/marketing-op...
As the HOW of marketing is now as important as the WHAT, process plays an ever more critical role in the Marketing Operating Model. Victoria Fox explains why mapping your dependencies is vital if the marketing function is to move at the speed of culture
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
April 30, 2025 at 2:16 PM
As the HOW of marketing is now as important as the WHAT, process plays an ever more critical role in the Marketing Operating Model. Victoria Fox explains why mapping your dependencies is vital if the marketing function is to move at the speed of culture
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
Our Evolution of the Marketing Operating Model report has revealed that CMOs consider the benefits of an external perspective in their agency model to be:
⭐ Higher creativity
⭐ Better ideas
⭐ The ability to draw on outside perspective and learnings.
aargroup.co.uk/marketing-op...
⭐ Higher creativity
⭐ Better ideas
⭐ The ability to draw on outside perspective and learnings.
aargroup.co.uk/marketing-op...
April 22, 2025 at 2:00 PM
Our Evolution of the Marketing Operating Model report has revealed that CMOs consider the benefits of an external perspective in their agency model to be:
⭐ Higher creativity
⭐ Better ideas
⭐ The ability to draw on outside perspective and learnings.
aargroup.co.uk/marketing-op...
⭐ Higher creativity
⭐ Better ideas
⭐ The ability to draw on outside perspective and learnings.
aargroup.co.uk/marketing-op...
In our research surveying 100 CMOs, creative and media not working well enough together was identified as a key challenge.
Below, we share the key needs cited by CMOs for creative and media within the agency model. For more, download our report.
aargroup.co.uk/marketing-op...
Below, we share the key needs cited by CMOs for creative and media within the agency model. For more, download our report.
aargroup.co.uk/marketing-op...
April 14, 2025 at 12:57 PM
In our research surveying 100 CMOs, creative and media not working well enough together was identified as a key challenge.
Below, we share the key needs cited by CMOs for creative and media within the agency model. For more, download our report.
aargroup.co.uk/marketing-op...
Below, we share the key needs cited by CMOs for creative and media within the agency model. For more, download our report.
aargroup.co.uk/marketing-op...
With AAR’s Evolution of the Marketing Operating Model report revealing that many CMOs are on an in-housing journey, while nearly as many are looking to reverse theirs, Peter Zillig explains his key watch-outs for those looking to in-house key capabilities.
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
April 7, 2025 at 3:51 PM
With AAR’s Evolution of the Marketing Operating Model report revealing that many CMOs are on an in-housing journey, while nearly as many are looking to reverse theirs, Peter Zillig explains his key watch-outs for those looking to in-house key capabilities.
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
AAR's survey of 100 marketing leaders uncovers the motivations, benefits and challenges of in-housing - but what might this mean for your own marketing operating model? Get the inside scoop with our report.
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
April 3, 2025 at 11:23 AM
AAR's survey of 100 marketing leaders uncovers the motivations, benefits and challenges of in-housing - but what might this mean for your own marketing operating model? Get the inside scoop with our report.
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
Fostering seamless media-creative collaboration was identified as a hot topic for CMOs in our latest research, Evolution of the Marketing Operating Model.
Learn more with AAR’s and ISBA’s deep-dive research into Partners as part of the marketing operating model:
aargroup.co.uk/marketing-op...
Learn more with AAR’s and ISBA’s deep-dive research into Partners as part of the marketing operating model:
aargroup.co.uk/marketing-op...
April 1, 2025 at 2:07 PM
Fostering seamless media-creative collaboration was identified as a hot topic for CMOs in our latest research, Evolution of the Marketing Operating Model.
Learn more with AAR’s and ISBA’s deep-dive research into Partners as part of the marketing operating model:
aargroup.co.uk/marketing-op...
Learn more with AAR’s and ISBA’s deep-dive research into Partners as part of the marketing operating model:
aargroup.co.uk/marketing-op...
Each of the interviewees in our latest report, Evolution of the Marketing Operating Model, shared the importance of establishing a culture that supports continuous change and improvement - and as Victoria Fox explained, key to this is psychological safety.
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
March 24, 2025 at 4:57 PM
Each of the interviewees in our latest report, Evolution of the Marketing Operating Model, shared the importance of establishing a culture that supports continuous change and improvement - and as Victoria Fox explained, key to this is psychological safety.
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
Of 100 marketing leaders surveyed in our latest report, 68% shared that they do not have the right skillsets to meet current marketing and business demands - but only a quarter said that they had a bespoke future fit skills strategy in place👇
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
March 18, 2025 at 12:53 PM
Of 100 marketing leaders surveyed in our latest report, 68% shared that they do not have the right skillsets to meet current marketing and business demands - but only a quarter said that they had a bespoke future fit skills strategy in place👇
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
As well as exploring how to create a robust operating mode, our latest report - Evolution of the Marketing Operating Model - also looks at strategies that CMOs can implement to establish a constructive & advantageous relationship with the CFO. Download your copy today
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
March 13, 2025 at 11:37 AM
As well as exploring how to create a robust operating mode, our latest report - Evolution of the Marketing Operating Model - also looks at strategies that CMOs can implement to establish a constructive & advantageous relationship with the CFO. Download your copy today
aargroup.co.uk/marketing-op...
aargroup.co.uk/marketing-op...
Today is the day! Go All In for the Advertising Association’s industry census, which aims to provide valuable insights and foster inclusivity to create a workplace where everyone feels they belong. Take part by clicking the link below.
advertisingallin.co.uk
advertisingallin.co.uk
March 12, 2025 at 3:07 PM
Today is the day! Go All In for the Advertising Association’s industry census, which aims to provide valuable insights and foster inclusivity to create a workplace where everyone feels they belong. Take part by clicking the link below.
advertisingallin.co.uk
advertisingallin.co.uk
The All In Census (taking place on March 12, 2025 - two weeks to go!) helps provide data to build a more inclusive workplace for the UK advertising industry - make sure to save the date to participate.
advertisingallin.co.uk/resource/all...
advertisingallin.co.uk/resource/all...
February 26, 2025 at 2:27 PM
The All In Census (taking place on March 12, 2025 - two weeks to go!) helps provide data to build a more inclusive workplace for the UK advertising industry - make sure to save the date to participate.
advertisingallin.co.uk/resource/all...
advertisingallin.co.uk/resource/all...
Building a robust marketing operating model - ‘The How’ of marketing - is now as vital as a great marketing strategy.
AAR created Evolution of the Marketing Operating Model to offer marketers support and guidance on how to navigate this challenge.
aargroup.co.uk/marketing-op...
AAR created Evolution of the Marketing Operating Model to offer marketers support and guidance on how to navigate this challenge.
aargroup.co.uk/marketing-op...
February 19, 2025 at 11:56 AM
Building a robust marketing operating model - ‘The How’ of marketing - is now as vital as a great marketing strategy.
AAR created Evolution of the Marketing Operating Model to offer marketers support and guidance on how to navigate this challenge.
aargroup.co.uk/marketing-op...
AAR created Evolution of the Marketing Operating Model to offer marketers support and guidance on how to navigate this challenge.
aargroup.co.uk/marketing-op...