Insight + Influence
Luxury marketing trends: our thinking on strategy, creative and performance.
Generative engine optimisation for luxury brands: why organic AI beats paid
UHNW audiences pay to remove ads. In 2026, the only way to reach them in AI is to be cited, not advertised. Audit your digital knowledge graph.
The 80/20 principle in marketing: a leadership framework for luxury CMOs
A marketing leadership framework for luxury CMOs. Using the 80/20 rule to protect your team’s most limited asset - time.
Passion meets portfolio: the brand equity your brand isn’t controlling
Your most valuable customers are reaping your brand equity. How the smartest luxury brands are reclaiming it.
Luxury brand activations at Cannes Film Festival
Chopard. Kering. The French Riviera. How top luxury houses use Cannes Film Festival to reach and resonate with affluent audiences.
Luxury client experience: Rolls-Royce’s UHNW training playbook
How Rolls-Royce Motor Cars’ extreme training decodes UHNW desires, turning service into belonging.
Consumer psychology: how traits evolve as net worth rises
A mass affluent buyer thinks differently to a billionaire. The consumer psychology playbook for luxury brand marketers — and the evidence behind it.
Psychographic profiling: the audience research strategy behind higher ROMI
Wealth is a demographic. Behaviour is a psychographic. Why cohort intelligence earns higher returns for luxury brands.
Questions worth answering
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Fair question. Our thinking spans a cross-sector perspective. Our founders Niki McMorrough and Scott Parker, and our creative collective, have experience across fashion, automotive, hospitality, property, beauty and B2B, usually with an affluent audience at the centre. Our work page shows the range. If your audience is affluent, let’s meet.
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Our audience is luxury and premium brand CMOs, founders, and marketing leaders working out how to reach affluent audiences with more intent. If you would like to discuss a specific brand problem, let’s have a conversation.
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Each piece comes from real conversations, client work or panel evidence, then feeds the relationship-driven strategy, audience research and campaigns we run. If you’ve a brand challenge you’d like solved rather than just read about, let’s talk about that.