Opinion

Google’s search experience is changing – fast. Iain Scott explains how AI Overviews and AI Mode are reshaping search, and what your business needs to do to.

Google’s Performance Max just got a major upgrade. Anna Corbett breaks down how new channel-level reporting helps you make smarter, data-driven decisions about your ad spend.

Charlie Stewart shares how video content can connect with your audience at the exact moment they’re searching – and why it’s time to treat video as a vital search asset, not just a creative one.

Senior Content Strategist Charlie Stewart shares how Base Creative uses AI to streamline research and content audits – while keeping strategy, creativity, and quality in human hands.

Base Creative’s Anna Corbett explains how we use AI to boost campaign performance, from analytics to client conversations – without losing the human touch.

In our new video series, our team explains the role of AI can play in your digital strategy, starting with Iain Scott, Director of Growth at Base Creative.

Last week, Google announced a wave of updates that confirm what many of us already suspected: AI is no longer on the edges of digital marketing – it’s at the absolute centre. At Google Marketing Live 2025, the focus was clear: AI is already changing the way people search, and as a result, it’s changing […]

Love it or hate it, everyone’s seen it.  Google’s AI Overviews are changing the way your search results appear. Now, AI-generated summaries will often answer user questions before the usual list of site links we’ve come to expect. In fact, 47% of Google Search results now include an AI Overview – at least, according to AI […]

If you’re hoping to create one perfect piece of content so manipulative that it sends your site straight to the top of Google Search, I’ve got some bad news. Exactly how Google’s algorithm works remains a bit of a mystery. What Google has made crystal clear, however, is how its team assesses the quality of […]

At Base Creative, Christmas isn’t just about ticking off the last to-dos of the year – it’s about giving back when and where we can. This year, we’re continuing a tradition close to our hearts by donating £1,000 across three fantastic initiatives we have worked with over the last 12 months. To decide how that […]

It might be the end of another year, but there will be plenty of time to reminisce later. Instead, why not use this time to set your organisation up for a successful 2025? I’ve asked our team to explain their predictions for 2025 across all of our areas of expertise – social media, search, content […]

This is an article to help you get better at story-driven marketing within your organisation or for your clients.  I’m not talking about your old school wishy-washy once upon a time style storytelling. This is about drawing out the kind of authentic stories your colleagues (or clients) don’t even know they’re hiding. It’s about getting […]