Why AI Made Strategy, Not Tactics, More Important Than Ever
AI transformed marketing in 2025, making it easier than ever to produce content at scale. But as noise increased, the most effective campaigns returned to fundamentals – strategy, behavioural insight and measurable impact.
Why Productivity Fails – And The Five Behavioural Tactics That Actually Work
Productivity isn’t about willpower – it’s about behaviour. In this blog, Anna shares how five evidence-based behavioural science tactics transformed her workday, reduced stress and helped her regain control without burning out. A practical, brain-friendly approach to working smarter in 2026.
Turning Theory Into Action: MacMartin Launches Groundbreaking Research to Strengthen Behaviour Change Campaigns
MacMartin has secured government funding to launch a ground-breaking research project that closes the gap between behavioural science theory and creative execution. The work will develop a practical, evidence-based framework to help communications teams design more effective behaviour-change campaigns.
MacMartin Moves into the Cavendish Building: A New Home for Creativity Grounded in Behavioural Science
MacMartin has officially moved into the University of Derby’s new Cavendish Building – a space designed for collaboration, learning and impact. Our new home brings us closer to the research, people and partnerships that shape our evidence-driven approach to creativity and behaviour change.
Shaping Organisational Culture from the Inside Out
This blog explores how organisational culture can be shaped intentionally through behaviourally informed internal communications. By applying behavioural science models such as COM-B and APEASE, organisations can identify barriers to change, enable action, and foster trust, inclusion, and wellbeing.
5 Psychological Biases Marketers Can Ethically Use to Drive Positive Change
To create meaningful and lasting change through marketing, it’s essential to understand how human psychology influences decision-making. In this blog, our Behaviour Change expert, Anna, delves into five powerful psychological biases that marketers can ethically apply to drive engagement, influence behaviour, and maximise impact – without compromising integrity.
What Makes a Memorable Brand: Copywriting and Graphic Design in Harmony
At MacMartin, we believe that powerful branding happens when copywriting and design work together in harmony. In this blog, our Graphic Designer, Sarah, and our Copywriter, Emily, explore how tone of voice and visual identity align to create a lasting impression.
How Psychology Shapes Effective Design: Turning Insight into Action
In this blog, our Creative Director, Claire, delves into the power of design psychology in creating marketing that moves people. She explores cognitive biases, designing for the brain, and the importance of real-world testing.
What to Consider in Smoking Cessation Marketing
Smoking cessation marketing is no easy task. This blog explores the key things to consider when creating a smoking cessation campaign and the importance of learning from previous attempts, both successful and unsuccessful.
How To Craft Festive Copy That Shines This Christmas
Christmas is here, and for marketers, it’s the most wonderful, and busiest, time of the year. Crafting copy that stands out is no easy feat, but fear not! This blog is packed with top tips (and more than a few festive puns) to help you spread seasonal cheer while staying true to your brand voice.