EDITOR
Claire Swindell
SUB EDITOR
Laura Williams
DESIGN
Natasha Manns
SPECIAL THANKS
Dr Jane Croad
Sarah and Joelle Drummond
All content contained within this issue was correct at the time of publication in May 2025.
Spring is in the air!
Straight off the back of our inaugural Wales Week in London programme we now launch our Spin Class spring series, giving our community more access to the team’s expertise either in person or via webinar. It has been refreshing to spend time with our clients and network in person at events across the country this last couple of months, sharing ideas and discussing challenges and opportunities across every sector.
In this issue you can expect to find AI referenced in various articles, and I am pleased to see that the team share the view that we should all be assessing how AI can be used to enhance and support our endeavours, not jump to the conclusion that it will replace or hijack. Used elegantly it can be truly transformative and I am sure you will find it included in many issues to come.
In issue 13 we began to share with you our work with the NHS, a project we remain extremely proud of, with the results speaking for themselves, and I am pleased to say that in this issue you will read more about our first brand project for the NHS, you can find out more on page 20 and my thanks go to the team who have worked tirelessly to get this project delivered this spring.
I hope to see you in person at one of our events soon, and in the meantime don’t hesitate to reach out for a chat or feedback on what you would like us to cover in BARK 15!
LIAM GILES Managing Director
At first glance, the world of craft beer might seem like an unlikely home for a carbon-neutral, alcohol-free, female - and LGBTQ+ founded brewery. But that’s exactly what makes Drop Bear Beer Co. and their founders, Sarah and Joelle Drummond stand out. As the co-founders of Drop Bear Beer Co, the UK’s first female-owned alcohol-free brewery, they’re smashing stereotypes and proving that brewing is no longer just a boys’ club.
After deciding to take a break from drinking alcohol in 2018, Joelle and Sarah quickly realised how limited the options were for non-alcoholic beverages - especially for craft beer lovers. That realisation sparked the idea to create their own. “Joelle actually thought it was a silly idea at first,” Sarah admits, “until she heard it was the fastest growing drinks category in the market.” With that, the pair set out on a mission: to brew flavourful, alcohol-free craft beers that didn’t compromise on taste.
Started in a flat in Swansea, armed with saucepans and library books, Sarah and Joelle brewed their very first batch of alcohol-free beer. “It took thirteen hours”, Sarah laughs, recalling the early days. “It was ridiculous, but it gave us the confidence to say ‘we can do this’”. After six months, they quit their 9-5s and committed to the business full time. A leap of faith that has sparked what is now a fast-growing challenger brand, Drop Bear Beer Co.
WHAT’S
“Drop Bear” - an infamous (and entirely fictional) Australian predator - is a playful nod to the couple’s roots: they met in Australia in 2017, and Sarah says the name reflects their belief that “craft beer should be fun.” From day one, Drop Bear Beer Co. has taken that ethos seriously.
They launched with two bold, alcohol-free brews - a Tropical IPA and a Yuzu Pale Ale - and quickly exceeded all sales targets in their first month. When the UK went into its first COVID lockdown, they pivoted fast, launching an e-commerce store within weeks. Subscriptions soon became a major part of the business, now accounting for approx. 40% of all website sales. “It creates real loyalty,” says Sarah. “If you’re making a great product, people come back - and our repeat purchase rate is much higher than our competitors’, so we must be doing something right.”
Still, the bulk of Drop Bear’s revenue comes from major retail listings in Ocado, Tesco, Co-op and Amazon, with 15% of sales now through e-commerce - a balance that reflects both their growing reach and the strength of their brand.
Drop Bear Beer Co. holds the unique title of being the world’s first carbonneutral alcohol-free brewery - and that’s no greenwashing gimmick. “The inspiration was simple,” Sarah says. “We care. This brand was created by us, so we wanted to make sure we were putting something good into the world. Being carbon-neutral was just part of our contribution and something we should all be considering. ”
They partnered with an independent accreditor to calculate and offset their historical emissions through verified climate projects, but that was just the beginning. Their 16,000 square foot brewery (former home to fellow Welsh brand Tomos Watkins) in Swansea now houses the entire production process under one roof, cutting out the emissions once tied up in cross-country logistics. “Previously we were brewing in Surrey, bottling in Cumbria, and warehousing in Aylesbury! Now it all happens under one roof.”
Drop Bear’s ethical compass doesn’t stop at carbon calculations. As an LGBTQ+ founded business, Sarah and Joelle make conscious decisions about where and how their beers are sold. “We’ve said no to opportunities in the USA and the Middle East. Sure, there’s massive potential, but we couldn’t live with ourselves if we sold into countries with poor LGBTQ+ rights,” Sarah says firmly. “You’ve got to have some morals in this.”
Their support also extends to LGBTQ+ charities. Every year, they release a limited-edition True Colours beer, donating proceeds to Galop, an anti-abuse charity for the LGBTQ+ community. “It’s important to us to support the people doing incredible work on the ground and give them the resources they need to do the amazing work that they do.,” Sarah explains.
Keeping their business rooted in Wales is a source of pride - and, at times, a challenge. “There’s a lot of support here, but it can be hard to break through what we call the ‘slate wall’,” Sarah explains. “Buyers see you as a ‘Welsh brand’ and only offer regional listings, not national ones - even when we outperform English brands.”
From a purely commercial standpoint, Sarah admits that growth might be easier elsewhere. But the pair remain committed to their roots. “We care about this community. We want to create Welsh jobs and help strengthen the local economy.”
In an industry still overwhelmingly male-dominated, Drop Bear is a powerful outlier. “There are around 1700 breweries in the UK. Fewer than five are owned by women,” Sarah says. “And even fewer are LGBTQ+ led.” She’s vocal about the barriers: outdated attitudes, being overlooked by investors, and even small slights like being addressed as “Dear Sirs.” But she’s just as vocal about the need for change. “Women invented brewing,” she points out. “Alewives were brewing centuries ago, but the Industrial Revolution came along, and suddenly it became a man’s world. There is still so much work to do, we are really at the beginning of it all.”
With their tropical IPA and Yuzu Pale Ale leading the charge, Drop Bear is chasing that elusive “breakthrough moment” - national and wholesale listings that would launch them into the next tier.
But no matter how far they go, one thing remains clear: Sarah and Joelle are in it for the long haul - “we want to continue being role models for women in brewing, queer people and young business owners. Trying to grow, trying to do good, be good and have a bit of fun along the way.”
Scan the QR code to find out more about Drop Bear Beer. Alternatively, visit www.dropbearbeers.com
Raising the voices of women in Wales since 1985, the Wales Assembly of Women is an organisation committed to promoting gender equality and social justice. As the leading NGO in Wales fighting for meaningful change, it works tirelessly to ensure women’s voices are heard in policy, education, and public life, both nationally and internationally.
It was March 2024 when I first came across the Wales Assembly of Women (WAW) through their Chair Dr Jane Croad, I was impressed to hear that they had been campaigning since the mid 80’s and that I had benefitted directly from some of the actions they had taken to protect and enhance Women’s rights in Wales.
Jane had recently become involved and membership had been dwindling for the last few years, in part because of retirements and new commitments for the committee and in part because other, funded, organisations focussed on women in Wales had been at the forefront of the agenda throughout the last decade.
With a new committee and a commitment to the agenda Jane was determined to revive the membership, not least because it is the only United Nations accredited Economic and Social Council NGO representing Welsh women globally. Notably the membership has had a representative at every major UN world conference since its inception in 1985.
The organisation ran several local educational and promotional events in South Wales in the Autumn of 2024 and I am pleased to share that the membership is growing and myself and Spindogs are now members, recognising that the more support we can give WAW the more the committee will be able to deliver, as the organisation is currently entirely reliant on member fees and charity grants.
30 years on the mission of the organisation remains the same – to fight for women’s rights in Wales, whether that be in regards to healthcare, education, safety or inclusion and accessibility, and many more. What is more recent, is the annual Audrey Jones award, named so in recognition of the WAW founder Audrey Jones, which is awarded to the nominee the judges feel has contributed significantly to the advance of equality and women’s rights in the field of research. The applications for the 2025 awards are now open and more information can be found on the WAW website.
The organisation’s motto is ‘when women thrive, countries thrive’ and I believe we can all get on board with that effort!
“It is a privilege to lead Wales assembly of women, a driving force for political change since the 1970s and instrumental in securing equal representation in the first Welsh Devolution parliament in 2000. WAW are determined to restore that balance in the 2026 Welsh Government elections.”
THE WALES ASSEMBLY OF WOMEN MISSION
EQUALITY AND HUMAN RIGHTS
Campaigns for the advancement of equality and human rights for the women of Wales by raising awareness, stimulating discussion, advocating action.
POLICY AND LEGISLATIVE INTERVENTION
Scrutinizes and responds to equality legislation at the United Nations, UK and Welsh levels of government.
EMPIRICAL RESEARCH SUPPORTING POLICY
Provides a bridge between policy and research in Wales through supporting academic research including the Audrey Jones Awards for Research by Women.
NOT OUR WORDS, BUT THE WORDS OF ANN HANDLEY.
PATRICK DEWAR
Spindogs was afforded the opportunity to be partnered with the Centre of Digital Excellence (CoDE) to create its very first brand identity and digital presence. As an extension of the NHS, CoDE was established to revolutionise the human experience of primary care through the application of digital technology and AI systems. Operating as a huband-spoke model with satellite labs across Integrated Care Board (ICB) areas, CoDE provides a blueprint for the future of general practice. It creates an environment where innovation can thrive, offering a safe space for collaboration, sustainability, and workforce development, ultimately benefiting both healthcare professionals and patients.
The challenge was to create a fresh identity for an organisation operating within a complex and evolving healthcare landscape. The NHS is highly respected for its commitment to delivering exceptional care, but like many large systems, it faces the ongoing challenge of modernising its technology to meet changing demands. CoDE was created to complement this progress, providing a space where pioneering digital solutions can be explored and integrated into primary care. To support this ambition, Spindogs needed to craft a brand and website that positioned CoDE as a forward-thinking leader in healthcare technology, supporting innovation within the broader health system.
To define CoDE’s visual identity, Spindogs Began a research phase off the back of a design meeting with stakeholders from CoDE, the main avenue of research delved into branding within the tech industry. By looking at companies such as OpenAI, Propology, Investure and other contemporary leaders, it became clear that CoDE’s identity needed to align with the technology sector rather than being rooted in traditional healthcare aesthetics. This approach would help signal innovation, credibility, and progress, distinguishing CoDE from the challenges associated with legacy NHS systems.
The design process resulted in a sleek and modern identity that reflects CoDE’s ambition and forward momentum. The logo takes the form of a custom wordmark, with bespoke lettering carefully crafted to shape its unique structure. A deliberate decision was made to capitalise specific letters within the acronym, creating a visually dynamic composition that enhances readability and adds an element of distinction. It was important for the wordmark to have an element of flexibility. CoDE stakeholders highlighted the potential for additional labs to be established across different regions of the UK, with the first being ‘South West.’ This adaptability allows the branding to evolve for different locations, such
as ‘CoDE London’ or ‘CoDE North East,’ ensuring consistency while accommodating future expansion.
For the icon, structural elements from the wordmark were carried through to ensure consistency. During the design process, we observed that all the letters shared the same corner radius, which became the foundation for the icon’s form. These shapes were used to create a cohesive and meaningful symbol that embodies the ideas of connectivity and digital excellence.
Beyond the logo, the typography and colour palette were selected to strike a balance between professionalism and approachability. The distinct colour gradients play a key role in establishing a contemporary aesthetic, aligning CoDE with leading tech brands such as OpenAI. The additional brand elements and guidelines established during the brand exploration phase provided a strong foundation for the website’s design, ensuring a seamless transition from visual identity to digital experience.
The website was a crucial element of this project, serving as the primary platform for CoDE to communicate its mission, engage stakeholders, and showcase its groundbreaking work. Designed with accessibility and clarity in mind, the site needed to speak to a diverse audience, including high-level decision-makers within ICBs, local authorities, NHS providers, academia, and the wider healthcare workforce. To achieve this, Spindogs
structured the site around a clean and intuitive navigation system, ensuring that users could quickly find key information about CoDE’s initiatives, research, events, downloadable resources, and partnerships. A responsive design was implemented to optimise the experience across all devices.
The website was built with a dynamic content management system, enabling CoDE to continuously update the platform with its latest projects, success stories, and innovations with ease, allowing the organisation to focus on what it does best. This ensures that users can see the realworld impact of CoDE’s work, reinforcing its position as a leader in digital healthcare transformation. The design also incorporates clear calls to action, encouraging collaboration and participation from organisations and individuals eager to engage with CoDE’s mission.
With this first brand identity and digital presence, CoDE now has a strong foundation to establish itself as a leader in healthcare innovation. The new branding effectively distances CoDE from outdated perceptions of healthcare technology, aligning it with cutting-edge advancements in the tech industry. The website serves as a dynamic hub for communication, showcasing CoDE’s projects, events, and impact while reinforcing its role as a vital force in transforming primary care. Through strategic design, Spindogs has helped position CoDE not just as a new organisation but as a beacon of change for the future of digital healthcare.
“Working on the CoDE brand and website was an incredibly rewarding experience as a designer, as it provided the opportunity to shape the visual identity of an organisation at the forefront of healthcare innovation. The challenge of balancing a sleek, tech-forward aesthetic with the credibility and trust associated with the NHS Southwest made the project both exciting and meaningful.”
At Smart Energy Homes, it’s not just about what they do - it’s about the impact they create. With a mission to provide affordable and sustainable energy solutions, they leverage government-backed initiatives like ECO4 to help homeowners reduce energy costs while contributing to a greener planet. As the company continues to expand, it became clear that their brand identity needed to evolve.
Previously, Smart Energy Homes lacked a structured branding system that could support future growth. With an increasing number of sub-brands, maintaining a unified yet distinct presence became a pressing challenge. The goal was to develop a scalable, flexible, and visually compelling brand identity - one that would instil trust and confidence in customers, unify multiple sub-brands under a recognisable identity, and stand out in a competitive market. Additionally, the brand needed to be vibrant and engaging, injecting a bold, colourful, and playful personality into its communications to further connect with its audience.
To achieve visual differentiation, each sub-brand - Smart Energy Homes, Smart Energy Business, Smart Energy Solar, and Smart Energy Heating - was assigned a unique geometric shape and a distinct colour palette. This approach reinforced brand recognition while ensuring all services remained visually connected to the parent brand. A dynamic typographic system was also introduced, embedding key messages within logos and marketing materials to enhance brand storytelling.
The overarching brand system allowed each business unit to stand independently while maintaining strong visual cohesion, bringing the vision to life. Approachability was key to fostering trust, while the bold and professional aesthetic ensured credibility in the competitive energy sector. The rebrand also aimed to reflect the company’s customer-first approach, positioning Smart Energy Homes as not just a service provider, but a supportive partner in customers’ journeys toward energy efficiency.
The fresh brand identity was implemented across digital and print platforms, social media, and advertising campaigns. This transformation led to increased consumer trust, as the bold and approachable identity instilled confidence with its audience. It also strengthened brand credibility, reinforcing Smart Energy Homes’ position as an industry leader. Additionally, the company saw higher engagement rates, with marketing efforts resulting in improved interaction and lead generation. With a solid brand foundation, Smart Energy Homes is now well-equipped to continue its mission of making sustainable energy solutions accessible to all. The rebrand has empowered the company to connect more effectively with its audience, enhance its credibility, and establish a lasting presence in the energy sector.
“We’ve added a whole new level of spark to our identity with a colourful and playful rebrand! We’re serious about saving energy and helping families, but that doesn’t mean we can’t have fun while doing it. Our rebrand is a celebration of creativity, positivity, and the joy we feel every time we help transform a house into a more sustainable, energy-efficient home.”
Bradley Wayman, Managing Director, Smart Energy Homes
CLAIRE SWINDELL
We are thrilled to share that we have developed a transformational digital project for NHS England designed to alleviate the pressures faced by GP practices and their staff.
The two-year project, the first of its kind in the UK, is part of a wider strategy to reduce the number of incoming patient calls and on-site drop-ins being experienced at doctors’ surgeries, encouraging members of the public to instead use online booking systems as a first port of call. To help ease the burden, NHS England is aiming for 25% of all appointments to be booked online.
More than 60 GP practices have now adopted the digital platform and to date, a 44% increase in online patient registration and a 66% increase in online appointment making has been reported across sites where the new websites have been implemented. We hope this number will rise over the next year, translating to long-term cost savings through reduced staffing needs, improved efficiency, and better patient management.
The platform created by Spindogs provides GP surgeries with a standardised website that enables patients to easily book, change and cancel appointments online as well as access A-Z guides on health conditions and triage requests digitally. It also allows users to obtain sick notes, request repeat prescriptions, access test results and register with a practice - features designed to improve patient experiences and lessen the workload of overstretched surgery staff.
“More than 60 GP practices have now adopted the digital platform and to date, a 44% increase in online patient registration and a 66% increase in online appointment making has been reported across sites where the new websites have been implemented.”
Following the success of an initial pilot project with the NHS South West Region Digital Transformation team across 17 sites in 2023, we were appointed to work on a second phase of the programme.
To develop the product, we undertook extensive discovery and user testing with GPs, stakeholders, and patients to gain a deep understanding of each visitor’s journey, aligning the website with the NHS visual framework and fully complying with accessibility guidelines. This patient-first approach guarantees a trusted, consistent, and accessible experience for all users, regardless of their device, ability, reading age, or first language. The platform was rigorously evaluated by a third-party accessibility compliance specialist, who lauded its design and usability.
“With so many GP surgeries at bursting point, creating or refining a website simply isn’t a priority in terms of time or financial resources for many of them. However, without an effective website in place, patients understandably turn to calling or visiting instead, which blocks phone lines and increases workload unnecessarily as many of their requests could be dealt with easily online.”
“This project has been more successful than we could have ever imagined, with many of the surgeries we’ve worked with reporting a significant drop in caller numbers, helping to streamline and improve patients’ experiences, reducing pressures on surgeries, and freeing up time for GPs and other staff.”
“It’s a proven solution that works to empower patients to shift to online self-service. Our hope is that the project will be expanded further across the UK to provide a national framework for all GPs that is geared towards meeting the evolving needs of patients.”
Liam Giles, Managing Director, Spindogs
NOT OUR WORDS, BUT THE WORDS OF BRYAN EISENBERG.
ADAM SMITH
Let me be blunt: AI destroyed my business.
Six months after ChatGPT-4 launched, my content agency - once a bustling hub of 60+ writers - collapsed. Clients vanished. Revenue plummeted. Yet here’s the twist: I’m now AI’s biggest cheerleader. Why? Because clinging to the past is a death sentence in marketing. I’ve seen firsthand how AI isn’t just reshaping digital marketing - it’s making it better for businesses and consumers.
And after rebuilding my career around AI, I’m convinced those who embrace it will thrive. Those who don’t? They’ll join my old agency in the history books.
Before we start, let me introduce myself. I’m the Strategic Lead at Spindogs - the one who turns our clients’ real-world needs into smart website and marketing strategies. I make sure every project is built on a solid foundation, and when a little extra boost is needed, I know just when to bring in a touch of AI.
Yes, AI can write blogs. No, it’s not “stealing jobs” - it’s reinventing them. When ChatGPT-4 launched, I thought my content strategist days were over. But I was wrong. AI isn’t replacing writers - it’s empowering them.
At Spindogs, we utilise AI to help establish a content framework. Our systems produce initial drafts, analyse keyword trends and suggest SEO optimisations. However, human input remains essential. Our team refines the tone, adds creative insights and ensures each recommendation aligns with the client’s brand values, resulting in a data-driven strategy that performs well in search and resonates with audiences.
For Hodge Bank, we took this approach a step further. We carried out detailed keyword research and competitor comparisons, and utilised Notebook LM to provide an in-depth EEAT review of the content strategy. In addition, we used AI to develop a set of recommended FAQs and a structured outline of headings to provide context for our suggestions. Importantly, we did not use AI to produce the final content - rather, we created a comprehensive framework explaining the rationale behind each element. This allowed their in-house team to create exceptional SEO optimised content with clear guidance.
HYPER-PERSONALISATION: MARKETING THAT FEELS HUMAN
AI’s ability to analyse vast datasets - browsing habits, purchase history, and even emotional sentiment has transformed how brands connect with consumers. Take ASOS, for example. Their AI-driven recommendation engine doesn’t just suggest products; it curates a personalised shopping experience that feels like having a stylist in your pocket. By analysing millions of data points, AI predicts what you’ll love before you even know it yourself.
For businesses, this means higher engagement and conversion rates. I’ve seen companies achieve a 30% boost in sales simply by tailoring their messaging to individual preferences. But the real magic lies in how this benefits consumers. Imagine scrolling through an online store and seeing only products that resonate with your style, budget, and values. No more irrelevant ads for lawnmowers when you live in a flat, just the vegan leather boots you’ve been eyeing for weeks. It’s marketing that feels less like an intrusion and more like a service.
PREDICTIVE ANALYTICS: MARKETING’S CRYSTAL BALL
One of AI’s most powerful applications is its ability to predict the future. By analysing historical data, AI can forecast trends, customer behaviour, and even campaign outcomes with remarkable accuracy. John Lewis,
for instance, uses predictive analytics to optimise their Christmas ad campaigns months in advance.
For businesses, this is a game-changer. Some companies have reduced wasted ad spend by 40% simply by using AI to identify which campaigns will perform best. But the real value lies in how this benefits consumers. When brands anticipate needs, everyone wins.
Take the UK travel industry as an example. During the post-pandemic staycation boom, AI helped businesses predict surging demand for Cornwall holidays. Result? Consumers found deals faster, businesses avoided overbooking, and Cornwall’s tourism economy stayed balanced. It’s a perfect example of how AI doesn’t just benefit businesses - it creates smoother, more enjoyable experiences for everyone.
THE ELEPHANT IN THE ROOM
BUT let’s not sugarcoat it - AI isn’t perfect. It comes with risks and ignoring them would be crazy. But here’s the thing, every transformative technology has its teething problems. AI is no different.
Here are some misconceptions I hear often:
“AI is Stealing Jobs!”
This is the most common fear, and I get it. When my agency collapsed, I saw 60 talented writers lose their jobs. But here’s what I’ve learned since: AI isn’t replacing jobs, it’s reshaping them.
The businesses I’ve worked with haven’t downsized, they’ve upskilled. For example, one client transitioned their content team into AI content strategists, focusing on creativity and oversight rather than manual writing.
“Some companies have reduced wasted ad spend by 40% simply by using AI to identify which campaigns will perform best”
AI handles the grunt work, freeing humans to focus on what they do best: thinking creatively, solving complex problems, and building relationships. It’s not about humans versus machines; it’s about humans and machines working together.
“AI Lacks Humanity!”
This one makes me laugh. Yes, AI can’t replicate human emotion - but it doesn’t need to. The best campaigns use AI for what it’s good at (data crunching or efficiency) and humans for what they’re good at (creativity and empathy).
Take Burberry, for example. Their AI-driven social ads are sleek and data-optimised, but the brand’s iconic British luxury? That’s all human. AI didn’t replace Burberry’s creative team, it empowered them to focus on storytelling while the algorithms handled the analytics.
The same goes for customer service. AI chatbots handle routine queries, but when things get emotional or complex, humans step in. It’s about balance, not replacement.
AI AS A TOOL, NOT A TYRANT
The challenges of AI aren’t insurmountable - they’re opportunities.
Every major technological shift has faced resistance. The printing press, the internet, social media - all were met with scepticism. But look where we are now. AI is no different. It’s a tool, and like any tool, its impact depends on how we use it.
MY (UNLIKELY) LOVE AFFAIR WITH AI
I used to see AI as the enemy. Now? It’s my ultimate collaborator.
For businesses, it’s a catalyst for smarter decisions and leaner budgets. For consumers, it’s a filter against irrelevant noise. And for marketers? It’s liberation from grunt work - so we can focus on ideas that matter.
To businesses clinging to “the way things were”: my old agency is a cautionary tale. But to those ready to adapt? AI isn’t just the future - it’s your unfair advantage.
I’ve rebuilt my career around this technology, not out of necessity, but because I believe in its potential. The marketing landscape is changing, fast.
The question is: will you lead the charge, or get left behind?
“We have a great partnership with Spindogs for SEO. From refining content to implementing technical SEO changes, Spindogs’ support has been seamless and invaluable. They combine AI with their own expertise to help build a foundation for content generation, while staying on top of the latest digital trends and algorithms.”
Deborah Silver, Website and Savings Marketing Consultant, Hodge
SEAN GILES
Let’s face it. Digital marketing shouldn’t feel like guesswork. But when we inherit client accounts from other agencies or freelancers, we often uncover a familiar pattern: scattergun strategies, vague reporting, and ad spend that’s been poured into the wrong places.
I believe good digital marketing should be transparent, focused, and outcome-led from day one. Otherwise, what’s the point?!
Whether I’m discussing an SEO roadmap or managing PPC campaigns with a client, my approach is rooted in transparency and performance.
So, what happens when you take that solid foundation and add a layer of deep market intelligence on top? You get smarter, faster campaigns that reach the right people at the right time.
That’s where Houston comes in.
As mentioned, it’s not unusual for us to step into digital campaigns that have been managed elsewhere and find some common issues. These might include:
Unclear strategy or vague goals
Keyword targeting that doesn’t match user intent
Monthly reports full of data but short on direction (or no reports at all! How?!) Budget being spent on underperforming ads or irrelevant search terms
Often, it’s not about someone doing a bad job. It’s more a case of digital campaigns drifting without clear focus or optimisation. When insight is missing, even marketers with years of experience can make costly mistakes.
These mistakes are highlighted in the following statistic related to PPC campaigns. “On average, companies waste up to 25% of their PPC budget.”
- Search Engine Land
That’s budget that could be working harder for your business or organisation.
Over more than two decades, the team have built a reputation for delivering strategic, accountable digital marketing. Whether it’s SEO or PPC, our clients know they’ll get:
• Campaigns shaped around clear business objectives
• Regular, transparent reporting focused on outcomes
• Guidance from specialists who understand how to drive performance
• Ongoing optimisation based on what the data is telling us
Clients work with us because they want results, but they also want to understand how those results are achieved. We make the complicated feel clear, and the strategy feel manageable.
That’s our team’s foundational approach – and we know it works. But we also know that for some clients, there’s an opportunity to go even further.
I’ve worked in the digital industry for 16+ years – more than 12 of those years have been at Spindogs. Recently, I spent a few years at another agency and while I was busy doing my thing, the Spindogs team were busy developing Houston!
This isn’t something that has happened overnight. It’s taken the team 3+ years to craft and hone Houston, ensuring it makes the best use of the data fed into it, and providing clear insights for the businesses utilising it.
Put simply, it takes everything we already do well and adds a sharper, smarter layer of data analysis on top.
If you know me... You’ll know I love a good analogy! I can’t take the credit for this (one of my colleagues came up with it), but it perfectly highlights the power of Houston...
Imagine attending a pub quiz and knowing the title of each round in advance. That’s keyword research.
Imagine attending a pub quiz and knowing all the questions in advance. That’s Houston keyword research
We first used Houston internally to assess our own position in the market. The insight it delivered was powerful:
• 809 direct competitors identified
• Along with their SEO and PPC performance relative to Spindogs
“Imagine attending a pub quiz and knowing all the questions in advance. That’s Houston keyword research.”
• 23,864 keywords analysed
• All ranked based on our performance vs our competitors
The information Houston provides means you can identify multiple highvalue opportunities instantly. Using little effort, I could quickly see which keywords we could target to positively impact our position in search result rankings and, more importantly, which keywords we shouldn’t focus on.
Houston gives us a far clearer view of the digital landscape we operate in. Now, we can offer that same level of clarity to clients who want to step up their strategy.
HOW HOUSTON ENHANCES PERFORMANCE
You might have gotten this far and thought “Yeah. So what? I have loads of data collected through my website and PPC campaigns already”. That may be the case, but ask yourself this, are you using any of those datasets to their full potential?
If you said “No”, Spindogs can help!
If you said “Yes” great! Well done! But... are you using ALL your data to its full potential?
That’s where Houston comes in to revolutionise your data. Houston doesn’t just collect data. It interprets it. Then it helps shape your strategy based on what really matters.
Here’s how clients are using it:
Pinpointing Waste
Houston highlights underperforming keywords, showing exactly where ad spend is being lost. That insight allows us to make quick adjustments and protect your budget.
Accelerating Results
Because we can see what’s working across the wider search landscape, we’re able to get campaigns delivering results faster. It’s a shortcut to smarter decisions.
Beating the Competition
Houston gives you a window into what your competitors are ranking for and how they’re performing. That means you can spot the gaps they’ve missed and build strategies that put you ahead.
This tool helps you stop guessing and start prioritising with confidence.
COMBINING STRATEGY AND INSIGHT
The Spindogs team provide you with a solid strategic foundation: experienced digital specialists, hands-on support, and campaigns built around real business goals.
Houston gives you the added firepower to go further, turning data into decisions and insight into action.
Here’s how the two approaches compare:
Even strong campaigns can benefit from better intelligence. That’s where Houston thrives.
FINAL THOUGHT: SMARTER MARKETING STARTS HERE
I know that digital marketing will always involve testing and learning, but it should never be based on hunches alone.
With us, you already get a team who brings structure, clarity and accountability to your campaigns. Add Houston into the mix, and you unlock a new level of strategic depth that makes every decision sharper and every pound work harder.
Whether you’re just starting your digital journey or looking to elevate an existing campaign, there’s no need to keep guessing.
I would love to talk to you about how Houston can help you go further.
AI feels like it’s everywhere - on your phone, powering search engines, and even filtering what you see on your social media feed. So, it’s no surprise that it’s creeping into web accessibility too.
It’s easy to be sceptical and brush it off as something that doesn’t belong here, especially when AI in other areas has been hit or miss, but AI does have some potential when it comes to web accessibility.
The question isn’t whether AI can be useful, but how and when it should be used.
The key thing to remember is that AI should be a tool, not a replacement for actual accessibility knowledge or human expertise. Let’s break down what AI can do well, where it falls short, and why it can be a stepping stone, rather than the final destination.
SPEED AND SCALE
AI is ridiculously fast at processing data and spotting patterns, much faster than any human could manage. This makes it useful for large-scale accessibility checks, where it can scan an entire website in seconds and highlight any potential issues.
For example, AI powered accessibility checkers can crawl through a site and instantly flag missing or incorrect alt text, detect failing colour contrast, and check if the tab order actually makes sense for keyboard navigation. These are all things that would take a human tester significantly longer to go through manually.
AI can also be used to process massive amounts of content at once. If a company has thousands of images without alt text, an AI tool can generate descriptions for all of them instantly. If a website has hundreds of pages with inconsistent heading structures, AI can flag where improvements are needed.
Basically, if it’s a clear-cut Web Content Accessibility Guidelines criterion failure that follows a known pattern, AI has probably got it nailed.
One of AI’s biggest strengths is that it can be used for a variety of accessibility tasks, beyond just detecting issues. It’s not just a checker - it can actually attempt to fix things (with varying success).
Many AI tools can generate alt text or captions on the fly, restructure content to improve heading hierarchy, or even attempt to fix contrast issues by adjusting colours dynamically.
Take AI generated captions as an example. For people who are deaf, hard of hearing or just watching videos in the library, captions are essential for accessing video content. Manually transcribing every video is timeconsuming, and so AI generated captions are often used as a first step. Platforms like YouTube and Zoom have automatic captioning features that, while not perfect, provide an instant baseline level of accessibility.
For smaller teams that don’t have an accessibility expert on hand, AI can help make accessibility more approachable for non-specialists. Hiring a full-time accessibility consultant isn’t always feasible for startups, small businesses, or independent creators, and AI can provide an affordable first step.
For example, many small businesses rely on AI driven accessibility plugins that claim to “make your website accessible in one click.” While these
tools come with their own set of issues (which we’ll get into), they at least provide a starting point for businesses that wouldn’t otherwise have accessibility on their radar.
But, and I can’t emphasise this enough, AI is only the first step. It’s a bit like using spellcheck instead of hiring an editor. AI might catch the basics, but it won’t refine your content the way a human can. The same applies to accessibility - AI can flag problems, but it takes human expertise to truly fix them.
CHALLENGES
CONTEXT AND NUANCE
Remember, AI can’t read the room. It doesn’t understand context the way humans do.
The classic example is alt text. AI might generate a description like “Image of a dog,” which is technically correct, but it misses the point of the image. If the dog is a guide dog assisting someone, that’s a crucial detail that AI wouldn’t necessarily pick up on.
AI struggles even more with complex or abstract content. A chart comparing financial trends? AI might say, “Image of a chart,” which is not helpful. A meme with layered sarcasm? AI probably won’t get the joke. And let’s not even start on AI trying to describe art. Many AI generated descriptions of paintings, photographs, or other visual media completely miss the artistic intent behind the piece.
As an example of this, for Global Accessibility Awareness Day 2024, I hosted a Spindogs quiz for writing alt text. One of the questions used The Fruit Basket, painted by Giuseppe Arcimboldo. Most people at Spindogs accurately described the painting accurately noting the nuance that the fruit is arranged to look like a face, here is one of them:
“A painting of an arrangement of fruit and vegetables that is depicted in such a way as to also appear like an abstract depiction of a human face.”
“Alt text is just a single example where a human touch will always be needed.”
AI’s description of this was:
“A still life painting depicting a basket filled with various ripe fruits, including pears, peaches, grapes, and other produce.”
Totally missed the point.
Alt text is just a single example where a human touch will always be needed. This applies across all AI tools, at the very least, to guide, review, and correct AI’s output.
FALSE SENSE OF SECURITY
AI tools can make it seem like accessibility is ‘handled.’ Spoiler: it’s not. Many businesses assume that because they’ve installed an AI powered accessibility plugin, they’re fully compliant with accessibility laws. The reality is that most of these tools don’t fix accessibility problems - they put a temporary patch on them.
For example, some tools try to “fix” keyboard navigation issues by forcing focus onto certain elements. But this can actually break the experience for screen reader users, making it harder to navigate rather than easier.
True accessibility isn’t just about technical compliance - it’s about usability. AI might say a website passes WCAG guidelines, but only human testing can confirm whether real people can actually use it.
ETHICAL CONCERNS
Personally, I don’t trust AI to make structural changes to a webpage on the fly. Why? Because we don’t always know where it’s getting its information from.
AI relies on massive datasets to generate its responses, and many of those datasets have questionable biases, outdated information, or poor accessibility practices baked in. That means AI can sometimes reinforce bad habits instead of improving things.
And then there’s the environmental impact. Ethics and morality are core to my work, so it won’t be a shock that, alongside accessibility, sustainability is also a huge importance to me. AI data centres are expanding rapidly, and they come with a significant environmental cost:
�� They generate electronic waste.
�� They consume vast amounts of water, already scarce in many places.
�� They depend on rare minerals, often mined in unethical and unsustainable ways.
⚡ They use huge amounts of electricity, contributing to greenhouse gas emissions and worsening the climate crisis.
It’s something we have to consider when we talk about AI as a solution.
THE BOTTOM LINE
AI can help with web accessibility by flagging issues and, in some cases, attempting to fix them. But it’s not a replacement for actual human effort or expertise.
In my opinion, the best approach is a hybrid model - using AI to assist and speed up accessibility work, but always having humans involved to provide context, test usability, and ensure quality.
That being said, AI is evolving fast. The tools we have today may lack nuance and always need a human touch, but in a few years they could be drastically different or, dare I say, better!. If AI becomes more sophisticated at understanding context and real-world accessibility needs, we may need to rethink how we use it. The key is to stay flexible, embrace change and improvements where they genuinely help while staying critical of where AI still falls short.
For now, use AI as a starting point, not the whole solution. A tool, not a fix.
NOT OUR WORDS, BUT THE WORDS OF OREN ETZIONI.
Digital marketing is changing faster than ever. Brands that stick to old ways will fall behind, while those that adapt will thrive. Let’s explore the key shifts that are reshaping how you can connect with your customers.
AI-POWERED MARKETING: FROM BASIC AUTOMATION TO STRATEGIC INTELLIGENCE
AI has moved far beyond simple email scheduling. Today’s AI marketing tools can predict what customers want before they know themselves. Nearly 70% of successful marketing strategies now use AI at their core, with early adopters seeing up to 30% better returns on their spending.
UK brands like ASOS use AI to show shoppers items they’ll love based on their browsing habits. This isn’t just about pushing products - it’s about creating helpful experiences that customers value. Small businesses are getting in on this too, using affordable AI tools to write better content and spot trends in their data.
THE EVOLUTION OF SEARCH: VOICE, VISUAL AND MULTI-PLATFORM DISCOVERY
People don’t just type questions into Google anymore. They ask Alexa, search with images, and look for answers on TikTok or Instagram. About 40% of young people now start their search on social platforms rather than search engines.
In the UK, voice search handles over a billion monthly searches. This means you need to think about how people talk, not just how they type. Your content should answer questions directly and sound natural. Make sure your business shows up where your customers are looking - whether that’s on Google Maps, Instagram, or through voice assistants.
PERSONALISATION AT SCALE: CREATING TRULY INDIVIDUALISED CUSTOMER JOURNEYS
Gone are the days when sending “Hi [First Name]” emails counted as personalisation. Today’s top brands create unique experiences for each customer across every touchpoint. Customer data platforms now let even mid-sized UK businesses track preferences and behavior to deliver relevant content. Ocado doesn’t just recommend groceries based on past purchases - they consider the time of year, weather, and even what similar customers are buying. This level of personalisation builds loyalty that generic marketing simply can’t match.
ZERO-CLICK MARKETING: ADAPTING TO CHANGING USER BEHAVIOUR
Over 60% of Google searches now end without anyone clicking on a website. People get their answers directly in search results or from voice assistants. This massive shift means you need to optimise for featured snippets and direct answers.
For UK businesses, especially local ones, this means creating content that Google can easily extract to answer questions. While this might seem counterintuitive (don’t you want people on your website?), being the source of information builds trust even without a click. The key is making sure these zero-click interactions still lead to business goals through clear next steps.
CONTENT AND CHANNEL INNOVATIONS RESHAPING STRATEGY
TOTAL VIDEO STRATEGY: SHORT-FORM, LIVE STREAMING AND INTERACTIVE CONTENT
UK consumers watch about 100 minutes of online video every day. Short clips under 60 seconds get 30% more engagement than longer ones. Short-form video works because it matches our shrinking attention
spans. Brands like Greggs have mastered TikTok with quick, funny videos showing their latest treats. They don’t just post the same content everywhere - they tailor it for each platform.
Live streaming lets you talk directly with customers in real-time. ASOS hosts weekly live shopping events where viewers can ask questions and buy what they see. These events turn viewers into shoppers much faster than regular posts.
COMMERCE AND SHOPPABLE CONTENT: CONVERTING WITHIN PLATFORMS
Remember when you had to leave Instagram to buy something you saw? Those days are gone. Now people can shop without ever leaving their favourite social apps. Social shopping will hit £70 billion in the UK by 2028. Platforms like Instagram Shopping and TikTok Shop let people buy instantly when they see something they like.
Boots uses shoppable posts to let followers buy makeup shown in tutorials with just two taps. Their checkout process takes less than 30 seconds, which has cut their abandoned cart rate by 40%.
Try-before-you-buy is getting a high-tech upgrade. IKEA’s AR app lets you see exactly how furniture would look in your home before purchasing. This has cut their return rates by 30%.
Augmented reality (AR) works best for products people want to visualise first - glasses, furniture, makeup, and clothes. Virtual showrooms save shop space while letting customers see more options. These tools work best when they solve real shopping problems, not just when they look cool.
VOICE SEARCH OPTIMISATION AND VOICE COMMERCE OPPORTUNITIES
More than half of UK homes now have smart speakers. “Alexa, order more coffee” is becoming as normal as clicking a buy button.
Voice shopping will reach £3.5 billion by 2025. Tesco lets customers add items to their shopping list by simply talking to their Google Home. The key is making it dead simple to order with voice. For your website to show up in voice searches, answer questions directly. Voice searchers ask full questions rather than typing keywords.
RETAIL MEDIA NETWORKS: THE NEW DIGITAL ADVERTISING FRONTIER
Supermarkets and big shops aren’t just selling products anymore - they’re selling ad space too. When you browse Tesco’s website, those product recommendations might be paid ads. Retail media spending in the UK tops £1.5 billion yearly and is growing by 25% annually. These ads work brilliantly because they reach people who are already shopping.
Sainsbury’s media network lets brands target ads based on actual purchase history. This gives them conversion rates three times higher than regular digital ads.
CREATOR ECONOMY: EFFECTIVE COLLABORATION WITH INFLUENCERS AND COMMUNITIES
Working with social media stars has evolved beyond one-off sponsored posts. The best partnerships now build real communities around brands. In the UK market, micro-influencers with 10,000-50,000 followers get 30% better engagement than celebrities. They cost less and their followers trust them more.
“Today’s AI marketing tools can predict what customers want before they know themselves.”
STRATEGIC IMPLEMENTATION AND OPTIMISATION APPROACHES
Knowing about digital trends is one thing. Making them work in your business is another challenge entirely. Let’s look at how to turn these exciting trends into real results.
AI INTEGRATION IN YOUR MARKETING TEAM: NEW ROLES AND SKILLS
The marketing department of 2025 looks very different from today’s. New roles like AI prompt engineers and automation specialists are becoming essential. These jobs now pay 18% more than traditional marketing roles in the UK.
Most marketing leaders (72%) say they struggle to find people with both creative and AI technical skills. The solution? Start upskilling your current team now.
British retailer John Lewis created an “AI Academy” where team members spend one day per week learning new tools. This has cut their external recruitment needs by half while boosting productivity.
Consider partnering with local universities or bringing in specialists to train your existing talent. The best teams blend AI tools with human creativity rather than replacing one with the other.
SUSTAINABLE AND INCLUSIVE MARKETING: BUILDING BRAND VALUES INTO STRATEGY
Today’s shoppers care about your values as much as your products. About 65% of British consumers check a brand’s sustainability before buying.
Campaigns showing real diversity perform 23% better than those that don’t. But beware of fake efforts - customers can spot insincerity a mile off. Boots’ “No7” campaign featured women of various ages, sizes and backgrounds using their actual customers. Sales jumped 30% compared to previous campaigns with professional models.
Make these values part of your core strategy, not just a separate “CSR initiative.” This means sustainable practices should shape everything from your supply chain to your ad targeting.
CHANNEL PRIORITISATION: WHERE TO FOCUS LIMITED RESOURCES
The average UK brand now juggles 7.2 digital channels but only has the resources to properly manage 4-5. Smart prioritisation is key.
Ask these questions for each channel:
• Where do our best customers actually spend their time?
• Which channels drive real business results, not just engagement?
• Can we properly resource this channel with our current team?
Nationwide Building Society focused their resources on just 3 key platforms rather than trying to be everywhere. Their engagement rose by 45% despite cutting their channel count in half.
MEASURING SUCCESS: KPIS FOR THE 2025 DIGITAL LANDSCAPE
Top marketing teams are tracking fewer metrics - but more meaningful ones. Leading UK organisations have cut their KPIs by 30%, focusing on what truly matters.
Move beyond likes and followers to metrics that connect to business goals:
• Customer lifetime value
• Cost per acquisition by channel
• Revenue attributed to marketing activities
Tesco’s marketing team now reports just 5 key metrics to their board, all tied directly to sales and customer retention. This has increased their budget approval rate from 60% to 85%.
DIGITAL MARKETING OPTIMISATION FRAMEWORKS FOR CONTINUOUS IMPROVEMENT
The most successful brands don’t wait for campaigns to end before making improvements. They test and refine constantly. Companies using continuous optimisation see 28% higher ROI than those who don’t.
British Airways tests every email subject line with 10% of their list before sending to everyone. This simple practice has improved their open rates by 34%.
Start small with simple A/B tests, then build a culture where testing becomes automatic. The goal is learning, not perfection on the first try.
We would love to hear what is on your agenda for the remainder of 2025, you can join the conversation on LinkedIn.
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“About 40% of young people now start their search on social platforms rather than search engines.”
15th May 2025
Digital Excellence is the membership sector’s annual digital and membership focused conference & exhibition.
21st - 23rd May 2025
The Social Housing Strategy Forum brings together thought leaders and solution providers in a three-day networking event which promises to inspire and broaden your expertise to add real value and insight back into the organisation.
18th - 20th June 2025
Codegarden is the largest gathering of Umbraco users and developers - a unique annual celebration of all things Umbraco. This one-of-a-kind conference blends learning and collaboration with just the right amount of fun.
20th June 2025
In its second year, the Welsh NHS Sustainability Conference is going big! Delivering sustainable healthcare has never been more important, and this event is designed by those meeting the challenge with sessions focussed on the gaps in sustainability in the NHS.
24th June 2025
Join our team of experts in London for the launch of BARK 14 our in-house magazine for senior marketers.
24th - 26th June 2025
Housing 2025 raises the voice of the housing and wider living sector, providing a crucial space to collaborate, create lasting solutions, and collectively shape the future of housing policy.
Looking to take the next step in your digital career? We’re hiring across departments and would love to hear from you, more details can be found on our careers page www.spindogs.com/careers. Alternatively, scan the QR code below.
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For two decades we’ve evolved alongside the latest technologies to create bespoke digital solutions for a variety of sectors. This includes building new websites, developing intuitive systems and taking established businesses to the next level with transformational rebrands.
We work with global clients in housing, automotive, membership, financial services and the public sector – to name a few!
We care about the same things our clients do – brand visibility, lead pipeline and the bottom line. In essence, realising client success is what gets us out of bed in the morning – your success is our success.
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We pride ourselves on sharing our insights and knowledge through regular events for our clients, where our experts are able to answer questions, educate and inspire! This season included BARK Live! Cardiff and London and Wales Week in London, and many more.
Until next time...