The Trapeze Media Blog
Practical marketing insights, SEO, and paid media — without the fluff.
Think, then prompt: AI and human ingenuity in digital marketing
AI can produce 40 ad variations before lunch, but it can't tell you you're targeting the wrong people. On platform dependency, the limits of automation, and why human judgment is still the thing worth paying for.
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5 things every brand needs to know about AI search
What two experts taught us about trust, third-party credibility, Reddit, reporting tools, and why ‘don’t be boring’ is still the best advice going.
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How your business can (easily) appear in AI searches
A guide on what the data actually says about AI search in mid-2026, what moves the needle for hyperlocal businesses, and what’s just noise.
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The IAB confirmed it: hyperlocal is the future of marketing
A few years ago we decided to focus our efforts on 'hyperlocal' marketing. This was because I could see that it was going to get harder and harder to track and trust the information we would be fed by platforms as interests and insights on consumers. So it was super exciting to hear that the IAB see 'Localism' as what they predict to be the direction of travel for brands by 2030.
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SEO to GEO: how local businesses can win in the age of AI search
“GEO.” “AIO.” “AEO.” All these new SEO acronyms bring Old MacDonald Had a Farm to mind…As the way people get information shifts from search engines to answer engines, brands need to ensure their SEO strategies are ready for the age of AI.Especially if you’re a business who relies on local discovery: restaurants, gyms, salons, health clinics, pubs, hotels, venues, independent retailers, etc.It’s not something to get intimidated by. It’s something to get excited about!
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The new ‘Less Healthy Food’ ad rules: what you need to know for 2026
On 5th January 2026, a major shift hits the UK advertising ecosystem: the ‘Less Healthy Food & Drink (LHF)’ restrictions finally come into full force.If you work in food, drink, retail, hospitality, QSR, delivery, or anything faintly resembling a snack… don’t panic! There’ll certainly be some adjustments to make, but these rules don’t have to completely throttle your brand creativity.The sector has been stress-testing the rules since October 2025 under a voluntary compliance period, and the Advertising Standards Authority (ASA) have now released full guidance.There’s a lot more clarity, but also some lingering grey areas (especially around influencers, everyone’s favourite topic…), so let’s break it down.
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How brands can prepare for the UK ‘Less Healthy Food’ ad ban
CAP (the Committee of Advertising Practice, who are responsible for the UK’s advertising codes) has now published a consultation on final draft guidance for advertisers on the LHF restrictions.
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Influencer marketing: do ‘less healthy food’ laws change the game?
In hospitality marketing, welcoming an influencer for a free meal or inviting them to an exclusive event has been a tried-and-true tactic since the prehistoric era of the social internet.
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3 marketing campaigns that deserved a standing ovation in July 2025
Some ad campaigns completely redefine how we think about creativity, media, and brand confidence.We’ve picked out three recent examples that stood out for their originality and ability to cut through the noise (which is increasingly hard to do these days).
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