Superson

05/10/2026

The same technologies. The same efficiencies. The same promises. In B2B, the race to get ahead can leave everyone looking remarkably alike. Being better still matters, but customers need a reason to choose you that competitors can’t simply buy or copy. That’s the power of brand.

We’ve been diving deep with two of our specialists, John Grant, brand strategist, and Eva Zahrawi Ruiz, Marketing & Brand Director at The 2nd Half. John highlights the need to think about how your content becomes part of your client's content. Could my buyer use this in a presentation to their board? Eva makes a point: the brand is the business and the business is the brand. You must run both in parallel.

Tell us your challenge, and we'll match you with a specialist. Book a call (link in comments). ⚡

28/08/2026

Mid-market businesses aren’t all scaled-up small businesses, and they aren’t enterprises in waiting either. They’re ambitious, fast-moving, entering new markets, building bigger teams, and navigating more complexity, all without wanting the bureaucracy that comes with size. Yet B2B marketers often treat them with the same lightweight onboarding, entry-tier support and assumptions, just with a bigger price tag.

Revenue and headcount only tell you so much. Look at how the business actually operates, understand its growth and challenges, and talk to more than one person. A CFO sees growth differently from an operations leader.

Full story; https://eu1.hubs.ly/H0xVzwl0

28/08/2026

For most B2B marketers, Reddit has been easy to ignore. That’s getting harder. Not because Reddit reinvented itself, but because search did. Buyers are increasingly looking for answers from people, and Reddit is where the unfiltered version lives. For agencies, that’s the opportunity - finding out why the existing plan isn’t working. The objections buyers won’t tell sales. The language they’d never use in a research interview. Reddit won’t fix your pipeline. But it might expose what will.

Full story; https://eu1.hubs.ly/H0xVNKH0

25/08/2026

🚀 We’re looking for an Account Lead, a hybrid who seamlessly bridges account relationship management with hands-on executional delivery (project management skills). Based in Helsinki, this role is about acting as the operational engine and a trusted sparring partner, maintaining project momentum while identifying ways to further elevate the client partnership. Find out more and apply here: https://eu1.hubs.ly/H0xQgQ60

24/08/2026

Our Rachna Dhall-Haasnoot and Chris Friend share what inspired them to work together as a business and creative duo. From first impressions and strategy to productive paranoia and confidence. ⚡🤝

Full story now live on LBB - Little Black Book (link in bio).

17/08/2026

We're thrilled to share that our APAC Managing Director, Antti Toivonen, has been appointed to the 2026 YouTube Works Awards Southeast Asia Grand Jury; leading the inaugural Best Use of AI for Creative category.

The category asks the right question: not whether AI was used, but how it was used. It evaluates campaigns on Human-AI Synergy. Antti and his panel will be looking at how human creative talent leveraged AI as a catalyst, not a replacement. That's a standard we believe in at Superson, and we're stoked Antti is part of shaping what it looks like in practice.

He joins the Grand Jury alongside senior figures from WPP Media, Publicis Groupe SEA, Grab, McDonald's Malaysia, Nestle, Omnicom Media Group and more.

17/08/2026

05/08/2026

The click used to be visible proof that attention had turned into intent. But now people are discovering and forming opinions about brands without visiting the original source. Marketers need to create value where attention exists, build trust and become memorable before the customer is ready to act. 👆

Full article; https://eu1.hubs.ly/H0xsktV0

05/08/2026

Generative Engine Optimisation has had marketers umming and ahhing and even exposing silos and inconsistent messaging. But GEO isn't a marketing problem; it's a business one. The priority is understanding what AI already believes about your brand, where that view comes from and closing the gaps.

Full article; https://eu1.hubs.ly/H0xs7Kx0

03/07/2026

Superson snapshots from (https://eu1.hubs.ly/H0wHLYv0) 2026 Our eyes and ears have been on the croisette during the festival of creativity. Inspired and overwhelmed by all new connections and conversations during the week. Now it’s time for unpacking our memories from the world championships of marketing. How was it for you and what are your resolutions as the start the new year after the summer? 💪🧠🏖️🎩