Ideas + Opinions - Hybrid Theory

The digital agenda for brands + agencies

Business has changed. What does that mean for B2B?

Only 20% of B2B buyers say they hope to return to in-person sales. Digital methods of targeting have assumed a new level of significance and the B2B purchase journey has taken on new shapes, making sophisticated targeting more essential than ever before. Here is Hybrid Theory’s guide to better B2B targeting.

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How do we advertise effectively in the age of data privacy?

Today, consumers are acutely aware of the heightened increase of their data being monetised to advertise to them in the much-interconnected world we live in – this is the age of data privacy.

International Women’s Day 2021 with Female Leaders at Hybrid Theory

Today we join the world in celebrating International Women’s Day, and catch up with two of our female leaders at Hybrid Theory. 

Partnering with the Conscious Advertising Network

Hybrid Theory are pleased to announce to be joining the Conscious Advertising Network (CAN) as a commitment to the six manifestos set forth by the CAN principles.


The Cookieless Future: Don’t Be Scared

For years, the digital advertising industry has relied on third-party cookies to identify, track and target individuals online. But concerns about opaque and intrusive practices have mounted among users and regulators, and in January 2020 Google announced its intention to phase out third-party cookies from its market-leading Chrome browser by 2022, signaling the technology’s demise.

Black Friday + Cyber Monday 2020

There’s little doubt that Black Friday – and the holiday shopping season in general – are going to be very different this year. The global pandemic has forced retailers to avoid long lines, crowded stores, and hustling shoppers. This means that the 2020 holiday shopping season is going to be especially complicated, as retailers grapple […]


Travel Tracker: October, 2020

Our updated Travel Tracker features key insights for global travel marketers across APAC, EMEA, and North America.

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Travel Tracker: August 3, 2020

Our updated Travel Tracker features key insights for U.S. travel marketers.

Travel Tracker: June 22, 2020

Our updated Travel Tracker features key insights for travel marketers.

Travel Tracker: June 9, 2020

Check out our latest Travel Tracker, updated to include data through May 27, 2020.


The outlook for CRM in a COVID and post-COVID world

CRMs have been around a long time now — in martech years at least. But they’ve had to withstand some challenges. For some brands and organizations, marketing automation is at the core of the martech stack; for others, a CDP is the single source of truth. This is the first part of our look at […]

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Can retailers do Christmas virtually this year?

While shoppers in England stay home and parts of Scotland prepare to enter another lockdown, can retailers navigate through the peak Christmas trading season using virtual measures to engage with them?

What will the UK’s second lockdown mean for advertising?

Here we are then. Lockdown 2.0. Lockdown Part Two. Lockdown Strikes Back. For the advertising and marketing industry, where Zoom calls and excessive drinking were an almost everyday occurrence long before COVID-19, the hope is that this new lockdown doesn’t do anywhere near as much damage as the last did – a feeling shared across […]

The Need to Take a Fresh Look at Consumer Data

COVID really means rethinking customer data and journeys from the basics up. Our understanding of data-driven marketing and advertising has changed in the last six months, evolving into a real reflection of what is occurring with consumers in the changing economic, health and social environment.

"Hybrid Theory have successfully kept results within and under CPA targets and are constantly looking for new and innovative ways to optimise our campaign to drive the most efficient results. Further to this, the day-to-day account management we have received has been phenomenal."

Simi Gill
Digital Account Manager, The Kite Factory