The buying journey has tripled in length and gone partly invisible. If your campaigns are still optimised around the final click, you're harvesting demand you're not creating. Here's what's changed and what to track instead.

If April was about planting seeds, May is when things start to bloom. Two bank holidays, Eurovision, the Met Gala, Cannes, Chelsea Flower Show, Mental Health Awareness Month and a calendar packed with content opportunities from the genuinely meaningful to the brilliantly silly. May is one of those months where the energy of the country, and much of Europe, noticeably lifts, and the best brands ride that wave rather than fight it. The mood shifts in May. People are outside more, spending more,...

April is where Q2 really begins. From Easter bank holidays and April Fools' campaigns to Earth Day, the London Marathon and the return of terrace season, this month is packed with content opportunities for every kind of brand. Here is your full guide to making the most of it.