Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.
The shift in consumer attitudes, not technology, is the most profound shift in marketing with significant implications for brands.
By Izzy Ashton
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With this campaign for No.1 Living, Hatched is forging towards a new era of more mindful marketing where consumer well-being is increasingly core to branding.
By Izzy Ashton
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Listening is perhaps one of the most important yet under-utilised skills in marketing according to distillery’s Managing Director.
By Izzy Ashton
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Guinness has successfully broken boundaries when it comes to rugby sponsorship. With the Rugby World Cup underway in Japan this month, the team behind the brand’s ground-breaking campaigns took to the stage at #BITELIVE19 to share what’s next.
By Izzy Ashton
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Pack of Lies aims to champion transparency in the beauty industry, encouraging both conscious consumption from consumers as well as holding the brands creating products to account.
By Izzy Ashton
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#BITELIVE19 saw the CEOs of Ella’s Kitchen and Havas London take to the stage to discuss B Corp certification as they pave the way for a new era of purpose led business.
By Izzy Ashton
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A 2019 report from think tank Credos found that advertisers fall behind bankers and politicians when it comes to winning people’s trust. Today’s consumers are demanding transparency from brands they choose to buy from, especially from those that may have previously not been partial to trust.
By Izzy Ashton
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Almost 4.5 million older people claim to have felt lonely in later life according to research conducted by Cadbury and Age UK, while 225,000 older people often go for a week without speaking to anyone.
By Izzy Ashton
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As part of a new breed of environmentally first start ups, Archie Wilkinson founded Lifesaver to have a positive impact, whether that be for the people he employs, the business he runs or the planet we so depend on.
By Izzy Ashton
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The figure of the handmaid, clad in red, her head covered by a white hood has become a symbol of the time, a cultural emblem that has moved to represent the suppression of women’s rights, particularly reproductive rights.
By Izzy Ashton
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The latest campaign from Bernardo’s and FCB Inferno, ‘Hyena’, aims to capture the terror and pain of what being bullied as a child feels like, all the while directing the viewer to the life-changing work the charity offers.
By Izzy Ashton
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While there has been many a discussion had around the gender or ethnic recruitment gap, not much time has been given to exploring the disability employment gap in the UK.
By Izzy Ashton
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ITV CEO Dame Carolyn McCall on wellbeing, resilience and workplace culture.
By Izzy Ashton
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Purpose has arguably fast become the most overused and misunderstood term in advertising. However, Andy Last, CEO of MullenLowe salt is determined to prove that tackling social issues can drive business growth.
By Izzy Ashton
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Textile production currently contributes more to climate change than international aviation and shipping combined. This is no longer about just the biggest companies making a change. It is up to each of us to examine our consumption.
By Izzy Ashton
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