Trend

New work order: What coronavirus has taught us about what we want from a workplace

With a split in appetite for where we choose to work in the future, what might this mean for transitioning our workplaces and the ways in which we work?

By Emma Caselton & Freddie Simmonds, Seymourpowell

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Creative effectiveness in the new normal: No silver bullets

Daren Poole, Global Head of Creative, Insights Division at Kantar explores what truly makes a brand creatively effective.

By Daren Poole, Kantar

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“Clients get the work they deserve”: How British Gas and The&Partnership showed they are 'Here to Solve', even during coronavirus

Gone was Wilbur the Penguin and the animated world; in his place was ‘Here to Solve’ focused on driving a change of perspective and shifting consumer perceptions.

By Izzy Ashton

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Purpose Disruptors invite the industry to be part of The Great Reset

A new movement has launched which aims to use the creative industry’s talent and influence to help ensure the positive environmental behaviours developed during lockdown become a long-term shift in society.

By Izzy Ashton

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Bodyform’s #wombstories cut a swathe through the shame surrounding women’s bodies

A ground-breaking new campaign marks a step-change for the depiction of the lived-experience of women in advertising.

By Nicola Kemp

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Why community is the future of fashion culture

The fashion industry is reflecting the shifting market, recognising that engaging directly with consumers becomes a powerful marketing tool; the consumer becomes the influencer.

By Izzy Ashton

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“We are on the right side of history if we speak out”: MRSpride on advocacy, representation and insight

MRSpride’s event explored the power of agency, the importance of partnerships and of telling marginalised stories in mainstream culture.

By Izzy Ashton

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Understanding the true meaning and value of brand responsibility

Brands that take responsibility have the power to contribute towards meaningful change in the world, says Lee Casey, Co-Founder & Creative Director at Hatched.

By Lee Casey, Hatched

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From festivals to out of home when everyone was at home

How HUN Wine and TBWA pivoted its marketing strategy to bring lightness to lockdown with wine in a can.

By Izzy Ashton

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Broadcasting without borders: How brands can stop the cycle of cultural appropriation

Duncan Parkes, Co-Founder & Creative Director at CellarDoor asks, why do so many brands still fall short on the statements they make?

By Duncan Parkes, CellarDoor

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“If you’re one team, trust is built within it”: How Persil and MullenLowe pivoted to celebrate staying home during lockdown

The brand that has long been the proponent of Dirt is Good and outdoor play, suddenly had a new tagline to offer.

By Izzy Ashton

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Brands must adapt to social commerce, or be left behind

As social platforms become serious e-commerce channels, Oli Booker, Head of Paid Social at Reprise UK outlines how brands must adapt and embrace new opportunities now, or risk being left behind.

By Oli Booker, Reprise UK

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The anti-panic buying model”: How Bother and Wax/On are simplifying the weekly shop

Douglas Morton, Founder of Bother and Ben Hooper, Creative Partner at Wax/On on the power of collaboration, brand self-awareness and being inspired by disruption.

By Izzy Ashton

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U OK UK? Why brand purpose is more important than ever

Ben Bilboul, CEO of Karmarama & Managing Director at Accenture Interactive introduces a new report to help the marketing sector understand the changes in customer priorities taking place during lockdown.

By Ben Bilboul, Karmarama / Accenture Interactive

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Brand experiences: New themes of engagement

For an industry that thrives on creative problem solving, Dan Keene, Director of Brand Experience at ENGINE believes the future of brand experiences is bright.

By Dan Keene, ENGINE

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