Trend
The end of ‘Social-First’: The new era of culture-led creativity
By Tom Sneddon
Tom Sneddon argues that the real shift isn’t away from social, but beyond it.
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Why sport needs characters, not just champions
Personality, authenticity and storytelling help audiences better connect with sport.
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GymNation launches world’s heaviest billboard
By Nicola Kemp
The biggest gym chain in the Middle East has claimed a new media first with the launch of a billboard weighing one tonne.
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The creator economy: Why consistency is king
Investment into long-term creator partnerships ensures brands get the most out of the creator economy.
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Rising through life: Generational wisdom unlocked
The latest TEDxGreekStWomen event delved into the possibilities of generational exchange.
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Why relevance will decide which brands win Halloween
By Thomas Ives
Horror is back in a big way and brands have the opportunity to capitalise on the cultural calendar moment.
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Laughing all the way to the bank: how humour can save you a fortune
Brands are paying the cost of dull and must invest in joy, writes Troy Farnworth.
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McDonald’s World Menu Heist steals coveted international menu items
The menu is made up of eight of the brand’s most-loved products from around the world.
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Only one in three ads connect with Gen Z
By Nicola Kemp
System1’s Seeing Gen Z report reveals a growing gap between representation and real emotional connection.
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Why global travel retail needs a rethink
By Jim Carless
Most brands are missing the point when it comes to maximising the opportunities in retail travel, writes Jim Carless
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Liquid I.V. taps Jill Scott for social sauna series
By Nicola Kemp
The social series, created by VaynerMedia, is designed to stop consumers scrolling.
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Are in-house agency creators the next step in the influencer economy?
As creator fees continue to rise brands are responding by embedding them within their brands.
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Consumers push back on AI slop
By Nicola Kemp
Research from Billion Dollar Boy reveals that ad spend on AI-generator content is on the rise despite pushback to ‘AI Slop’.
Trend
UK marketing budgets slowly return to health
The latest figures from the IPA Bellwether report see marketing budgets revised upward following a cautious H1.