Sign in Register
Search Creativebrief

Begin typing to see results

Insights

Cancel
View Insight
Insights

Introverts Need Exercise, Too. How Can Sports Brands Up Their Game With Us?

Despite a growing love for fitness, many introverts feel sports brands don't resonate with them. They enjoy running, swimming, and cycling but avoid highly social activities like triathlons and "bro energy" environments. While they value premium sports gear, they dislike shopping at stores that feel like nightclubs. Introverts like sports' vulnerability and creativity but seek brands that acknowledge their less social fitness journey.
View Insight
Insights

How to reduce the sustainability price premium

To make sustainability the norm amid a cost-of-living crisis, marketers must reduce the sustainability premium. Key strategies include building brand demand, reinvesting extra sales into customer value creation, and aligning customer and environmental benefits to enhance brand credibility.
View Insight
Insights

Football’s fashion own goal

Football should leverage its fashion potential, as Lionel Messi’s pink Inter Miami shirt made Vogue's top ten list. Despite being the world's biggest sport, football lags in fashion influence compared to basketball and tennis. Paris Saint-Germain excels by collaborating with top fashion brands. Other clubs should follow PSG's lead, treating kit launches as major branding opportunities and not just sports merchandise.
View Insight
Insights

The Super Bowl: How Sporting Events Supercharge Brand Campaigns

As Super Bowl LVIII in Las Vegas features the Chiefs vs. 49ers, the spotlight is on the commercials. Major sports events like the Super Bowl are golden opportunities for brands to capture undivided attention in a hyper-personalized world. Live sports resist on-demand streaming, making real-time viewing and ad breaks culturally significant. Brands must creatively integrate to maximize impact, as seen with Apple, Budweiser, and Coca-Cola.
View Insight
Insights

How Generative AI Can Improve Your Marketing Game

AI in marketing isn't just about enhancing current processes but uncovering new opportunities for effectiveness. It can generate meaningful data assets, use synthetic personas for real-time feedback, and provide insights by combining public and proprietary data. This helps marketers understand audience behavior and predict outcomes. Additionally, AI supports data talent by enhancing their tools and capabilities, empowering them to deliver better insights and value to the business.
View Insight
Insights

AI & Us

Using AI to fuel creativity, not to replace the spark of inspiration ????! Our Creative Strategist, Chris Brown, takes a look at how we are using creative AI tools within the creative process to supercharge our work, creating better, more efficient campaigns to drive positive change for purpose-led businesses.

View Insight
Insights

The Unlucky 13: The Most Overrated Design Practices of 2024

In the ever-evolving world of design, some trends are sometimes slavishly followed, but are they holding us back? Our latest bitesize insights piece dives into what we believe to be the most overrated trends and why it's time to rethink them, or ditch them altogether.
View Insight
Insights

Navigating Success in Global Travel Retail

Post-covid travel is well and truly booming. Whether domestic travel or further afield, we not only want to get away, but travel in style. With planes, trains, and cruises the pillars of this new travel landscape, GTR is wide open for brands to build new connections with voyagers. In our latest Show Me, we set sail on this new ocean of opportunity, investigating which brands are blazing the trail and the lessons we can take away for top deck GTR experiences.
View Insight
Insights

Real Talk - episode six

Steven Sambooks, Creative Strategy Director at global media platform Teads, calls BS on current methods of establishing creative and media effectiveness. Steven thinks ad effectiveness metrics don’t go far enough to measure holistic audience behaviours. Measuring clicks and view times only gives advertisers a partial insight into who is paying attention to their campaigns. Download to read our five key takeouts…
View Insight
Insights

Bridging Cultures, Shaping Markets

The influence of Overseas Chinese on the global luxury landscape
View Insight
Insights

The Impact Balancing Act - Impact Report

Marketers are under pressure to achieve more with less—tight budgets and limited time—balancing commercial success with cultural impact. Our 2024 Impact Report, "The Impact Balancing Act," developed with The Marketing Society, explores marketers' evolving roles amid changing consumer behaviors, sustainability, technology, and global markets. It examines how business leaders navigate today's fast-paced environment, balancing objectives and actions.
View Insight
Insights

Real Talk - episode five

Pregnant Then Screwed's , Lauren Fabianski, calls BS on adland initiatives for working parents not resulting in significant change. The conversation discusses how working parents can be supported in adland, the importance of flexible working, and how it’s important to ensure audiences are represented in the makeup of a business. Download to read our five key takeouts…
View Insight
Insights

Brand promises, delivered: the philosophy within

“We will be the number one restaurant in the world.” That’s what restauranteur Will Guidara wrote on a cocktail napkin whilst sitting in a hotel bar after the prestigious World’s 50 Best Restaurants awards ceremony in 2010. That year, Guidara’s Eleven MadisonPark in New York had placed last on the list. There was nothing to smile about and Guidara and chef Daniel Humm needed to do a lot of work to climb the ranks of the world’s most sought-after fine dining experiences.
View Insight
Insights

Magnum ice cream on creating new use occasions (Podcast episode)

If your product has a level of seasonality or occasion, then this is an episode for you. In the winter months, ice cream sales drop by up to 50% in the UK. But there are markets with harsh winters where sales don’t drop at all. So it’s not simply an issue of climate, but of behavior. Our Head of Planning, Camilla Facin, talks to Ben Curtis, Global Brand VP of Magnum, about what influences that behavior and the role of mental and physical availability.
View Insight
Insights

Real Talk - episode four

IPA Lead , Josh Krichefski, calls BS on the perception that London is the heart of adland. This perception has led to the belief that only in the capital can you find the best agencies or build a great career. But Josh believes London’s role is overblown, and that great talent can be found across the country. IMA’s Global Client Director Imogen Blackwood also joins the discussion. Is now the age of the regional agency? Download to read our five key takeouts…

View Insight
Insights

The Silver Culture Project

BBH London has launched ethnographic research highlighting the attitudes, interests and desires of older people and offering brands advice on how they can best tap into the often misunderstood demographic. The Silver Culture project aims to help the advertising industry address its biggest blind spot - the over 65s, a lucrative audience with more time, more money and more purchasing power than any other generation.*