As a marketing leader, the pressure to deliver immediate results while simultaneously future proofing your brand has never been more intense. Yesterday’s strategies are obsolete, replaced by a new focus on creating personalised and authentic customer connections. This shift to an “Authenticity Revolution” is not a fleeting trend but change in how brands must operate to survive and thrive. Fuelled by the exponential growth of AI, success now depends on balancing technological power with genuine human connection.

The travel industry is undergoing a seismic shift. A new generation of ‘conscious travellers’ is emerging, driven by a deep-seated desire for sustainable and responsible travel experiences.

As consumer brands enter the most critical phase of the retail calendar, the opportunity to dominate the market lies not just in promotions or pricing, but in powerful, culturally resonant content. The "content period" — the phase leading up to and including peak retail moments like Christmas — is a battlefield where attention is currency. Winning here requires more than volume; it demands strategic storytelling, real-time engagement, and bold experimentation. 

TikTok Shop has quietly become one of the most powerful forces in beauty retail. 

During last year’s Black Friday, it generated over £79 million in sales and hosted more than 30,000 livestreams, proving that live selling has moved from side experiment to central strategy. 

Beauty brands were among the first to see its potential because no other format lets them demonstrate, educate and connect with audiences in real time. But the opportunity is now far bigger than driving impulse purchases. Live selling has evolved into a place where brand storytelling, product discovery and purchase happen in the same moment. 

Brands are in a ‘consumer attention’ era, where competition is fierce, and to make an impact you need more than just visibility. Brands need to create authentic consumer moments that matter. In a world where consumers are constantly bombarded with noise, simply having a brand isn’t enough. Consumers want experiences and moments that make them feel something real. That’s where brand activation comes in.

Unlock brand growth by understanding consumer behaviour. This article shows how creative insights drive data-driven creative and a powerful content strategy. Build emotional connections, not just clicks, to foster lasting loyalty and measurable revenue. Move beyond metrics to meaningful, sustainable success.

Garden of Life UK partnered with THG Studios to develop a versatile collection of visual artificial intelligence (AI)-influenced assets to be used across its online presence – a beautiful collection befitting the home of clean supplements.

A 2018 rebrand from Disney Store to ShopDisney saw the closure of many physical stores and a decrease in brand awareness and sales. In an effort to turn these figures around, the brand wanted to return to its magical and much-loved 'Disney Store' roots, but without feeling too dated and nostalgic.

Winning Christmas had never been so important, or so difficult for a supermarket brand. Post-Covid Christmas cancellations, 2022 was a big year for the festive season. Expectations were at an all-time high, and the role for brands during the Christmas-ad season had grown to new heights in the John Lewis era of powerful and moving festive storytelling, creating social media buzz and anticipation.