Sections → Creator & Culture
The creator economy from the brand side: seeding, casting, UGC and cultural timing. Why a few partnerships compound and most are rented attention that stops the day the invoice does.
Explainer · 5 min
Influencer seeding is sending product to creators with no fee, no contract and no obligation to post. The brand gives up control over whether coverage happens at all, and gets in exchange the one thing a paid placement cannot buy: a recommendation the audience believes.
Beauty · 4 min
The traditional playbook for beauty marketing used to be simple: hire a face, film a glossy ad, and wait for the results. But in 2026, that...
Consumer Behaviour · 4 min
Logging Off as Luxury: Building Brand Affinity for the Offline Generation There was a time when luxury was defined by visibility. It meant a prominent logo...
Brand Strategy · 4 min
Sponsorship’s a legacy game. Whilst heritage fashion houses spend millions to plaster their logos across centre court at Wimbledon or line the red carpet at Cannes,...
Beauty · 4 min
Let’s face it: your customers have officially developed a "sixth sense" for traditional advertising. They can spot a high-budget, over-produced studio campaign from a mile off,...