The brands winning on social all have one thing in common We asked 2,000 UK adults when they last saw brand content that genuinely stood out as different or unique. Only 10% said within the last month. One in ten. In a world of more content, more AI, more output than ever before, the vast majority of what brands are posting is completely forgettable. That's not a creative problem. It's a commercial one.   Everyone showed up to stand out. So nobody did. The playbook of the last decade told us to post more, chase the algorithm, jump on trends, [...]

Social in the Age of AI: Just because we can produce more content, does that mean we should? We’ve entered the era of infinite content. Social content can now be created faster, cheaper and at a scale that would have been unimaginable just a few years ago. AI has removed production bottlenecks. It drafts copy in seconds, video in minutes and can generate dozens of variations of a concept before your tea has gone cold. After years of asking “how do we create enough content to keep up with the algorithms?” this feels like the breakthrough we’ve all been waiting [...]

This Christmas, we've been looking out for locals at the local Last week we transformed our local pub, the Sutton Arms, into the ‘Santa Arms’ to bring Islington residents together – at a time of year where loneliness hits the hardest. In partnership with Age UK Islington, we treated local guests to live music, drinks, mince pies and gifts. And enjoyed lots of brilliant conversation! Supporting our local community has always been incredibly important to us, so helping residents in this way and donating to Age UK Islington has made it a Christmas we’ll cherish for a long time. Season’s [...]