At a time of technological disruption, disintermediation, and complexity, it’s never been more important to be human-first. Whether working for a consumer brand, healthcare firm, tech company, or building corporate reputation, we never lose sight of whom we’re communicating with. Real people.
We believe it’s not enough to earn attention. Brands must earn connection by meeting people where they are, with something they value. At the heart of every connection is a spark – when insight, culture, and media collide. The right spark connects people and ideas, igniting movements, shifting mindsets, and creating moments that matter.
We are the human-first agency.
Microsoft wanted to drive attendees to The Copilot Tour, a series of events providing insights and examples of Copilot. Current Global crafted the marketing materials, agenda and event content. After five events, we achieved more than 4,000 engaged contacts and 809 attendees.
With over 100k communities about every topic imaginable, there’s a place for everyone – to talk about anything – on Reddit. Including the current state of London’s tote bag hierarchy – a hotly contested topic that made headlines in the Mail Online and The Independent.
To showcase Tata Communications’ capabilities in broadcasting some of the fastest sports on the planet, we gave media a behind the scenes tour of the broadcasting facilities at the Formula E season finale in London, landing coverage in TechInformed.
In the lead up to its maiden voyage in 2025, Riyadh Air unveiled its cabin crew uniforms from couture designer Ashi. Media briefings, a media mixer and fashion show at Paris Haute Couture garnered coverage in Financial Times, Grazia, Vogue Arabia and live on BBC Business Today.
Reddit's r/football sees 880,000+ fans using the platform to discuss the beautiful game. After years of toying with the idea, the r/football community announced its sponsorship of Redditch United Football Club. The news was celebrated on Reddit and in nationals including City AM.
A grassroots comms campaign aimed at creating Microsoft AI advocates in EMEA's legal industry. Reaching the right audience and sparking conversations about Copilot, campaign content generated over 100,000 impressions and 13,000 minutes of video watched on LinkedIn.
We partnered with Flipside to launch Family Experience stores across EMEA with a creative PR toolkit. Insights led our creative: the stores are ideal for stressed-out parents who want a meal out where everyone in the family is happy, even the hardest to please (the kids).
INRIX, a global leader in transport data, wanted top level coverage for its latest edition of the Global Traffic Scorecard. Masters with data storytelling, our UK team secured significant print and online coverage including the BBC, The Times, Telegraph and The I.
Heinz announced the launch of a new solution for ketchup lovers who sometimes get a little carried away - the world's first-ever ketchup insurance policy. The insurance aims to alleviate the stress and inconvenience of everyday ketchup spills. And won a Cannes Lions in 2024.
As dating costs soared, the Date Night Pass offered couples exclusive, affordable Date Nights for a year, tapping into drop culture to drive FOMO and sales. The pass sold out quickly, reaffirmed Applebee’s as a fun-loving brand in touch with its guests and saw us head to Cannes.
Microsoft President Brad Smith held a keynote speech at the IAPP AI Governance conference, followed by a media roundtable. Media briefings led to numerous pieces of coverage in influential European policy media including Bloomberg, Politico and MLex.
When Steve “DOLLARITA Steve” Mazzari “slammed dollaritas” during an earthquake, a local news channel captured the aftermath and Steve became a local legend. Our client took note and we turned a viral news interview into an organic brand activation – helping us head to Cannes.
We've gone live with a multimarket toolkit and media relations for the newest doggie nutrition snacks, Zesty Paws – all part of being an integrated team with Initiative who are providing paid media for the European launch. Another fine excuse to talk about our best friends!
Illumina welcomed HRH The Princess Royal to mark DNA Day, with 150 students taking part in sequencing a strawberry! Current Global provided media relations support, leading to positive coverage highlighting Illumina's commitment to future scientists.
Working with Microsoft’s Corporate & Legal Affairs group in EMEA, we’re supporting the team’s lawyers evangelize to their peers on how GenAI tools like Copilot are changing how they do their jobs – creating videos that are simple, authentic and sharable on LinkedIn.
With Microsoft we created a virtual event exploring AI’s impact on the future of work. With speakers from the likes of McKinsey, Korn Ferry and Microsoft’s EMEA president, we created a half-day session that attracted 1,400 senior business leaders from across Europe.
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