January 16th 2025

Three Things on a Thursday: What the Zuck is going on?

BITE’s round up of the most read stories this week span Love Island, Channel 4 News and the positive chimes of the Bellwether report.

Georgie Moreton

Deputy Editor, BITE Creativebrief

For everyone expecting to ease into the new year, it seems 2025 has had other ideas.

From Mark Zuckerberg’s announcement that he plans to fire Meta’s US fact-checkers, to the ongoing Supreme Court trial of TikTok in the US that has seen teens flock to Red Note, the news cycle has been dominated by social media platforms. Despite brand safety rising up the marketing agenda social media platforms are starting the new year throwing brand safety concerns to the wind.

Meanwhile for marketing leaders seeking light at the end of the marketing tunnel the IPA Bellwether has painted a somewhat gloomy picture of the year to come. Concerns around the impact of Rachel Reeves’ October budget is causing brands to pull back on spending. Yet, with the BBC reporting inflation has dipped, consumer confidence could finally start to rebuild.

The news this week underlines that the advertising does not exist in silo.

As an industry we so often strive to connect with and engage in culture that keeping abreast of what is going on in the world is now marketing 101. Keeping up with the pace of change might feel like a full-time job, but being able to weigh in on the issues that audiences care about is essential for smart brands that aim to remain relevant.

What the Zuck is going on?

Zuckerberg’s anti-fact-checking announcement is set to make Meta even more of a Wild West. For brands that have already been concerned about safety on the platform, they may have no choice but to turn away. Channel 4 however leaned into the announcement this week to highlight its role as a trusted source of news.

The tongue-in-cheek campaign, created in house by 4Creative and the Channel 4 marketing team saw a touring van feature the strapline: ‘We fact check the Zuck out of our news’. The van earned media coverage by visiting Meta’s London offices and the Houses of Parliament.

The campaign sees Channel 4 weigh in on the cultural conversation to connect with audiences at a time when mistrust is at an all-time high. A masterclass in staying abreast of what is going on in the world to drive cultural currency as a brand, the campaign proves the power of reactivity.

Channel 4:: Read the article here

IPA Bellwether signals a cautious start to 2025

Kicking off 2025 with just a small ray of sunshine poking through the clouds, the IPA Bellwether cited small growth against a backdrop of pessimism.

"Given the significant economic and geopolitical challenges that UK companies are facing, this latest IPA Bellwether Report paints an understandably cautious picture. However, it is encouraging to see that, despite these headwinds, UK companies are increasing their overall marketing budgets,” says IPA Director General, Paul Bainsfair.

UK companies revised marketing budgets up marginally in Q4 2024 after flatlining in Q3 due to Autumn budget worries and continued cost of living pressures. Yet, the findings of the Bellwether point to modest, but nonetheless, growth in 2025 for adspend.

Across categories, main media spend took a hit in Q4 2024. While you might be hard-pressed to go to an industry conference without someone citing ‘the long and short of it’ such cuts prove that short-termist thinking in times of economic hardship persists. One of 2025s biggest challenges may be instilling confidence.

IPA:: Read the article here

Boots recouples with Love Island for seventh series

January doesn’t need to be all doom and gloom. At least not for the Love Island All-Stars who have jetted off to sunny South Africa to give finding love another go. One of the show's most long-lasting relationships is its partnership with Boots.

For the seventh consecutive series, Boots is returning as Love Island’s official beauty partner and will supply the villa with over 150 beauty brands to make use of.

The partnership sees Boots showcase its wide range of premium makeup, fragrance, skincare, suncare, grooming, indulgent bathing, haircare, and salon hair on air, while Love Island fans will be able to shop the products on the dedicated Love Island app and Boots website.

The ongoing relationship proves that for some Love Island works long-term, serving up some sun and escapism in the dark days of January.