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Conversations on culture

2024 was a year of chaos and contradictions. You couldn’t blame brands for not being able to keep up with it. With a year as fast paced and erratic as this, one question went begging: what will next year be like? So Truant set out on a mission to compile all of the cultural milestones of 2024, break them down into five central themes, and present evidenced based predictions on what 2025 will bring us from a cultural viewpoint.

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Truth About Escapism

Escapism is a fundamental human behaviour that has shaped our world for centuries, and McCann Worldgroup’s latest truth study ‘The Truth About Escapism’ explores escapism in all its forms. It drives creativity, innovation, and well-being, with 91% globally feeling the need to escape - fuelling a $9.7T "Escape Economy." Discover more about our latest "The Truth About Escapism" report.
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Growing with purpose - DEPT® recertifies as a B Corp

At a time when organizations are scaling back on sustainability and DEI, DEPT® is staying the course. The marketing and tech services company has officially recertified as a B Corp, becoming the first global agency to achieve this milestone. Proving that rapid growth and responsible business can go hand in hand.
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Why 2025 is the time for for indies to narrow the gap with networks

At a point when networks are making redundancies, indie agencies can offer staff and clients something different.

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THE Year Ahead: Safeguarding The Agency/Client Relationship

A good agency/client relationship is a critical success factor – for either party and marketing effectiveness, too. Yet, pressures on this relationship have never been greater. And there’s little, if any, indication of this improving as 2025 gets underway. So, what can we do?

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2025 Trends: The Future Belongs to the Impatient

The time to move forward is now. Because the future belongs to the impatient. AI transformation is a phenomenon happening right now—and it is set to define the success of brands, businesses, and organisations in 2025 and beyond. In this AI trends report, we dive into AI transformation in 2025, featuring what’s ahead and how you can transform your brand.
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Capturing fragmented audiences in the media industry

In today's media landscape, audiences are fragmented across platforms like TikTok, YouTube, and CTV. To stay competitive, media brands should shift focus from broad reach to deeper engagement. Strategies include navigating algorithm-driven media, tapping into niche communities, creating platforms for diverse audiences, and leveraging in-person experiences to enhance connections and capture market share.
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The telco transformation

DEPT®'s report explores the telecom industry's shift from connectivity providers to digital service enablers. With 5G, AI, and edge computing advancements, telcos must evolve to offer comprehensive digital solutions. The report addresses pressures from tech disruptors and rising demand for seamless experiences, highlighting opportunities for adaptable telcos. Key topics include AI operationalization, 5G monetization, edge computing, and reimagining business models for digital transformation.
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The pragmatic guide to prototyping AI-enabled digital products

AI-enabled products offer significant opportunities for brands by enabling highly personalized digital interactions. To create effective AI products, testing is crucial, which requires building prototypes. Traditional prototyping methods fall short for AI, where dynamic responses are key. A new methodology is needed to evaluate AI products. This guide outlines how to maximize value in AI prototyping and the initial steps for developing AI features that meet customer needs.
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Stand up to stand out. What can charity brands learn from challengers.

Charity brands can amplify their impact by adopting a challenger mindset—embracing bold, culturally relevant strategies to maximise attention with minimal resources. This includes using humour, distinctive brand assets, and clear messaging to engage audiences. Building community and challenging norms helps charities stand out, fostering deeper connections and driving change. By thinking like challengers, charities can cut through the noise and make a bigger difference.
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We asked Chat GPT to write a Halloween ad, so you don’t have to

We put AI to the test by asking ChatGPT to write a Halloween ad, revealing both its potential and limitations in creative storytelling. While AI can generate ideas quickly, it lacks the human insight, wit, and emotional depth needed for truly great advertising. The experiment highlights why creativity still requires human ingenuity to craft work that resonates, engages, and surprises audiences in ways that AI alone cannot.
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Influencer Marketing - the new multiplier

When executed correctly, influencer marketing can work harder at grabbing your audience's attention and raising brand awareness, than traditional advertising channels. Neil Hourston, one Chief Strategy Officer & Founding Partner explores this topic, citing findings from our recent Lexus campaign.

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Building your Brand as a Content Creator: Expert Tips from a Talent Management Agency

Influencer success isn’t just about followers—it's about building your personal brand. Define your niche, align with your audience, stay authentic, and deliver quality content with professionalism. Our Talent Director Claire Miles joined Advertising Week to discuss how brands value creators who resonate, engage, and embody their message.
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Funny Business

Humour is a powerful yet underused tool in advertising. This article explores why brands often avoid comedy and how taking creative risks can strengthen audience connections. It highlights the effectiveness of humour in cutting through the noise, fostering emotional engagement, and boosting brand recall. With insights from industry experts, it makes the case for embracing laughter as a strategic advantage in marketing.
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Planning For The Best

The head of planning at Quiet Storm Adele Meer on the research vs introspection debate, the four Cs, and "on the spot planning"
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How Real People Feel About...No/Low Alcohol Drinks

It’s that time of year again. Having overdone it at Christmas, an estimated 8.5 million Brits will be abstaining from alcohol for the month of January - the biggest Dry January yet. More than a quarter of the “sober curious” want to cut down all year. Many are turning to no or low alcohol drinks as alternatives. So what's the appeal? How are attitudes changing? And do any barriers still remain? We spoke to some Real People to get their views.