Sign in Register
Search Creativebrief

Begin typing to see results

Insights

Cancel
View Insight
Insights

Macho, Macho, Not So Masculine, Man?

In the wake of Barbie-mania over summer and headlines dominated by the rise and fall of Andrew Tate, we wanted to explore what masculinity means for people in the UK. We partnered with GWI to undertake proprietary research to step out of the Mojo Dojo Casa House and question what masculinity really means for UK consumers. Read more in our exclusive report below.
View Insight
Insights

How airlines can take off with simplicity-first solutions

By taking a simplicity-first approach, airlines can resolve complexity and help alleviate some of the most stressful and painful moments throughout the passenger journey. Here are some examples:

View Insight
Insights

PrettyGreen Introduces The Play Book Report

Want to make the most of your marketing budget when it comes to planning activations on cultural calendar days? Take a look into our new Play Book report about behaviours in the leisure sector, revealing new insights into how UK audiences are spending their time and money in 2024. Download your preview PDF here linking to the full Play Book report.

View Insight
Insights

The Weber Forecast

This week's snippet from The Weber Forecast is AI sceptics are reclaiming a centuries-old term; neo-luddites. A growing number of them are gaining public awareness with extreme attitudes towards the dangers of AI, believing humanity has around five years left. The decline of social media, yearning for pre internet times... there's a growing sense of techno-pessimism in wider society. Want more Forecast? Email [email protected]
View Insight
Insights

The Weber Forecast

This week's snippet from The Weber Forecast is authentic activism. Gen Alpha prefer to engage in digital protests on platforms like Roblox, for example the Virtual March to Retire Big Oil. Online offers a new form of activism which appeal to different personality types. Allowing more people to make protesting more personal to them. There is a decrease in performative activism and a shift towards authentic and meaningful forms. Want more Forecast? Email [email protected].
View Insight
Insights

The Weber Forecast

This week's snippet from The Weber Forecast is smoking is hot! People are struggle to quit nicotine, even though we know its harmful. Disposable vapes are popular with younger people and in the UK these have been banned, causing outcry. What’s so addictive about nicotine? Last year the Guardian suggested the shared experience and thrill of connection often experienced in smoking areas can be a draw, as young people crave intimate moments. Want more Forecast? Email [email protected]
View Insight
Insights

Brand Elevation in the New Era of Luxury

Spring believe that brand marketing isn’t just the mandate ‘du jour’, it’s essential to growth performance. Whether a mass, premium or luxury player, there’s opportunity to elevate the audience experience of your brand: raising distinction, connecting more deeply to consumers’ communities and driving relevance in culture. Discover in this paper, Spring's 5 principles of brand elevation.

View Insight
Insights

FANDOM IS DEAD. WELCOME TO FANCOM.

Our Sport & Entertainment division celebrated our twentieth anniversary by launching our supercharged strategic collective, Passion Pulse, and our new approach to connecting brands to consumers through the things they love. Read our report below and experience our reshaped brand identity on our new website - https://sportandentertainment.mcsaatchi.com/
View Insight
Insights

The Weber Forecast

This week's snippet from The Weber Forecast is the return of appointment TV. Since the start of January, 'Traitors Fever' has taken over the UK. For the first time in a long time it felt like we were all finally engaging in a shared experience. Nick Hilton described the excitement around the show as the “beginning of a rebellion against the illusion of choice offered by streaming”. we kind of hope it is to. Want more Forecast? Email [email protected].
View Insight
Insights

Social Media Trends Set to Define 2024

2024 will see social media become one of the most important marketing channels for brands. As the platforms evolve, we’ll be presented with fresh new opportunities, challenges, and unanswered questions. In our latest Social Media Trends Report, Luke Taylor and Calum Macdonald Ball, Heads of Social & Influencer at McCann Content Studios are delving deep into the key trends shaping 2024.
View Insight
Insights

World's Simplest Brands

From where they shop to how they communicate, people put a premium on experiences that are easy to understand; transparent and honest; caring for and meeting their needs; innovative and fresh; and useful. In short, simple.
View Insight
Insights

The Weber Forecast

This week's snippet from The Weber Forecast is the disappointment in dating. It has been reported that people are falling out of love with dating apps, singles are becoming tired of swiping, and looking for new ways to meet people. Increasing numbers of young people are staying. Can brands change the conversation about what we consider success to be in our younger years, focusing on personal development rather than social and romantic? Want more Forecast? Email [email protected].
View Insight
Insights

How CMOs can simplify their brand experience

In today’s rapidly evolving market—a world riddled with complexity—simplicity has emerged as a driving force behind successful brand experiences. Head of Strategy, EMEA, Rishi Dhir, delves into the concept of brand experience and unveils why the best brand experiences have simplicity at their core.

View Insight
Insights

The Weber Forecast

This week's snippet from The Weber Forecast is the rise of silly subvertising. Recently we have seen brands using parady to cut through - and we think 2024 will be the year that see more ads and products get created with the intention of being spoofed. When Balenciaga unveiled a $900 skirt that resembled a bath towel, IKEA was quick off the mark to parody the item with its £16 alternative. Cleverly tapping into culture. You love to see it. Want more Forecast? Email [email protected].
View Insight
Insights

The Weber Forecast: UNLOCK24

What is to be expected in 2024? In our UNLOCK24 Weber Forecast we deep dive into the top trends that we think are going to shape the landscape in the coming year. In this report we look into the next generation, the tide turning on influencers, entering into ‘panopticontent’, returning to a simpler lifestyle and all the political events. To find out more, read our report to see our predictions for 2024.

View Insight
Insights

Think Forward 2024: The Social Reckoning

Think Forward 2024 identifies five trends that we expect to play out on social media over the next 12 months. Here you can see an overview of each of these trends and discover how Think Forward could help shape your brand’s marketing strategy in 2024. The report is compiled by our cultural insights team, gathering insights across its 19 global markets. We combined this with interviews with external experts to help us understand broad cultural context and voices outside the mainstream.