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Is your brand being wallpaper on social media?

Get ready to soak up the wisdom of Calum Macdonald-Ball, the Head of LIVE at McCann (the agency behind Aldi’s social media fame), as he spills the beans on the new rules for nailing your brand's tone of voice on social media. These are the secrets that can supercharge your brand and give you a serious edge in expressing your brand personality in this fast-paced digital playground.
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"What are we doing about AI?"

There can’t be many brands or businesses which haven’t considered the impact of AI on their business in recent months, and the action they need to take to address it. As senior leaders in boardrooms everywhere ask the question, ‘What are we doing about AI?’, the advertising industry should be following suit.
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ALL TOMORROW’S STORIES: THE FUTURE OF REPRESENTATION ACCORDING TO GEN Z STORYTELLERS

The future of representation is of the utmost importance to WeAreSocial as an agency. Our Charter For Change details our commitment to better representation both internally & in our output, allowing us to create work that is progressive and represents different cultural & social values. So with this in mind, we sent a survey to 1095 of Wattpad’s UK community & interviewed a panel of 8 the most committed readers & writers, all of whom were from underrepresented or marginalised communities.
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RETHINKING VALUE DURING A COST OF LIVING CRISIS

We’re currently living in a permacrisis, with multiple overlapping crises and major cultural shifts impacting our day to day lives. From wealth inequality, to distrust in institutions, and of course, climate change. In a time when our behaviours in culture and on social media are changing significantly, Rethinking Value examines people’s attitudes to value – how it’s expressed and what has changed in the current climate.

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You Can Run, You Can Hide, But You Can’t Escape “The Ick”

This is the first article of McCann London’s Atomic Soup series. A collection of sharp provocations and quirky insights written off the back of their creative brainstorm sessions, Atomic Soup. Fuelled by diversity of thought and blended with cultural truths from their global network, Atomic Soup is an accelerated swarm designed to generate ideas that catch fire in culture and build brands. In this session, led by planner Jo Costello, the McCann network explored the ick epidemic.
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The Truth About Gen Z

The Truth About Gen Z places lived experience at the heart of its analysis. With over 30,000 participants across 26 different markets, our proprietary data represents a truly global investigation into Gen Z culture. And backed by our new Gen Z Anthropologist Network—a global collective of young, impassioned voices acting as our eyes and ears on the streets—this study offers intimate and varied perspectives from the generation that we’re all closely watching.
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The Truth About A Well World

The Truth about a Well World is a global initiative that aims to build a world in which everyone can thrive. The cornerstones of the Well World initiative are two recent Truth Central studies, The Truth about Wellness and The Truth about Sustainability. We have coupled together these studies because we believe the two topics are inextricably linked: a healthy population is dependent on a thriving planet, and a thriving planet is dependent on a healthy population.
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Truth About Britain 2022

The Truth About Britain 2022 study demonstrates how cultural stories of Britain have evolved in view of contemporary experiences of Britishness and highlights key areas where the British experience is shifting.
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Tastemakers Council Report 2023

With the goal of redefining and rethinking the world of luxury, McCann Worldgroup’s Luxury Practice brought together a 2023 Tastemakers Council to discuss the ongoing mission to “lead a rich and insightful cultural conversation about the future of affluence.” Still, the question on everyone’s mind was, with the world on fire, why are we talking about luxury?
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Dear Creative Partner, It's Over: I'm Leaving You For AI

AI is getting seriously better at mimicking Art Directors and Copywriters. But if it’s that good, why aren’t we all leaving our creative partners for it? Our creative duo G/Jems give their opinion on the impact of AI on creative partnerships.

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Intro to Gen Z Paradoxes

Investigating this power generation in cities with high Gen Z populations and fast-growing economies: Manchester, Mumbai, Lagos, Nigeria; Houston, and Shenzhen, we uncovered a paradox. Gen Z claim to seek out brands reflecting their own values, but there is a real disconnect between what they say and how they buy. Across three categories – food & drink, technology and fashion – our research confirms there’s a gap open for brands to jump into and grow.
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Let's Kill The Attempts To Be Worthy And Embrace Entertainment

Sometimes a brand's meaningful role is to provide joy, escapism and entertainment.
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Sandie Dilger's cultural "cliff notes" for brands

In the face of cultural complexity, our cultural intelligence unit here at TBWA, Backslash, recently launched their 2023 Edges as a way to codify the chaos and map out a strategic blueprint for the future. Acting as her cultural “cliff notes”, our CSO, Sandie Dilger, shares her five key takeaways for brands as we look to start planning for 2024.
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The Automation Revolution that isn't ChatGPT

The advertising industry will be turned on its head by AI tools, but ChatGPT won’t be among them, argues Leagas Delaney boss Gareth Davies.
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The Belong Effect - 2022-23 Report

Updated research - 8000 Gen Z and Millenials in UK, US, Canada, France - to understand how brands can harness the power of communities to create belonging. In 2022's research, we learned that participation in member-owned vs brand owned communities is twice as effective and 9 in 10 will buy from brands linked to their communities. Check the report for more bite-sized insights.

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Why B2B branding is more important than ever

For years, many B2B brands invested more in sales and product than in brand marketing, the conventional wisdom being that superior specs and personal relationships would win the day. Today, however, it’s clear that strong brands are just as crucial in B2B, where they enhance effectiveness of demand-generation activities, lower the cost of sales, and command a price premium.