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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.

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Podcast: Evolving KPMG's iconic brand for growth

Siegel+Gale’s branding experts go behind-the-scenes for a look at an exceptional brand-building case. Together they explored how to transform an iconic brand, including how to use data to achieve alignment, how to bring brand-led experiences to life and how to use design to express business strategy.

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For new CEO/CMOs looking to drive change...

New leadership can be both a challenge and an opportunity for a company. For example, a new CEO may want to change the course of the company and need a brand story and refreshed identity to signal change to employees, customers, and the industry. In this episode of Branding 101, our experts discuss how we can help new leaders leverage thoughtful branding solutions to catalyze a new vision, as well as activate organizational and industry change.
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In their words: Financial Services navigating challenges

'In their words', Siegel+Gale’s ongoing Chief Marketing Officer study series, surveys marketing leaders across diverse industries with an eye to the many impacts and changes wrought by the Covid-19 pandemic era.
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5 x brand building tips for the coming wave of corporate M&A

The economic meltdown caused by the Covid-19 pandemic will have severe secular repercussions in the US, Europe and around the world. The financial reengineering and corporate restructuring soon to occur is certain to result in a spate of mergers, acquisitions and divestitures. Some of these transactions will be domination plays, where financially stable market leaders will acquire vulnerable competitors, coveted technologies or entry to new markets.
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Show Me: Beyond the category- how to boldly go where your brand hasn't before

It’s hardly news that innovation is at the heart of brand progress but it can look risky, particularly when you’re considering taking your brand into new categories. Discover the strategic secrets behind successful brand expansion and how brands have propelled into new categories. We've covered the key questions that inspired innovation for some of the biggest names in the game.

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Can Tech Rewrite Its Wrongs?

TBWA's cultural intelligence unit, Backslash, released a global study examining society’s complex relationship with technology. According to global Backslash research, the majority (52%) of people are concerned about the direction new technology is headed. Backslash's zine confronts this growing techlash head-on and asks: “Can Tech Rewrite Its Wrongs?” More than an observational report, the zine outlines clear opportunities for businesses to get on the right side of tech’s history.
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Backslash 2023 Edges

In a time where cultural shifts play a key role in a brands ability to disrupt their categories, it has never been more important for organisations to have their fingers on the pulse of culture. More than a trend report, Edges are defined as meaningful cultural shifts. In the face of cultural complexity, Backslash, the cultural intelligence unit powered by the global TBWA collective, offers Edges as a way to codify the chaos and map out a strategic blueprint for the future.
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Social Commerce and Direct-In-Platform Shopping

As social commerce evolves, platforms are focusing on Direct-In-Platform (DIP) shopping, and retailers should be following suit.The future of ecommerce marketing is in the hands of those who connect the dots and master algorithms. We’ve seen the rise of online shopping accelerate as a byproduct of the pandemic.According to Accenture, social commerce is expected to grow three times faster than traditional ecommerce and will reach a value of $1.2 trillion by 2025
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Craving some sunshine after the cold? Check out our Expedia Rewards campaign!

We created ‘The Check-In, ’ a handy monthly travel update for all Expedia Rewards members. The Check-In combined wander-lust-inducing travel content with rewards points, data and dynamic ‘nudges’. Helping members better understand their Rewards points and be more inspired with where and how they could use them. Visit our website to learn more.
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Think Forward 2023: Sports Edition

One of the major focuses for us as an agency is to dive into arguably the biggest crisis facing sport. Why do the next generations coming through seem to be switching off from sport? So we’ve taken a closer look some of the evolving trends within Gen Z culture, so that we can start to decode, translate and understand what is really going on. What we’ve found is that when you dig deeper, you start to uncover some really interesting cultural advancements.
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Reimagining Brit(ish)ness

In the wake of Brexit and historic lows in consumer confidence levels last year, we decided to undertake some proprietary research to evaluate the state of Britain’s brand today in the eyes of the nation. We polled over 2,000 men and women with 10 questions about Britain and its values and culture to get a read on the nation's mood and sentiment. Have a read and see what you think?
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Unwrapping the Gender Pay Gap

The latest figures from Marketing Week show that the gender pay gap is not closing quick enough (in fact it's slowing). In this month’s column, our CEO Helen James delves into the multi-faceted reasons why women are choosing to opt out of senior roles, how this is a problem at the core of the gender pay gap and why fixing it needs to get back to the top of the agenda for businesses and brands. Read more here.
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Should body neutrality be the new body positivity?

Is body neutrality the new body positivity? There’s always been an evolving standard of beauty and feminine ideals in advertising. This month, Helen James looks at society’s obsession with the female bodily form & beauty for Marketing Week. Read the full article here.
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Beyond the Box Tick - An Action Plan for Representation

When it comes to representation, it's time to double down on advancing the inclusion agenda. In collaboration with five industry experts, we've identified key insights and built an action plan to increase representation.