For years, the sponsored post was the whole deal. Now the strongest creator partnerships start with an experience, and the
In June 2015, after the Smiler crash at Alton Towers left five people seriously injured, Merlin’s chief executive Nick Varney
Another November, another inbox full of “BIGGEST SALE EVER” subject lines. When every brand is offering 20%, 30% or 50%
The October edit Trumpets in the bathroom. Dinner five metres below the North Sea. A ring that needs its own
Reach tells you how many people saw something. It doesn’t tell you whether anything changed as a result. That gap,
New year, new me. Except apparently, we’re not waiting for the new year anymore. The September reset has taken over
On the biggest morning of his career, announcing Sainsbury’s proposed merger with Asda, chief executive Mike Coupe sat waiting between
For fifteen years earned media has been the awkward middle child of the marketing budget; loved in principle yet squeezed
Follower count is easy to read on a dashboard. It’s also, increasingly, one of the weaker signals of creator value.
A creator makes content. An influencer moves behaviour. On paper, that’s a small distinction. In practice, it’s one of the
