AW SHORTS – BRANDS + MARKETERS

Before you can sell anything, you must establish trust, and credibility. That’s exactly what Aversano sought to do for The Cigna Group.

Consumers crave to connect face-to-face, not just within online communities. Sephora, Lululemon, Selleb and Tecovas are standout examples of brands tapping into this human impulse.

What’s they key to a successful influencer campaign? Keep things simple, stay flexible and always have a backup plan. Nail those, and your brand could be next in line for a viral moment.

Creating memorable campaigns requires strategic planning that begins with collaborative ideation and culminates in tangible brand experiences.

Marketers who embrace this shift by reframing purchases as smart investments, offering small luxuries that still feel attainable, and aligning with deeper consumer values will win.

Brands that fail to see that aren’t just outdated – they’re actively choosing to lose. The money, the influence, the future of spending power is right in front of us.

By identifying the core memories that their customers want to ignite, and by bringing them into the modern age with a fresh and relevant take, brands can evoke the positive emotions that come flooding back when reminiscing about simpler and fondly remembered times from our childhood.

With UK box office revenue totalling £979 million in 2024 and strong prospects for 2025 across both cinema and VOD streaming, the industry presents a wealth of opportunities for brands.

It’s time we all stepped up to create more pathways and authentic advertising. How will your brand drop the needle on diversity in 2025?

Customer success is your most valuable player. But it’s not just about playing the game; it’s about being prepared to change it, lead it, and redefine what success means repeatedly.

The passage of true love is anything but simple, but all brands should be chasing it.