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Articles & Reports
The "Sweet Treat Economy": Why little luxuries are thriving in hard timesIn the face of economic uncertainty, consumers are finding reassurance in small indulgences, leading to the emergence of the “sweet treat economy”.
The Rise of CGI: Transforming the Marketing and Advertising LandscapeWhat is CGI? CGI, or computer-generated imagery, is the creation of visual content with technology, a technic that involves 3D modelling, animation and rendering to produce lifelike visuals ranging from fantastical worlds to hyper-realistic product rendering.
Empowering Change: The Role of Agencies in the Booming FemTech IndustryThe FemTech industry has experienced a recent boom in the market. Innovative products have been supported with bold campaigns, born out of the need to address long-standing problems that women have been facing in the health industry.
Out of home and into your mindOut of home (OOH) advertising is a powerful tool in any marketer's arsenal. When used effectively, it enables brands to leap into the public consciousness, tapping into the ever-evolving consumer landscape and embedding themselves in the cultural lexicon.
How creatives are navigating the ethical and moral boundaries of AIWe’ve seen Donald Trump being wrestled to the ground by police officers, Pope Francis looking swanky in his puffer jacket, and a recent series of Taylor Swift inspired explicit deepfake images.
Was AI the biggest talking point in marketing for 2023 (besides the Barbie movie)?With the latest digital innovations now bringing AI to the forefront of marketers' minds - how will these new tools redefine creativity in 2024?
The Double Standard of Sex Appeal: Sex sells, but not for women
Thanks for Watching my Christmas Ad! Please Like and Subscribe …Christmas ads in 2023, brands compete for online metrics and impressions and success is measured not only by sales but also by views, engagements, and impressions, emphasizing the importance of creativity to make a lasting impact .
What the metaverse means for brands and agenciesThe metaverse was first coined almost 20 years ago by Neal Stephenson in the science fiction novel Snow Crash. He described the metaverse as being a virtual space where people could present themselves digitally. Smart guy.
Where does great creative work come from, really?The strength of the agency/client relationship is in fact the most important variable influencing marketing success. The relationship is the ‘magic sauce’ for creativity.
The Metaverse: A New Way for Banks to Engage YouthsAn array of brands are beginning to build a metaverse infrastructure. One industry however has not been quick off the mark...banking.
Rise of the Finfluencer: top takeaways for any FS brand looking to leverage influencer marketingThere’s a bit of an elephant in the room when it comes to the playing field of influencer marketing in the financial services space...
Why brands need to target more personallyIn a world where everything is rapidly moving and consumers are expected to retain information at lightning speeds, it’s undoubtedly imperative for brands to stand out. For the sake of this article, we’re going to take a deep dive into the world of loyalty in partnerships and personal targeting in marketing.
Brand Partnerships
What brands do consumers want to see at Festivals in 2023?With FMCG brand budgets on the decrease across live events, which brands should be investing in festivals? 1000 festivalgoers reveal all.
How to authentically recruit and connect with consumers via brand licensing in 2023In today’s world, it’s not just about sales and flogging products - brands must stand for something and be a part of positive change that earns loyal and prospective customer’s respect. The licensing industry must pivot in line with this in order to remain relevant.
Brand partnerships across live experiencesIdeating new ways to excite consumers during covid was a tough task. In 2020, the world of in-person came to a halt, but brands got creative to fit the new mould of the virtual world.
Authenticity and Culture in Brand PartnershipsPartnerships, either with other brands or celebrities, can be incredibly successful tools for brands to establish their cultural credibility, build deeper emotional connections with their consumers and raise their brand profile.
The brands reaching new heights with live experience partnerships post covidAny live experience that didn’t don a brand partnership pre-covid was a missed opportunity. Back then, live experiences and brand partnerships came hand in hand, and brands rejoiced in the ability to reach new audiences, rake in the revenue and rally full steam ahead on product launches in new and creative ways.
Festival season may be over, but brand activation is back.In the face of the summer season’s initial collapse, which began with the decision to reschedule Glastonbury despite their efforts to move ‘Heaven and Earth’, festival season returned. The window of opportunity for brands looking to build an in-person connection on a level playing field (quite literally), finally reopened after 2 years of music lovers waiting to dance, thrash and stage dive without the risk of infection.
The Perfect Partnerships that need to happen in 2022!Ingenuity's top 20 choices for Brand Partnerships that we cannot believe haven't happened
Brand partnerships and e-sports post pandemicAt the start of 2020, and the global pandemic, the brand partnerships team here at Ingenuity predicted a high rise in interest of esports and brand sponsorship collaborations.
Growing your partnerships in 2021-22A 5-point plan in driving new relationships with brands
Interviews, Panels, Debates
Growing in Grocery: The Northern FMCG Debate 2023Watch a panel of experts depate the forcing driving the transformation of FMCG
CDMO at L'Oréal talks their marketing mixWe sit down to discusss the Marketing Mix at L'Oréal
The Marketing Mix of Lloyds Banking GroupA unique look at the Marketing Mix at Lloyds Banking Group.
Cultural Moments, Impact on Brands and the Fempowerment Wave with Helen JamesWe sat down with Helen James, CEO at CPB Europe and talked watershed cultural moments and the impact on brands riding the fempowerment wave.
The Experts Shaping the Future of the MetaverseThe agencies leading the metaverse-agenda come together to answer the important questions
Alcohol RoundtableWith the market for Low & No products having exploded over the last couple of years and the growth showing no signs of slowing, it is an incredibly exciting time for the category
Staying in TonightFollowing the explosion of eCommerce sales in 2020, and the ever-increasing popularity of DTC services and last-mile delivery apps in 2021, the question is: where are the opportunities for drinks brands?
Drinkin CultureWe look at the evolution of the opportunities for drinks brands in brand partnerships, particularly how to engage with fans by tapping into contemporary culture
Green Friday?With sustainability key for brands going forward, how can that be aligned with the idea of Consumerism and Black Friday?
Rise of the FinfluencerA roundtable taking a deep dive into the rise and impact of influencer marketing across financial services
Nobody does it Meta...How to grow brands in the MetaverseThis video discusses how Web 3 is defined by ownership and control over privacy, the importance of brands being authentic in this space and what opportunities are available at every brand’s fingertips.
Agency Intel
Key observations about agencies in the NorthThe Northern brand and agency scene is evolving at a rate of knots. There’s no shortage of creativity and agency talent for a consultancy like Ingenuity to nurture and support, which I personally find hugely exciting.
The Top Agencies Building Brands In The Metaverse One Year OnWhich forward-thinking agencies should marketing teams and procurement professionals have their eye on? As part of my Agency Hotshots series, here are my Top 11 Metaverse Moguls for your perusal.
Top Agencies that Practice and Preach SustainabilityThese are our top 11 (10 is never easy...) agencies leading the charge, delivering purpose-led sustainable creative, comms and strategy in no-particular-order.
Top 10 Social, Content & Influencer AgenciesThis list highlights the hot shot social content & influencer marketing agencies. Not necessarily the huge network agencies that have social and content arms within their suite of services, but also the independent up and coming agencies that are home to the most creative social marketing wizards.
Top Performance Marketing Agencies Post PandemicROI makes the world go round; everybody wants to prove the value of their campaigns and outputs. Yet, there are only a handful of agencies out there that have managed to crack the sweet spot when it comes to sh*t hot creativity and robust performance.