Blog Archives
Why fandoms offer a safe space for Gen Alpha
Managing Partner Anthony Abou-Zeid discusses how brands can engage with Generation Alpha by embracing fandoms and creating authentic, value-driven content to build lasting connections.
When Ads Get Too Personal: What Black Mirror Teaches Us About the Ethics of Personalisation in Digital Media
Head of Digital Simi Gill explores the rise of ad personalisation, driven by AI and first-party data, and the ethical challenges that come with it.
The Online Safety Act: Big Tech’s Reckoning or Another Empty Threat?
Head of Operations Gabriella Krite explores the UK’s Online Safety Act and its potential to hold big tech accountable, offering safer, more predictable environments for advertisers.
It takes a village to raise a child, and that includes the ad industry
Strategy Director Lydia Martin, explores why brands must connect with Generation Alpha through authenticity, empathy, and meaningful content to build lasting relationships and drive long-term loyalty.
The Strategy Gap: Why Even Great Brands Miss the Mark — and How to Fix It
Head of Insight Charley Day explores why brands must bridge the strategy gap in today’s fragmented marketing landscape to drive sustainable growth and long-term success.
Why Being a TV Buyer in 2025 Is Harder, Smarter—and Better Than Ever
Head of Broadcast Gregor Chalmers reflects on how tv buying has evolved over the past 15 years, with the rise of streaming, BVOD, and CTV, creating both new opportunities and challenges for media buyers.
Content that Connects Is the Key to Charity Growth in 2025 – Here’s How to Achieve it
Managing Partner Helen Radia explores why charities must prioritise meaningful connection in 2025 to drive growth and long-term impact.
The Kite Factory launches Ascend growth consultancy to help brands navigate change and accelerate growth
We’ve excited to announce the launch of Ascend our dedicated growth consultancy.
How pushing for premiumisation in a difficult market paid off for David Lloyd Clubs
Managing Partner Anthony Abou-Zeid explains how David Lloyd Clubs used a ‘brand-response’ strategy to secure sustainable growth in a price-sensitive sector.
The Gen Alpha Playbook: Insights and strategies for the new consumer frontier
Our latest consumer report exploring the emotional drivers that define Generation Alpha, uncovering the six key needs of the first fully digital-native, socially conscious generation, redefining brand engagement.