Thoughts

14/05/2025

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.

12/05/2025

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.

09/05/2025

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.

07/05/2025

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.

06/05/2025

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.

06/05/2025

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.

02/05/2025

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.

29/04/2025

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.

17/04/2025

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.

11/03/2025

Creative versioning in the AI era: Where craft meets code

CDO Ben Foster shares why embracing agile workflows and smart versioning is essential to unlocking AI’s full potential — without losing the creative craft that makes content truly compelling.