SocialChain, the social strategy and creative practice of Brave Bison, has agreed to acquire the global influencer marketing agency The Fifth from News UK. The deal will see The Fifth become the dedicated Influencer division of SocialChain.
Naked Smoothies has launched a digital out-of-home campaign featuring the fruit ingredients of its signature smoothie being blended by passing trains in what’s being called the “first-ever train-triggered creative on the Transport for London network.” The ads on the Elizabeth line platforms at Tottenham Court Road encourage passengers to ‘Get Naked, Get Going’ and are linked to the train timetables, with messages including ‘Your Boost, Now Arriving,’ ‘Heathrow Bound? Get Naked, Get Going,’ and ‘Heading East?’. The campaign was created in partnership with Omnicom-owned digital content agency ArtBotAI.
Dentsu’s latest ‘EMEA Consumer Navigator Report’ has revealed that 80% of Brits perceive the economy as being in poor shape, with 46% struggling to afford essentials. Consumers are prioritising essentials like groceries while postponing larger, discretionary purchases, such as technology (66%) and luxury goods (70%). However, they are still indulging in affordable comforts with increased spending on dining out (33%) and fast food (32%). Dentsu’s research also found that 21% of consumers expect to shop via social media in 2025 – a number that grows to 67% among Gen Z. The report reveals generational divides, where older consumers value rewards and loyalty schemes, while Gen Z emphasises ethics, sustainability, and brand purpose. It goes on to stress that economic uncertainty is not a fleeting challenge but a permanent reality, requiring brands to embrace transformation at every level.
Joint has been appointed as the lead creative agency for drinks company Belvoir Farm. Working on a long-term project basis, the partnership will see Joint as the lead creative agency across brand and product marketing. Joint will be working with Belvoir Farm to develop a new brand platform and creative campaigns that can support their existing products as well as NPD.
