Home appliance brand Beko has appointed Digital Natives as its global social creative agency of record and global campaign activation partner, following a six-way competitive pitch. The multi-million pound, multi-market engagement spans three of Beko’s flagship brands: Beko, Hotpoint and Whirlpool. Digital Natives is tasked with delivering a unified, social-first content strategy, as well as ongoing global campaign activation throughout the year. Digital Natives will partner with Beko to deliver bold, differentiated creative for each brand while navigating the cultural nuances, operational realities and platform behaviours of multiple regions. The social content will run across channels including Instagram Stories and Reels, TikTok and YouTube Shorts.
Independent, global culture and communications agency The Fitting Room (TFR) has unveiled its latest campaign with German Doner Kebab (GDK), launching the brand’s new Fiver Menu through a culture-first strategy and talent-led content. The hero campaign features an eclectic mix of UK cultural icons and creators – rapper Lethal Bizzle, actor Adam Deacon, grassroots football collective S.E. Dons, singer Bryn, and TikTok stars Diary Room Girls – each spotlighting the new Fiver Menu in their own unique style. The content celebrates GDK’s role at the heart of UK food culture and taps into humour, sport, music and community. The agency developed the campaign strategy, creative direction and rollout plan including media relations and talent partnerships; partnering with production house Four Letters London to bring the content to life across digital.
eCommerce expert Adam Aubrey has joined forces with agency veterans Rob Powell and Duncan Colman to launch Primo, a specialist marketplace agency. Primo will help FMCG, health and nutrition brands navigate Amazon and other online marketplaces, providing strategies to simplify complex platforms and deliver measurable growth. The “marketplace specialists” will provide end-to-end marketplace solutions, including full Amazon account management, strategy development, vendor negotiations and hands-on training to accelerate brand growth across online marketplaces. The Leeds-based agency was founded by Aubrey, former Head of eCommerce at sports nutrition brand Warrior, with the backing of Powell and Colman, who bring decades of combined marketing and agency experience.
The British Red Cross is proud to announce their first-ever TV partnership with Channel 4. The campaign launches with a headline ad-break during Gogglebox on Friday, 10th October from 9pm, marking the latest chapter of a bold new 5-year brand strategy, which sees the charity appear in new and unexpected places. The partnership, brokered by newly appointed media agency The Kite Factory, sets the stage for the future of the British Red Cross’s engagement strategy, built around a powerful new ‘Hope’ campaign territory for 2026 and beyond. This collaboration brings together The British Red Cross, Channel 4, VCCP, The Kite Factory and multi-channel production company Little Dot Studios, part of All3Media, to deliver a bold, emotionally resonant campaign designed to inspire optimism in challenging times. The media partnership will run from 10 October to 7 November across Channel 4 linear, streaming and social media platforms.
M+C Saatchi Group has announced the acquisition of The Women’s Sports Group Limited (WSG), the specialist advisory and media rights consultancy. WSG will maintain its brand and operate as WSG, part of M+C Saatchi Sport & Entertainment. Rachel Knight and Steph Harries will become co-MDs of the division, reporting to Robin Clarke, Global CEO, M+C Saatchi Sport & Entertainment. Together WSG and M+C Saatchi Sport & Entertainment create one of the world’s most intelligent global sports consultancies, combining rights, brand storytelling, partnerships and fan growth with the proprietary Cultural Power tools to drive measurable ROI and long-term cultural impact. Founded in 2020, WSG provides bespoke advisory services across all sports, with a portfolio which includes federations, clubs, broadcasters, brands, and government bodies.
Freedom Media Group (FMG) is proud to announce a new international partnership with Quorso, the retail intelligence management platform, to deliver a high-impact brand awareness campaign across the United States. Using FMG’s proprietary Freeflow data and insight platform, the campaign strategically identifies and maps Quorso’s target audience of senior retail executives across both real-world and virtual environments. This approach ensures that every media placement connects with the right audience at the right time. The campaign is centred on out-of-home (OOH) media, with a strong presence across airports, hotels, commuter routes, and conference venues. The locations were selected due to their high concentration of Quorso’s target audience, particularly retail leaders travelling frequently along defined business corridors. By activating campaigns during key industry conferences and events, beginning with New York City’s Javits Center, the strategy delivers high-frequency media bursts within a defined and relevant chronological period. The campaign will then roll out to other major states, including Nevada and Florida.
New independent research by global creator-first social agency Billion Dollar Boy reveals rising investment in creator content that utilises generative AI with four in five marketers (79%) increasing spend in the last 12 months. A further three quarters (77%) of marketers plan to divert a greater proportion of advertising budgets from traditional creator content – content produced exclusively by humans – and (77%) from other marketing channels to generative AI-powered creator content in the next twelve months. Three quarters (76%) of marketers also believe AI will increase total creator economy ad spend next year, as part of an accelerating shift in industry budgets towards AI-powered creator marketing.
Ahead of World Sight Day (9 October 2025), McCann has launched “Alt by Default” – a pioneering initiative created to close the significant accessibility gap in advertising for visually impaired audiences. With 16% of the global population living with a visual impairment, only 10% of TV ads worldwide currently include accessibility features. In the UK, the figure is just 1% – despite more than two million people living with sight loss, a number expected to double by 2050. To mark World Sight Day, an international event that raises awareness of blindness and visual impairment, McCann’s Alt by Default initiative aims to address this stark imbalance by integrating audio description (AD) into all TV adverts with participating clients and brands wherever possible – setting a new standard for inclusive advertising across the industry.
This Global Dyslexia Awareness Day (8th October), leading global charity, Made By Dyslexia, has revealed for the very first time the economic value of Dyslexic Thinking – highlighting that the global economy is missing out on a staggering $3.2 trillion, as well as spotlighting figures for the USA and top 20 most innovative countries. The new Return on Dyslexic Thinking report, released today in conjunction with the world’s largest recruitment company, Randstad Enterprise, shows that by empowering all dyslexics, the UK could more than triple the contribution of Dyslexic Thinking to the UK economy from £29.5 billion to £98.2 billion4. The activity and work from DDB Group Melbourne follows on from this year’s campaign with Virgin, highlighting the value of dyslexic entrepreneurs across the country.
Independent creative agency Neverland has announced its appointment to rebrand 110 The Queen’s Walk – the former London City Hall – to create a new name and brand identity for the building. Opposite Tower of London and next to Tower Bridge, the famous building, originally designed by Foster + Partners is undergoing a major renovation. Its new design, incorporating balconies of hanging gardens will make it even more prominent in the London skyline, bringing the building back into use as one of London’s most prestigious office spaces as well as a destination for tourists and visitors with restaurants and cafés. Neverland will be developing a fresh brand identity for the building and creating the launch and sales communications for Cushman & Wakefield who are responsible for marketing the building. The partnership will start imminently, with the new name being unveiled in the new year.
Wilkin & Sons, the owner of quality conserves, marmalades, spreads and sauces brand Tiptree, has appointed Incubeta to its integrated marketing account to help the company achieve its ambitious growth targets. Incubeta will support Tiptree to increase its share of voice, brand awareness and digital and in-store presence against a backdrop of an increasingly competitive and diversifying jam and spreads market. The agency will land a proof of concept campaign in Q4 2025, to be followed by a larger rollout in Q2/3 2026. Central to the work will be an insight-led approach that further understands consumer preferences and behaviours, identifies new audience segments and optimises both digital and in-store brand presence.
Autotrader, the UK’s largest automotive marketplace, has launched the first campaign within a new brand platform designed to build unrivalled salience among car buyers at the point they realise it’s time for a new vehicle. Developed by global creative agency IMA, headquartered in Leeds, “It’s time for Autotrader” will mark a new chapter of communications for the Manchester tech business, positioning it as the go-to destination for car-buying and -selling, whatever part of the journey you’re thinking about and whatever is going on in your life to make you think it. The first campaign aims to build relevance among 25-34 year old drivers who are less familiar with the brand, leading with relatable snapshots of everyday British life that get people pondering the need or want for a new car.
Creative agency Guy & Co has launched its new Fray Bentos campaign, ‘Bish Bash Bentos’ featuring internet sensation John Fisher aka Big John Fisher / The Boshfather. Famous for his viral takeaway videos, The Boshfather has teamed up with Fray Bentos to inject fresh energy into the hot tinned meals category. The campaign is all about reigniting love from loyal fans who grew up with the brand. The campaign spans OOH advertising (including lorry sides), social media, digital audio as well as in-store POS. In November, another activation will launch, where a branded Fray Bentos food van and boxing machine will go on tour across key cities and events in the Northeast, giving out hot Fray Bentos product samples and big flavour.
Screwfix has today unveiled No Stopping You, a major new brand platform created in partnership with M+C Saatchi Group UK, launching with a multichannel campaign fronted by Sir Mo Farah. The work is the first to launch since Screwfix appointed M+C Saatchi as its strategic and creative lead agency following a four-way competitive pitch earlier this year. The new brand platform No Stopping You shows how Screwfix removes barriers so that nothing gets in the way of a great job. The campaign launches nationwide on 10 October and will run until 16 November 2025, across TV, VOD and CTV, OOH, YouTube, social channels including Meta, TikTok and Reddit, as well as radio, digital audio and owned digital platforms. Media planning and buying is handled by Dentsu Media, PR is managed by McCann Birmingham, and social is overseen by Eight & Four.
