Brand credibility has become a critical factor in purchase decisions as more than three-quarters (76%) of UK consumers say it influences their decision to buy a brand – with a third of GenZ saying brand credibility is a deal-breaker. Meanwhile influencers and social media are considered the least credible advertising spaces, and energy, finance and tech the least credible industries.The findings form the basis of the Brand Credibility Index 2025, the inaugural report from marketing agency Nonsense, conducted in partnership with YouGov, which set out to explore not only the role credibility plays in decision making but how its influence differs between demographic, channel and sector. In the study credibility was defined as “how well a brand lives up to, or delivers on, the expectations it sets”. Two-thirds (65%) of respondents said they believe keeping promises is the top driver of credibility, while over half (53%) think it’s seen in great customer experience and more than a third (37%) in authentic storytelling.
Brave Bison has announces its appointment by Guinness World Records (GWR) to lead a new strategic partnership focused on driving audience growth and monetisation across YouTube, Snap, and Meta platforms. The appointment follows a competitive pitch process, marking a significant new win for the digital media and technology company. The partnership will see Brave Bison work closely with the GWR team to scale the brand’s global digital footprint and unlock new commercial opportunities. With over 41 million followers on Facebook, 13 million YouTube subscribers, and 5.5 million followers on Snapchat, Guinness World Records is one of the most recognisable and widely followed media brands in the world. The partnership will focus on optimising content performance, building monetised audiences, and implementing best-in-class social strategies.
In more Brave Bison news, the agency has acquired MiniMBA, the marketing training platform. Founded in 2016 by marketing professor Mark Ritson, MiniMBA provides MBA-level training in marketing, brand and management using an online platform and virtual teaching to over 6,000 delegates every year. Boasting alumni of more than 40,000 professionals drawn from 78% of Interbrand’s Top 100 Most Valuable Global Brands, MiniMBA recruits individual marketers directly as well as working with a host of major companies to train and upskill their marketing teams. Clients include American Express, McDonald’s, Nestle, Salesforce, Red Bull, Oracle, Google, and Tesco. The MiniMBA forms the cornerstone of a new skills and capabilities practice within Brave Bison, led by MiniMBA CEO, Tim Plyming. This new practice will sit alongside but operate independently from the company’s existing marketing businesses.
UK partyware and greeting card wholesaler Tiger Feet has appointed Leeds-based digital agency Wolfenden to drive a bold new digital marketing strategy, marking the next stage of growth for one of the industry’s most established players. Wolfenden’s partnership with Tiger Feet began with a successful site migration and brand merger project. Off the back of this, the agency has been appointed to lead the charge on an all-encompassing digital strategy designed to build brand visibility, accelerate sales, and increase market share. Wolfenden will draw on its multi-channel expertise – spanning SEO, paid media, digital PR, UX and data & analytics – to connect Tiger Feet’s core audiences with its unrivalled product range and service offering.
This summer, GetYourGuide joins forces with Sky Sports to kick off a campaign that drives awareness of the experiences industry, a £342 billion industry. Created by Initiative in collaboration with Sky Media, the campaign names GetYourGuide as the Official Travel Experience Partner of Sky Sports, helping viewers discover an easy way to discover and book unforgettable experiences inspired by the thrill of sports. With 60% of people worldwide planning to travel for a sporting or entertainment event in 2025, it’s clear that experiences, not just destinations, are what really get people packing. The partnership will drive brand awareness and maximise emotional resonance through contextual alignment with the season’s biggest sporting events, enabling GetYourGuide to reach a targeted audience of engaged consumers across the UK. Running from 25th May to 7th September 2025, the campaign is built around Sky Sports’ Summer of Sport. A 20-second ‘hero’ television commercial (TVC) will run throughout the campaign, supported by five 10-second ‘contextual’ TV ads and high-impact digital takeovers. The contextual creative will sync to specific sporting events and locations spanning Paris, Barcelona, London, Budapest, and New York.
Femfresh, the UK’s leading intimate care brand, has launched a bold new integrated campaign in partnership with experiential dating brand, Thursday, aimed at breaking down the stigma around intimate health for women. The “Refreshingly Honest” campaign, planned and delivered by TheySay alongside Wavemaker UK combines social storytelling, real-world events, and disruptive media to spark meaningful conversations, driving openness, education, and empowerment. Driven by Wavemaker UK’s data insight that 46% of women in the UK can’t accurately identify parts of their own anatomy, the partnership focuses on breaking down taboos, empowering women and starting open conversations about dating, confidence and how intimate health factors into key life stages for women. The campaign spans digital, experiential, and out-of-home (OOH) channels. With social-first creative, influencer-led content on TikTok and Instagram will see creators sharing personal stories around confidence, dating and intimate care. In an experiential twist, Femfresh and Thursday are taking these conversations to the stage with ‘Thursday Night Live’, a comedy night planned and delivered by creative and digital agency THEY SAY in which influencers, press, and attendees can take part in honest, light-hearted conversations. Additional multi-layered activations include guerrilla and OOH marketing such as bold fly posters and billboards..
Barclays, official banking partner of The Championships, Wimbledon, has unveiled a powerful new integrated campaign starring tennis icon and Barclays ambassador Frances Tiafoe. Created by Barclays’ newly appointed global creative agency of record VCCP, Moments That Matter, dramatises the pivotal role of support that the right partner plays – both on Centre Court, in life and in business. Tthe 30” campaign film drops viewers into the electrifying stillness of match point. Time freezes mid-rally as Tiafoe steadies himself to serve. Behind him, his coach – and metaphorically, Barclays – stand in support. One small nod of encouragement acts as the release of tension in a striking visual analogy for the moments when anything feels possible with the right partner behind you. The campaign is brought to life in a visually arresting way by acclaimed Academy Films director Billy Boyd-Cape, in collaboration with VCCP’s global content studio, Girl&Bear.
Nerds, the beloved Ferrara confectionery brand with a cult celebrity following including Kylie Jenner, is thrilled to announce a brand-new marketing campaign in partnership with Global, the Media & Entertainment group and dentsu Media Agency, Carat UK. The campaign brings together one of America’s iconic candy brands and Capital, the UK’s no.1 hit music brand, to treat fans across the nation and promote the newly launched Nerds Gummy Clusters. Promotions on Capital – both on air and online – will run throughout the summer months and listeners will have the chance to win amazing prizes – from gig tickets with friends, to high-end tech like Beats headphones.British fans of Nerds should stay tuned for further announcements, as the Nerds Gummy Monster is set to make appearances at a number of UK festivals this summer. This news comes from PR agency, MSL, after winning the Nerds account this year.
