Creative

New consumer research suggests the persuasive force of creator partnerships rests more on usefulness, category credibility and audience fit than headline follower numbers.

Christmas shoppers are using search, social, AI and stores for different jobs. Retailers should design around the question being answered, not a single linear journey.

Observed purchase data suggests younger consumers are spreading smaller budgets across more merchants. Brands need to understand the occasion they are competing for, not just their own repeat rate.

New connected-TV research suggests the value of interactivity lies less in adding features than in making one relevant next step easy for the viewer to take.

New UK research finds 75% of senior consumer-goods marketers cannot estimate how many promotions are profitable. The problem is less discounting itself than weak learning design.

Laurie Buchanan’s fantasy card game has moved from childhood prototype to publication. SPIEL Essen will test whether creator-led visibility can convert into lasting retail demand.

Homes England’s selection of Digbeth Loc Studios for Fazeley Street gives Birmingham’s screen cluster new momentum. Its value will depend on year-round demand beyond headline productions.

New social-video research shows attention-grabbing creative often fails to build brand connection. The answer is to make distinctive cues part of the idea, not a closing label.