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Culture & Media

Why brands are adopting the microdrama format

Brands are increasingly using microdramas to turn advertising into episodic entertainment, with Marc Jacobs and Life360 being the latest to adopt the format and use celebrity-led narratives to build stories around their products.

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Marketing & Branding

Stat: Gen Z turns to social for food inspiration as video dominates media…

Gen Z’s media habits are evolving rapidly, with video platforms and social feeds reshaping how young audiences consume content – and what influences their purchasing decisions.

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Marketing & Branding

Stat: The enshittification of TikTok is creating a widening trust gap with Gen Z

Global – Growing scepticism is beginning to reshape how Gen Z engage with the social media platform TikTok.

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Fashion

Gap creates chief entertainment officer role to drive fashiontainment

Gap Inc has appointed Pam Kaufman as its first-ever chief entertainment officer, a newly created role designed to develop a ‘fashiontainment’ platform spanning music, television, film, sports, gaming, consumer products and cultural collaborations.

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Artificial Intelligence

Future Five 2026: Artificial Intelligence

As the inevitable ascent of AI continues at a rapid pace, we consider its impact on us as human beings. With technology transforming education and many other fields, we must address the elephant in the room: is AI empowering us, or are we becoming overly reliant on it?

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Marketing & Branding

ITV launches deaf-led drama with BSL and silent ad break

ITV is pushing the boundaries of inclusive storytelling with the launch of its new prime time drama Code of Silence, starring BAFTA-winning actor and deaf campaigner Rose Ayling-Ellis.

Mac for Students by Apple, Japan
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Technology

Apple’s Mac for Students campaign showcases university creativity and content…

Apple’s latest campaign, Mac for Students, highlights the creativity and innovation of Japan’s university extracurricular groups, known as ‘circles’.

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Marketing & Branding

Stat: Influencer marketing brings greater ROI than traditional digital ads

Brands and agencies are shifting their marketing strategies towards creator-driven content, with a March 2024 Influencer Marketing Trends Report by CreatorIQ revealing that it delivers superior return on investment (ROI) compared to traditional digital advertising.

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Culture & Media

Stat: Gen Z news consumption is mostly through social media video

In a stark shift from traditional news consumption, a January 2024 Morning Consult study in the US reveals that nearly three in five members of Generation Z (63%) turn to social media weekly for news, overshadowing broadcast news (27%) and cable news (30%).