Content Crisis: AI's Impact On Trust
We’ve entered a content crisis of faith—an era where the line between imagination and illusion has blurred. Once, authenticity was felt through grit, imperfection, and the unmistakable fingerprints of human effort; now, the rise of AI tools has flooded our feeds with polished but soulless perfection. Every stunning image risks being dismissed as synthetic, every story questioned for its truth. Yet amid this synthetic sea, the brands that will endure aren’t those with the most powerful algorithms, but those that embrace radical transparency—showing the flaws, revealing the process, and telling stories only lived experience can create.
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AI’s Human Problem: Brilliant Backgrounds, Blunt Decisions
AI supercharges agency work with rapid research, clear frameworks, and instant insights, but its true limitation is making the nuanced decisions that define creative breakthroughs and client success. While AI can deliver endless options and data, iconic campaigns like Nike’s “Just Do It” or Qantas’s “I Still Call Australia Home” succeeded because humans had the conviction to choose bold, emotionally resonant ideas. In practice, agencies often find AI amplifies decision paralysis: reports and rationales overflow, but ultimately only a person can commit when it’s time to pick a creative direction or take a calculated risk.
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From Dance Floors to Pavements: The Rise of Run Clubs Over Nightclubs
Run clubs have grown into popular social hubs, especially among young adults, by combining accessible exercise with community connection and mental health benefits. Fueled by social media, fitness apps, and a post-pandemic desire for real-life interaction, these clubs offer more than running-they foster friendships, networking, and emotional support. With strong participation and brand partnerships, run clubs are set to remain a lasting part of urban social and wellness culture.
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Beyond Likes and Shares: Building Authentic Connections Through Niche Communities
In 2025, brands are focusing on niche communities for authentic connections and loyalty. Strategies include leveraging private groups, subscription models, user-generated content, and micro-influencers. Successful examples like Airbnb and Duolingo show that niche communities offer higher engagement, trust, and targeted marketing. By prioritising these strategies, brands can build strong ecosystems that drive growth in a competitive market.
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A Rose By Any Other Name - The Power of Multi-Sensory Brand Experience
Multi-sensory brand experiences - engaging sight, sound, touch, taste, and smell, create deeper emotional connections, enhance brand recall, and foster loyalty by immersing consumers in memorable and holistic interactions that go beyond traditional visual branding.
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Trialling New Tools in a Marketing Agency: Striking the Balance Between Innovation and Efficiency
In the dynamic world of marketing, we understand that staying ahead requires embracing new tools strategically to enhance operations without disruption. By identifying needs, such as streamlining communication with Google Workspace or optimising project management with Asana, agencies can select tools that align with their workflows and goals.
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Behind the Scenes: Estimating an Activation
Have you ever wondered how much an activation or event costs? Check out our methodology here.
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The New Age of the Retail Store
After the Covid-19 pandemic, the retail landscape has undergone some profound changes as people no longer want to come into store and window shop. Foot traffic in traditional brick-and-mortar stores and CBD locations has declined as E-commerce has gained a larger share of customer spending. Businesses no longer have to worry about just driving sales in-store but rather how to use the space to connect customers to brands and bring them into stores.
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How to be Confident in Your Decisions
When it comes to making decisions, both big and small, we can often be left pondering the outcome of our actions. The notion of hindsight can be a blessing and a curse when we take the time to reflect on decisions made in our past.
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#tiktokmademebuyit
GWI released their report on Social trends in 2022 which inspired me to take a deeper look into TikTok. My perception of the social media platform to date was that it was a place for dance challenges and make-up tutorials for teenagers, rather than a destination for brand marketing.
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Tools Down: Lessons from a Renovation
Renovating a house, whilst exciting, is also incredibly daunting. My renovation experience to date has been limited to watching episodes of The Block. Can an entire laundry and bathroom really be built in a week?
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Learning about learning
Petit à petit, l’oiseau fait son nid; little by little the bird builds its nest, this French idiom tells us. Whatever the nest may be, it will take time to construct.
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My Basil Keeps Dying
Last weekend, I had very juxtaposing plans…
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What I learnt from a 20-class Pilates Challenge?
For those who are not familiar with the method, in a few words, Pilates is a form of low-impact exercise based on strengthening the body, promoting the power and control of our mind.
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Power of First Impressions
Over the years, social psychologists have proven that many elements determine our first impressions of people we just met.
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Types of Innovation
There are many ways to understand and define Innovation, one of them is by using the Innovation Matrix
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