Awards season is upon us and I had the privilege of attending the Olivier Awards this past weekend with my good friend Alexander. While theatre and influencer marketing may seem worlds apart, both are driven by creativity and storytelling. The acceptance speeches in the evening also highlighted some key themes that are highly relevant to our industry: 𝐂𝐨𝐧𝐜𝐞𝐫𝐧𝐬 𝐀𝐛𝐨𝐮𝐭 𝐀𝐈 𝐚𝐧𝐝 𝐂𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐎𝐰𝐧𝐞𝐫𝐬𝐡𝐢𝐩: There was strong condemnation of government proposals allowing tech giants to train AI on artists' work by default. This sparked concerns that AI could threaten the authenticity and creativity of the arts. In influencer marketing, we must be mindful of how AI is used to generate content, ensuring it doesn’t compromise the authenticity and unique voice that makes influencers so valuable to brands. AI must support, not replace, human creativity and originality. 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐑𝐞𝐜𝐨𝐠𝐧𝐢𝐭𝐢𝐨𝐧: The ceremony underscored the importance of collaboration, with various talents coming together to create something truly magical on stage. In influencer marketing, collaboration is just as crucial. Whether it’s brands working with influencers, creators teaming up with other creators, brands and agency collaboration, or internal teams aligning to bring campaigns to life, success always comes from collective effort. It was inspiring to see everyone - from on stage to backstage to box office - recognized for their contributions, reminding us that every part of the process should be celebrated. 𝐓𝐡𝐞 𝐏𝐨𝐰𝐞𝐫 𝐨𝐟 𝐒𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠: In today’s challenging world environment, storytelling remains more important than ever. Whether at the theatre or on social media, the ability to craft and share compelling narratives that resonate emotionally with audiences is key to success. As people navigate uncertainty and seek connection, great campaigns - just like great performances - are the ones that offer authenticity, hope, and trust. Storytelling in this climate has the power to not only engage but also heal, uplift, and unite. The Oliviers not only celebrated artistic excellence but also highlighted important lessons for anyone in the business of storytelling, creativity, and collaboration.

I’m honored to be serving as a judge for the 2025 Global Influencer Marketing Awards. It’s a privilege to join this exceptional group of industry powerhouses to celebrate the very best in influencer marketing. From groundbreaking creativity to campaigns that drive real performance, I can’t wait to see the entries that seamlessly blend data and storytelling in meaningful ways. Let’s recognise the brands, agency teams, and individuals advancing the industry. If you haven’t entered your work yet, the deadline is quickly approaching on April 23rd! Get your entry in before it’s too late: lnkd.in/ehTpH2Mt

This #InternationalWomensDay, embracing the theme of #AccelerateAction, I’m excited to support the next generation of women in the creative industry as a mentor through the #OneMonthMentors initiative, powered by The Elephant Room and WINGSTOP UK (Lemon Pepper Holdings Ltd) This incredible programme provides emerging female talent with a month of focused training, inspiration, and mentorship from industry giants like Snap Inc., UKTV, and LinkedIn. It’s an honour to be involved in this journey of growth and empowerment. Can't wait to see how these talented mentees shine! Thank you Shanice Mears FRSA for spearheading such an incredible initiative.

I'm excited serve as a judge for the Campaign Media Awards and to be part of the Main Council Live Judging Day tomorrow! After completing the independent online judging, it's time to dive into some incredible campaigns with an amazing panel of industry experts. It's always inspiring to witness the creative brilliance and innovation across the media landscape. This year, I'm eager to celebrate campaigns that are pushing boundaries and setting new standards for creativity and impact! Can't wait to see who takes home the top honours! #CampaignMediaAwards #CXMediaAwards

I had the privilege of hosting a fireside chat yesterday at The Social Edge event with Brainlabs & Meta, featuring the amazing Francesca Starling from Designer Parfums. Our discussion centered around "From Control to Co-Creation: Redefining Brand Power in the Age of Influencers." We explored the shift from traditional branded content to influencer co-creation, highlighting the advantages of relinquishing creative control to trusted influencers Francesca shared insights on how taking this approach can help brands supercharge engagement and reach new audiences on social media. We also discussed how to leverage social data to cut through the noise in today’s crowded landscape while effectively demonstrating business impact throughout the funnel. It was all about pushing boundaries and redefining brand-influencer collaborations! A huge thank you to Brainlabs and Meta for making this event possible, and to Francesca for being an incredible client partner! Looking forward to more insightful discussions ahead!

I’m thrilled to share that last night Brainlabs and DESIGNER PARFUMS won the Global Performance Marketing Awards Award for Best Use of Data & Insights 🏆 This award showcases our innovative first-to-market tool that highlights the direct impact of influencer marketing on in-store sales. A huge thank you to the Designer Parfums team for their incredible collaboration throughout this journey! Congratulations to everyone involved in this canpaign, which demonstrates how influencer marketing drives real value for brands. The recognition is very well deserved and we all had a fantastic evening celebrating! 🎉 A special shoutout to our client Simply Business who was also shortlisted for Best Use of Influencer Marketing for our fantastic work supporting #SmallBusinessOwners on TikTok. 🫶

A New Breed of Influence: Purpose, Performance, and Pedigree Proud to share the work we delivered for Mars Petcare and Battersea on the new E-Doption campaign for Pedigree - A project that redefines how brands can connect with Gen Z audiences through culture, tech, and purpose. At its heart, E-Doption is about one thing: Giving rescue dogs a second chance, but behind the warmth is some serious strategic thinking. We tapped into an insight that surprised even us - The strong connection between Gen Z gamers and pet adoption - And brought it to life in an innovative way. 🚨 The big moment: A live-streamed Twitch match where 15 rescue dogs digitally invaded the pitch via a custom-built FC25 mod. Not just a creative gimmick - Each avatar represented a real-life dog at Battersea Dog's Home, ready for adoption. Viewers could scan a QR code to start the adoption journey or find out more. 🎮 The Activation: We collaborated with a brilliant group of influencers across lifestyle, sport, and gaming (many of whom are rescue dog owners themselves). To spread the message and encourage their communities to adopt, donate, or simply share the cause. 💡 Strategic. Purpose-driven. Joyfully disruptive. With average organic engagement rates achieving DOUBLE the standard Instagram & TikTok benchmarks (pre-boost), this campaign proves that high-performance influencer marketing doesn’t mean sacrificing heart. When insight meets innovation, storytelling drives real-world outcomes. As someone who already shares life with a Pomsky (Pomeranian x Husky) this campaign has tempted me to make it two… 🐺🐺 Huge thanks to the incredible Brainlabs team and partners who made this happen - Pushing boundaries with creativity, compassion, and impact. Charlotte Littlewood, Alex Scarlett, Noah Atkinson, Ben Scotti, Ellie Doherr, Ed Owen, Hannah Leslie S., Aoife O'Neill, Laura Vallance.

I’m incredibly proud that Brainlabs has been shortlisted for not one, but two Global Influencer Marketing Awards! 🏆 Best Data-Driven Campaign: DESIGNER PARFUMS We developed an innovative, first-to-market tool that demonstrated the direct impact of influencer marketing on in-store sales – Boosting performance and strengthening brand identity. 🏆 Best Brand Engagement: Black Ops 6 Launch, Activision A global cultural moment, driven by incredible creativity, strategic thinking, and a deep understanding of fan communities. This recognition feels especially meaningful as I had the privilege of serving as a judge for this year’s awards, though not in these two categories (I do like to keep things fair… Even if I am one of our biggest fans!). Huge congratulations to the talented, passionate Brainlabs team behind these standout campaigns. Being named finalists alongside the best in the world is already a massive achievement. Now let’s bring it home! 🥂

Awards season is upon us and I had the privilege of attending the Olivier Awards this past weekend with my good friend Alexander. While theatre and influencer marketing may seem worlds apart, both are driven by creativity and storytelling. The acceptance speeches in the evening also highlighted some key themes that are highly relevant to our industry: 𝐂𝐨𝐧𝐜𝐞𝐫𝐧𝐬 𝐀𝐛𝐨𝐮𝐭 𝐀𝐈 𝐚𝐧𝐝 𝐂𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐎𝐰𝐧𝐞𝐫𝐬𝐡𝐢𝐩: There was strong condemnation of government proposals allowing tech giants to train AI on artists' work by default. This sparked concerns that AI could threaten the authenticity and creativity of the arts. In influencer marketing, we must be mindful of how AI is used to generate content, ensuring it doesn’t compromise the authenticity and unique voice that makes influencers so valuable to brands. AI must support, not replace, human creativity and originality. 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐑𝐞𝐜𝐨𝐠𝐧𝐢𝐭𝐢𝐨𝐧: The ceremony underscored the importance of collaboration, with various talents coming together to create something truly magical on stage. In influencer marketing, collaboration is just as crucial. Whether it’s brands working with influencers, creators teaming up with other creators, brands and agency collaboration, or internal teams aligning to bring campaigns to life, success always comes from collective effort. It was inspiring to see everyone - from on stage to backstage to box office - recognized for their contributions, reminding us that every part of the process should be celebrated. 𝐓𝐡𝐞 𝐏𝐨𝐰𝐞𝐫 𝐨𝐟 𝐒𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠: In today’s challenging world environment, storytelling remains more important than ever. Whether at the theatre or on social media, the ability to craft and share compelling narratives that resonate emotionally with audiences is key to success. As people navigate uncertainty and seek connection, great campaigns - just like great performances - are the ones that offer authenticity, hope, and trust. Storytelling in this climate has the power to not only engage but also heal, uplift, and unite. The Oliviers not only celebrated artistic excellence but also highlighted important lessons for anyone in the business of storytelling, creativity, and collaboration.

I’m honored to be serving as a judge for the 2025 Global Influencer Marketing Awards. It’s a privilege to join this exceptional group of industry powerhouses to celebrate the very best in influencer marketing. From groundbreaking creativity to campaigns that drive real performance, I can’t wait to see the entries that seamlessly blend data and storytelling in meaningful ways. Let’s recognise the brands, agency teams, and individuals advancing the industry. If you haven’t entered your work yet, the deadline is quickly approaching on April 23rd! Get your entry in before it’s too late: lnkd.in/ehTpH2Mt

This #InternationalWomensDay, embracing the theme of #AccelerateAction, I’m excited to support the next generation of women in the creative industry as a mentor through the #OneMonthMentors initiative, powered by The Elephant Room and WINGSTOP UK (Lemon Pepper Holdings Ltd) This incredible programme provides emerging female talent with a month of focused training, inspiration, and mentorship from industry giants like Snap Inc., UKTV, and LinkedIn. It’s an honour to be involved in this journey of growth and empowerment. Can't wait to see how these talented mentees shine! Thank you Shanice Mears FRSA for spearheading such an incredible initiative.

I'm excited serve as a judge for the Campaign Media Awards and to be part of the Main Council Live Judging Day tomorrow! After completing the independent online judging, it's time to dive into some incredible campaigns with an amazing panel of industry experts. It's always inspiring to witness the creative brilliance and innovation across the media landscape. This year, I'm eager to celebrate campaigns that are pushing boundaries and setting new standards for creativity and impact! Can't wait to see who takes home the top honours! #CampaignMediaAwards #CXMediaAwards

I had the privilege of hosting a fireside chat yesterday at The Social Edge event with Brainlabs & Meta, featuring the amazing Francesca Starling from Designer Parfums. Our discussion centered around "From Control to Co-Creation: Redefining Brand Power in the Age of Influencers." We explored the shift from traditional branded content to influencer co-creation, highlighting the advantages of relinquishing creative control to trusted influencers Francesca shared insights on how taking this approach can help brands supercharge engagement and reach new audiences on social media. We also discussed how to leverage social data to cut through the noise in today’s crowded landscape while effectively demonstrating business impact throughout the funnel. It was all about pushing boundaries and redefining brand-influencer collaborations! A huge thank you to Brainlabs and Meta for making this event possible, and to Francesca for being an incredible client partner! Looking forward to more insightful discussions ahead!

I’m thrilled to share that last night Brainlabs and DESIGNER PARFUMS won the Global Performance Marketing Awards Award for Best Use of Data & Insights 🏆 This award showcases our innovative first-to-market tool that highlights the direct impact of influencer marketing on in-store sales. A huge thank you to the Designer Parfums team for their incredible collaboration throughout this journey! Congratulations to everyone involved in this canpaign, which demonstrates how influencer marketing drives real value for brands. The recognition is very well deserved and we all had a fantastic evening celebrating! 🎉 A special shoutout to our client Simply Business who was also shortlisted for Best Use of Influencer Marketing for our fantastic work supporting #SmallBusinessOwners on TikTok. 🫶

A New Breed of Influence: Purpose, Performance, and Pedigree Proud to share the work we delivered for Mars Petcare and Battersea on the new E-Doption campaign for Pedigree - A project that redefines how brands can connect with Gen Z audiences through culture, tech, and purpose. At its heart, E-Doption is about one thing: Giving rescue dogs a second chance, but behind the warmth is some serious strategic thinking. We tapped into an insight that surprised even us - The strong connection between Gen Z gamers and pet adoption - And brought it to life in an innovative way. 🚨 The big moment: A live-streamed Twitch match where 15 rescue dogs digitally invaded the pitch via a custom-built FC25 mod. Not just a creative gimmick - Each avatar represented a real-life dog at Battersea Dog's Home, ready for adoption. Viewers could scan a QR code to start the adoption journey or find out more. 🎮 The Activation: We collaborated with a brilliant group of influencers across lifestyle, sport, and gaming (many of whom are rescue dog owners themselves). To spread the message and encourage their communities to adopt, donate, or simply share the cause. 💡 Strategic. Purpose-driven. Joyfully disruptive. With average organic engagement rates achieving DOUBLE the standard Instagram & TikTok benchmarks (pre-boost), this campaign proves that high-performance influencer marketing doesn’t mean sacrificing heart. When insight meets innovation, storytelling drives real-world outcomes. As someone who already shares life with a Pomsky (Pomeranian x Husky) this campaign has tempted me to make it two… 🐺🐺 Huge thanks to the incredible Brainlabs team and partners who made this happen - Pushing boundaries with creativity, compassion, and impact. Charlotte Littlewood, Alex Scarlett, Noah Atkinson, Ben Scotti, Ellie Doherr, Ed Owen, Hannah Leslie S., Aoife O'Neill, Laura Vallance.

I’m incredibly proud that Brainlabs has been shortlisted for not one, but two Global Influencer Marketing Awards! 🏆 Best Data-Driven Campaign: DESIGNER PARFUMS We developed an innovative, first-to-market tool that demonstrated the direct impact of influencer marketing on in-store sales – Boosting performance and strengthening brand identity. 🏆 Best Brand Engagement: Black Ops 6 Launch, Activision A global cultural moment, driven by incredible creativity, strategic thinking, and a deep understanding of fan communities. This recognition feels especially meaningful as I had the privilege of serving as a judge for this year’s awards, though not in these two categories (I do like to keep things fair… Even if I am one of our biggest fans!). Huge congratulations to the talented, passionate Brainlabs team behind these standout campaigns. Being named finalists alongside the best in the world is already a massive achievement. Now let’s bring it home! 🥂