Initials CX

If AI’s continuing evolution has taught us anything, it is that it’s here to stay. So rather than denying this reality, we’re delving into it.   This short series compares bot-generated output with that of our own creative brains. Ultimately weighing up where the threats or advantages really lie for us.   First up, our Head of Production Matthew Merralls explores the growing excitement around text-to-video generative AI – and how it holds up vs the wealth of experience that underpins human storytelling.   Here we’ve pit our McLaren Senna launch video against AI’s version, from Runway’s new Gen-3 tool.   From a production standpoint, AI arguably follows the brief, but where are the dynamic angles and detailed camera work? From an emotive one, does it really capture the excitement, anticipation and human passion that led to this hypercar’s creation? We’re not convinced.   But what are your thoughts? And how do you use text-to-video AI? #humanvsAI #AI #marketing #cx  

All aboard the new Grand Central Rail Campaign train! Our latest, TVC, print and digital ‘100 was to Summer’ work inspires those in York to hop on a Grand Central train to the capital and enjoy everything it has to offer! A pleasure working with Luke Purcell and Hannah Chantler. Full steam ahead on more exciting work to come! Meet you at the London Eye?

BBQ season meets the meat-free Richmond range in our latest gig with Joe Swash for the Good Times Grill 🙌 We spent a sunny (and rainy) afternoon on the road bringing meat-free to the masses in our trusty Richmond van. It was a pleasure working with you as always, Heather Grealy and Ruby-Jayne Creenan at Pilgrim's Food Masters ☀️ Grab your meat-free faves and get grilling! #newwork #richmond #cx

Initials CX Insights 💡 10th July What’s happening: Copenhagen, the Danish capital, has introduced CopenPay, a sustainable tourism scheme which encourages behaviour such as visitors using public transport, maintaining the cleanliness of streets and participating in ‘green activities’, and in return rewards tourists with free museum entry, food and drink and cycle hire. Why?: Copenhagen, like many cities, is hugely popular among tourists (around 10 million visits a year). But whilst this brings economic benefits, it can cause short term strain to infrastructure, as well as a longer term threat to the environment caused by litter, pollution and over-tourism (much like Venice). The benefits of CopenPay are twofold - firstly it rewards positive sustainable behaviour and offers a richer cultural experience (and freebies), but also reduces the burden for local residents. What it means for brands and businesses: Whilst tourism campaigns have been around for some time (Pyramids at Giza, anyone?) and cities have been promoting themselves as everything from the home of Live Music (Austin), Romance and Light (Paris) or Sin (Las Vegas), Copenhagen’s CopenPay demonstrates a very different approach - a city marketing itself based on values and behaviours - much more like other consumer brands would (though they note this is not a campaign to encourage additional tourism, rather to mitigate existing levels…). As global travel becomes ever easier, and tourism more competitive, how might travel and hospitality brands look to take advantage of this opportunity? ✈️🏖️♻️ Spotted by Josh Tilley #initialsinsights #travel #marketing https://lnkd.in/d6C9FV33

Our shopper toolkit for @Doritos UK is LIVE and making its way across the globe, packed with strategy, visual identity and activation ideas 🔥   “For the bold in everyone” celebrates the daring nature of Doritos crunchers and their fiery urge to be the triangle in a world of circles.    It was great working with you Matt Saegert and Fernando Kahane   Spot our work out and about in stores now 🤩   #newwork #shoppertoolkit #pepsicoproud

AI is revolutionising the marketing landscape, with 88% of professionals already experimenting with or adopting AI tools. As we navigate this AI-driven era, we're curious about how you're leveraging this technology in your day-to-day. Currently 46.8% of marketers report saving at least 3 hours a day by using AI tools. How are you primarily using AI in your marketing efforts? Share your experiences in the poll and comments below! #marketing #AI #technology

And now for some tasty news…our work for Wasabi Sushi & Bento is live 🙌    Enjoy Asian flavours without the fuss when you take home a Wasabi meal from Tesco or Sainsbury’s. We know what we’re having for dinner… 😋   Big thanks to Annabel Lewis and Marco Ruggeri     #newwork #wasabi #cx

Meat-free alternatives have to bring their A-game to win over hearts (and tastebuds) and with Richmond’s Meat-Free Streaky Bacon, the proof is in the tasting. Introducing our sizzling new campaign for Pilgrim's Food Masters: FRIED & TASTED A bacon-y blend of cooking tips, real-life testimonials, influencer-led content, and mouthwatering social posts. And here’s the crispy bit – we even added a money-back guarantee to tempt everyone to give it a fry! Great working with you on this Stephanie Allen and Heather Grealy

In today's market, product quality alone no longer justifies premium pricing. The most successful brands also foster deeper, emotional connections by occupying multiple touchpoints in consumers' lives. Looking to learn more about expanding brand relevance? Click the link below to read the full story 👇