Thinking worth sharing.

The challenge of using popular health trends without losing scientific nuance.

Introducing Bonnieux, our specialist travel and luxury agency.

When BMW launched the 1 Series in China, it ran the campaign very differently to how it would have done in Munich or London, where the tried and tested approach is a press embargo, a motor show reveal and getting motoring journalists into the driving seat. Instead it partnered with a Chinese pop star on Douyin (China’s answer to TikTok, actually sharing the same parent company, but running as a separate app with its own audience and rules) and built the campaign around a Valentine’s Day theme. The point is that BMW understood that a car launch in China is a piece of culture, not just another fly by night marketing activity.

PR Week covers brazil™’s partnership connecting brands across Europe and China.

A Nextbase campaign bringing motorway behaviour to Carnaby Street.

London-based communications agency brazil™ and Shanghai-based Tang Cultural Media have today formed a partnership to help brands move between the UK, Europe, and China with one joined-up team rather than two agencies working in isolation.

A white paper about white papers, and when the format is worth using.

Don’t wait until customers have left to ask why.

Walk through London’s most expensive postcodes and the pattern is hard to ignore. AMI Paris has departed Mayfair, Victoria Beckham has downsized in Chelsea, Burberry has consolidated in Mayfair and Soho, Abercrombie & Fitch shut its Savile Row flagship, and Peloton, River Island, and Monki amongst many others have retreated from their multi-premise strategy.

There’s a moment in every industry when a new technology crosses from genuinely useful to actively dangerous. For PR, that moment arrived not with a bang, but with a million simultaneously generated press releases, each one more fluent and less meaningful than the last.

FIFA’s Club World Cup is bombing spectacularly in America, and World Rugby should take note. Stadiums averaging just 52% capacity despite promises of sellouts should be a massive wake-up call for the 2031 Rugby World Cup. With the first Rugby World Cup in a non-rugby mad country approaching, World Rugby needs a complete marketing revolution.