How The Sidemen became a brand
As manager of Europe’s biggest content creators, The Sidemen, Jordan Schwarzenberger has helped the collective transcend YouTube to become a household name. We talk to him about where the creator economy might go next
How to build a long-term career as a creator
Social media fame can arrive fast, but maintaining it is another challenge. We talk to agents and creators about how to build lasting relationships with audiences and brands, plus the power of niche content
Argos’ new social-first mockumentary series satirises the art world
Featuring well-known UK creators and comedians, including Asim Chaudhury, the series represents Argos’ most daring campaign to date
Welcome to silly season, 2025 style
With an unrelentingly bleak news cycle, the worlds of marketing and brands have been providing us with unexpected entertainment this summer, though even this has now taken a turn for the worse
How the influencer game has changed, and what to do about it
Who is the right partner for your brand, an influencer or a creator? Probably both, says Hello’s Matt Roberts, but at different times and for different reasons
It’s time for brands to ditch their social media ‘rules’
Brands have traditionally navigated social by following a set of prescribed rules. But there’s no ‘right’ format anymore, says Lucky Generals’ head of content Vairi MacLennan, just engaging, strategic ideas
So you want to be a creator?
We talk to two agents about how to navigate an increasingly saturated creator market, including how to work with brands, managing burnout, and the importance of reading the small print
Why craft still matters in the social media age
No one is waiting to hear from your brand on social, so creativity and craft are vital in order to get attention, says Born Social’s Paddy Smith
Welcoming the creator fox into the agency hen house
Dept is adapting to the creator age by encouraging creatives to work alongside them to make work audiences want to see, says ECD Jeff Bowerman
Getting brand success out of creator partnerships
Agency experts share advice on how brands can work successfully with creators, to meet both audience and brand expectations in this fast-developing space
When will a social agency win agency of the year?
We speak to Alex Hill, chief strategy officer of Samy, about the death of the traditional consumer, and what creativity looks like in today’s social universe
Polaroid celebrates the analogue way of life in Flip camera campaign
Digital saturation and online fatigue forms the marketing strategy behind the pioneering camera brand’s latest campaign
Why the long game matters on social
Certain luxury brands have been setting the bar high on social, demonstrating that being smart and unexpected – while staying on brand – can prove the sweet spot for building engaged communities
How Gen Z is tackling a mental health crisis via social media
A new study from non-profit Made of Millions reveals the positive impact social media is having on a generation’s quest for mental healthcare
Why does adland still struggle to get social?
Social media has become the most important way for brands to engage audiences, yet its power is still underestimated by agencies, awards shows and the press – why?
How Snap is evolving for both brands and audiences
We talk to Snap’s Valentina Culatti about how the app is offering brands new ways of engaging with audiences and why being authentic is the main thing that matters
How Ladbible built a media empire on creativity
Ladbible Group’s ECD LA Ronayne discusses how it’s helping everyone from banks to government bodies reach a youth audience and the brand’s broader mission to become a global entertainment company
How social is shaping the future of music videos
Having recently signed to production company Caviar, content creator, choreographer and director David Vu shares his thoughts on what makes a music video resonate today
Are creators the new creatives?
CR looks into the increase in agencies and brands opting to work with creators in their campaigns, and examines the value they can bring, plus whether they present a threat to the traditional agency model
How should brands show up on social?
Once seen as an add-on to a campaign, social media is rapidly proving central to a brand’s communications. In the latest episode of our podcast Creativity Sucks!, we examine how to navigate the social wild west
How marketing for TV and film has evolved
The rise of social media has led to an uptick in the use of stills photography and video clips to help promote new shows and films. CR examines the impact of this approach
How should brands deal with unwanted fans?
Influencer wrangling is now a crucial part of any brand management role. And this bit is relatively straightforward: find people who people like who can spread the word about your product. But what happens when the wrong people get in on the action?
The Monthly Interview: Glenn Kitson
In the first of a new interview series, Anna Higgs talks to Glenn Kitson about combining a career as an ad director with being a ‘meme lord’, and his strategies to stay centred and fresh in a world which can often just want more of the same
How design can help reach Gen Z on social
Need to Know is a new platform started by agency Human After All which aims to help Gen Z find careers they care about. Here Danny Miller explains the power of using social media as an editorial canvas for news, facts, and advice
The Annual & Social Media issue
This special double issue, in association with Arjowiggins Creative Papers, is our showcase of the outstanding projects of the year. In addition to the Annual, May is our Social issue with features on Kickstarter, Tumblr, Facebook and Instagram.