IPM members N2O bring Beauty of Joseon’s heritage-led k-beauty credentials to life with immersive Westfield Stratford pop-up.

Easter Bank Holiday activation positioned one of the UK’s first Korean skincare brands as the standout choice in a saturated market.

Multi-award-winning creative brand experience agency N2O has partnered with Beauty of Joseon and delivered an experiential pop-up at Westfield Stratford City over the Easter Bank Holiday weekend (3^rd, 4^th and 6^th April), designed to cement the brand’s position as the number one K-Beauty choice for UK shoppers.

As the UK beauty market becomes increasingly saturated with Korean skincare brands, Beauty of Joseon – one of the first Korean brands to launch in the UK – doubled down on its heritage, efficacy and education credentials with a high-impact retail experience that blended culture, discovery and play.

The pop-up brought the brand’s story and full product range to life through themed zones. A bold gamification mechanic, inspired by a traditional Korean game of Yutnori, offered visitors the chance to win skincare prizes, and a separate product exploration area invited shoppers to explore and learn about the brand’s formulations through hands-on product experiences and expert-led education with Brand Ambassadors.

“The K-Beauty space has grown rapidly in the UK, and with that comes increased competition,” Clare James, Chief Commercial Officer at N2O. “Our role was to help Beauty of Joseon stand out not just visually, but strategically. We did this by celebrating its heritage as one of the first Korean skincare brands to enter the UK market, creating an experience that feels authentic, educational and culturally rooted to position the brand as the experts in an increasingly crowded category.”

Dongho Han, Team Manager at Beauty of Joseon, added: “This pop-up allowed us to showcase the depth of our range, our heritage and our commitment to effective, thoughtful skincare, all while creating a memorable and engaging experience over a key retail moment.”

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IPM Members Zappit are proud to announce new platform rezolvecx.com establishing Compensation as a Service as a new customer care category.

For years, complaint resolution has been manual, slow and expensive. Compensation as a Service changes that, enabling brands to resolve consumer product complaints instantly through secure, managed digital payments delivered in seconds.

The platform enables brands to issue digital goodwill payments within defined financial guardrails, turning reactive complaint spend into a controlled and measurable engagement channel.

Already deployed across the UK and Europe with brands including Unilever, Colgate, Fever-Tree and BOL Foods, Rezolve operates at both SME and enterprise level.

“Moving to digital vouchers has completely simplified our current process. It’s quicker, easier, and fits how we work today especially with more of us working remotely. The team have been great – collaborative, responsive, and always open to feedback and quick to find solutions when we’ve needed them. It just feels like a much more modern, simple way of working now.”
Sarah Samtani – Consumer Care Manager, Organix

“Working with the team at Rezolve is great. The level of service and attention we receive is excellent – the team is so responsive, professional, and clear in their communications. The platform itself is so incredibly intuitive, which makes it easy for new agents to get up to speed quickly. It streamlines our consumer care process and helps us respond to queries faster and more effectively than ever. Rezolve has become an integral part of how we strive to deliver great service.”
Nika Bureick – Consumer Experience Capabilities Expert Germany, ABInBev

How does it work?

While brands invest heavily in incentives and loyalty programmes, complaint-related compensation has remained manual and inefficient.

Rezolve enables organisations to:

• Issue compensation via instant at-till redemption, cashback or direct payout
• Distributed digitally in seconds – zero P&P costs
• Reduced cost per resolution and driving significant time savings
• Capture structured consumer insight
• Drive retention and increase lifetime value

In effect, Compensation as a Service formalises complaint spend as a measurable,
performance-driven channel. “Compensation has historically been treated as an administrative task,” said Mark Fraser, Founder of Rezolve. “Yet it represents significant spend. Compensation as a Service brings speed, structure and accountability to that spend, turning complaint handling into a strategic revenue lever.”

Rezolve positions Compensation as a Service as a core component of modern consumer
engagement infrastructure.

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IPM Members Momentum Worldwide partner with Primark in dynamic new social experiment to challenge perceptions of the fashion brand.

London, 1st April 2026. Global experience agencyMomentum has partnered with Primark on an immersive social experiment that challenged perceptions of high-street fashion by creating a fictional premium fashion label to showcase the retailer’s new Spring womenswear range.

The immersive experience saw fashion enthusiasts invited to an elegant London townhouse on 19th –20th March for the debut collection of ‘Kim Parr’ – a fake brand created by Primark (the name itself an anagram of the retailer). Guests were stunned to discover that the premium-looking pieces they had been admiring were actually from the high-street chain, with items starting from just £12.

Jamie Davies, UK Executive Creative Director at Momentum, said: “This was an immersive theatre experience designed to strip away preconceptions and let the product speak for itself. By creating a fully believable premium fashion environment, we gave guests the space to engage genuinely with the quality and style of Primark’s Spring collection. The reveal moment was powerful: that shift from assumption to surprise perfectly captured the ‘Shockingly Chic’ campaign message.”

The activation forms part of Primark’s new Spring campaign ‘Shockingly Chic’, celebrating the ‘double-take’ moment of discovering elevated style at affordable prices.

Jermaine Lapwood, Director of Innovation at Primark, said: “Kim Parr was created to challenge perceptions in a playful way, tapping into that double-take moment when something looks high-end but is actually shockingly affordable. By removing the Primark name and allowing people to experience our collection in an unexpected destination, they could see our great style and quality first-hand, without preconceptions.”

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The move comes just weeks after fast-growing brand activation agency ZEAL’s acquisition of social-first studio Tommy, as the group builds a specialist FMCG communications ecosystem

February 17^th 2026 – Fast-growing brand activation agency ZEAL has launched retail and shopper PR agency Joe Public, as it accelerates its strategy to build specialist influence across brand, culture and retail for FMCG clients.

Just weeks after its acquisition of social-first studio Tommy, ZEAL is strengthening its offer at the point where brand choice is made – in retail, at the digital shelf and in real-world moments.

After three consecutive years of 30% year-on-year growth, the move marks the next phase of ZEAL’s evolution, as the group moves beyond activation alone and into influence-led communications that connect brand, shopper and retail execution.

Joe Public is led by Ruth Kieran, who joins as CEO and co-founder, bringing more than 25 years’ experience across the UK and APAC. She was most recently part of the leadership team that led the sale of Cirkle to Accordience Group in 2022, having helped build it into one of the UK’s leading food and retail communications agencies. Kieran has also held senior roles at Kindred, Lexis and Next15 agency, Archetype.

Rob White, co-founder of ZEAL, said: “We’re building a high-performing ecosystem of specialist agencies, not a one-size-fits-all network. For FMCG brands, influence no longer lives in one channel – it’s shaped by culture, retail and real-world experience. Joe Public brings deep retail and shopper PR expertise into the group and reflects our strategy of backing category-defining talent.”

The acquisition of Tommy was about strengthening our social-first and brand marketing capabilities. Joe Public is the natural next step, adding specialist retail and shopper influence where brand decisions are actually made. – Stewart Hilton, co-founder of ZEAL

“Our clients have asked us repeatedly whether we offer PR services, particularly shopper and retail PR that integrates properly with execution and activation. That signalled a clear appetite in the market. Joe Public answers that demand by embedding PR at the point of choice, not bolting it on as an afterthought.

“After three consecutive years of significant growth and a run of major new client wins, there’s real momentum and excitement across the business. We’re investing from a position of strength, and Joe Public reflects both the confidence and the ambition driving our next phase of growth.”

Joe Public launches with a live client pipeline across FMCG, retail and challenger brands and plans to grow the team over the next 12 months, with initial hires already underway.

Ruth Kieran said: “We want to work where influence happens – in the aisle, at the digital shelf and in everyday life. The name is no accident. Our approach is deliberately plain-speaking. We exist to represent the people making real choices under real pressure, from retail buyers to everyday shoppers.”

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Following the success of Mando’s previous Promotions white papers released in 2021 and 2023, What Brits want from Promotions 3.0 has arrived and is readily available to fuel your next promotional marketing campaign.

Their data has come from leading online market research and data firm YouGov. Primarily, through their audience intelligence and targeting platform Profiles. Utilising a panel of over 2.5 million people from the UK, it provides a comprehensive cross-section of the population. This makes it perfect to capture what Brits really do think, feel and want from promotions.

The white paper is the perfect guide to plan the framework of a promotion. It includes findings into The Ideal Entry Platform and The Ideal Reward, based on what British consumers say they find most appealing and what they participate in. This enables promoters to make informed decisions for planning campaigns in 2026 and beyond.

Mando have carefully analysed the key changes to consumers’ views on the promotions sector since 2021, providing a comprehensive understanding of which metrics are crucial to consider and even anticipate where trends are headed.

• How can you build trust in your promotion?
• Which promotional channels capture people’s attention?
• Should you repeat a successful promotion?

The paper is packed with inspirational case studies with expert commentary from the likes of McDonald’s, Sky, Just Eat, Merlin Entertainments and Cadbury who demonstrate how to drive maximum engagement with exceptional creative flair.

Whether you’re a seasoned promotional marketing pro or at the very beginnings of considering a promotional campaign for your brand, the data and the insights will ensure your efforts are effective at meeting your marketing objectives.

Mando are a promotions management partner, supporting brands and agencies with promotional campaigns from concept to completion. Looking after everything except the creative, they’re a one-stop shop for all your promotion operational needs.

Beccy Purvis, Business Development Director at Mando said: We’ve not only provided the latest data but have provided insightful in-depth analysis and actionable tips, to collectively help with the design of promotions and support the sell-in process.

Leonie Walker, Managing Director at Mando said: It’s great to see the data proving that promotions can attract new customers, increase brand appeal and drive sales. There’s no better time to get in touch and let us support you with planning your next campaign.

Mando’s full white paper is available by request HERE.

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Promotional marketing agency Cat Among The Pigeons has created a major on-pack instant win campaign for Wasabi, the UK’s No.1 oriental chilled ready meal brand.

Launching nationally from late January, Lucky Dinners invites customers to go online for a digital “red envelope” reveal, where an animated opening moment confirms instantly whether they’ve won. Across the campaign, there are 6,011 instant wins, each worth £888, £88 or £8, with a total prize fund of £88,888.

Key details include:

• The on-pack promotion runs until 18th March 2026, available in Tesco, Sainsbury’s, Co-op and Morrisons
• The mechanic is built around Lunar New Year traditions, using red envelopes and the number 8 to nod to luck, prosperity and positivity
• Promotional packaging spans a variety of Wasabi chilled meals, including Chicken Katsu Curry, Sweet Chilli Chicken Yakisoba, and Wasabi’s Feast for One range (launched in late 2025)

Cat Among The Pigeons says the campaign is designed to help Wasabi shoppers mark Lunar New Year, which falls on 17th February 2026 and is celebrated across many Asian communities for several weeks.

Alongside the on-pack activity, Lucky Dinners will be supported by a talent-led campaign and amplified through shopper marketing, digital, and social channels to build awareness and drive participation.

Annie Stephens, Head of Grocery Marketing at Wasabi, said: “The Lucky Dinners promotion is designed to engage shoppers and add extra excitement and value during a key period for the category. We hope it will inspire more people to discover Wasabi and enjoy our range of chilled meals.”

Paul McGann, founder of Cat Among The Pigeons, added: “In busy impulse categories like chilled ready meals, shoppers are searching for a zing of excitement to spice up the week… we think this new on-pack promotion for Wasabi really hits the spot!”

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Expanding PrettyGreen’s integrated communications service offering with AI-enabled Paid Social, Search and Content Marketing 

LONDON: PrettyGreen – the Global Fame Making agency, has acquired performance marketing business, PinPoint Media as part of the agency’s long-term growth strategy. 

PrettyGreen now holds the majority stake in PinPoint Media while founder Oliver Bruce retains a meaningful shareholding and continues to lead the agency as CEO. 

The acquisition of PinPoint Media, for an undisclosed sum, expands PrettyGreen’s integrated communications offering, adding AI-enabled Paid Social, Paid Search and Content Marketing to its existing capabilities across PR, Influencer, Social, Experiential and Production.  The partnership unlocks exciting new opportunities for both businesses, teams and clients.

Announcing the deal Mark Stringer, Founder & Group Chair at PrettyGreen said: “This acquisition is a clear signal of our intent to back ambitious, Founder-led agencies that are redefining how marketing, performance and creative are delivered. Oli and the Team at PinPoint Media exemplify the type of business we want to embark on new adventures with, as we execute our buy-and-build strategy.” 

Jessica Hargreaves Paczek, Group CEO at PrettyGreen commented: “Building on our best year in 2025 (when Mummy Pig broke the internet and we won over 30 awards!) we continue to focus on evolving and futureproofing our ability to deliver global fame-making campaigns for clients. This partnership brings together businesses with a shared belief in independence, outstanding performance and craft for the benefit of our clients and team.” 

Oliver Bruce, Founder CEO at PinPoint Media, added: “Joining PrettyGreen marks the beginning of a new chapter for our agency.  Their commitment to creativity, innovation and entrepreneurialism is deeply compelling, and will enable continued growth for our teams, greater access to talent for our clients, and an exciting opportunity to scale internationally.  We are looking forward to playing our part in global fame making.” 

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For two days only, Londoners will find themselves travelling through history and art. The ticket hall and escalators at Charing Cross, one of the capital’s busiest Tube stations, will be reimagined as “Haring Cross” – a striking pop-up tribute to Keith Haring, one of the world’s most celebrated artists, and his legendary collaboration with Absolut Vodka in the 1980s.

The activation marks the next chapter of the global Absolut Haring launch, turning the daily commute into a captivating and unexpected cultural experience. Stepping off the escalator, commuters, visitors and tourists will be greeted in the ticket hall by two original Absolut Vodka paintings by Haring from 1986, displayed in public for the very first time in the UK. These works once transformed Absolut’s apothecary-shaped bottle into an icon of the art world – and now return to the underground, where Haring’s energy first ignited.

• two original Absolut Vodka artworks by Keith Haring are on display to the public
• free posters depicting the artworks available at the two-day event
• the experience celebrates the recent launch of the Absolut Haring Artist-Edition bottle
• celebrating a shared belief that art is for everybody

Rooted in Haring’s belief that “art is for everybody”, visitors will also be able to take away a free poster depicting one of Haring’s paintings on display (while stocks last). This iconic piece of artwork, featuring its unmistakable red lines and dancing figures set against a bold yellow canvas, became an Absolut campaign classic in 1986. A must-see if you happen to be in London in mid-September, this one-off project transforms the hustle and bustle of underground ticket halls and escalators into ‘Haring Cross’ – an immersive space adorned with graphic elements inspired by Keith Haring, for everyone to enjoy.

Haring wanted to make art accessible to everyone. His paintings, subway chalk drawings and public murals – whether dancing figures or barking dogs – vibrated with energy while carrying a deeper meaning beneath their playful surface. Just as Haring used art to capture imaginations and explore universal truths, Absolut has always believed that art for all can inspire, uplift, unite and open minds. The Absolut Haring artworks on display serve as a visual reminder of Haring’s belief in creativity as a unifying force, celebrating the power of art to drive positive change.

Deb Dasgupta, VP Global Marketing, Absolut Vodka, says: “Absolut has always believed that art should be open, joyful and for everyone. Keith Haring’s work radiated that belief – full of energy, colour and hope. With Absolut Haring, we’re inviting a new generation to celebrate that spirit in a public space – in an underground station that reflects and connects to the subways that inspired Haring more than forty years ago. It’s a vibrant reminder that creativity can inspire, uplift, unite and open minds.”

The ‘Haring Cross’ event follows the launch of the Absolut Haring Artist-Edition bottle across global travel retail in July and, which will be available across 40 markets from September onwards. The Artist-Edition bottle’s design pulses with energy: a debossed rhythm of dancing figures brought to life in his signature blaze of reds and yellows, cut sharply against Absolut’s distinctive blue. Signed off with Haring’s unmistakable signature on the shrink sleeve, the result is a piece of 3D kinetic art that transforms the original painting into something you can hold, admire and toast with.

David Stark, founder and CEO of Artestar, the agency representing the Keith Haring Studio, says: “Our mission is to keep Keith Haring’s spirit alive by continuing to expand access to his art and the important messages within it. This project with Absolut revives a moment that meant so much to Keith. It’s a wonderful tribute that allows anyone to engage with this special story that started back in 1986.”

Absolut’s collaborations with many influential pop art artists can be traced to 1985, when Andy Warhol first painted Absolut’s bottle and Keith Haring became the second a year later. Over more than two decades, Absolut worked with more than 550 artists who created more than 850 works of art. Today, they form part of the renowned Absolut Art Collection housed at Spritmuseum in Stockholm.

Christer Mellstrand, Museum Director at Spritmuseum, says: “Since 2008, Spritmuseum has been the proud owner of the Absolut Art Collection – a treasure trove of art, or perhaps advertising? Visitors are thrilled to discover that behind many of Absolut’s classic advertising campaigns lie real artworks by renowned artists: paintings, sculptures, drawings and more. Only the paintings by Andy Warhol are, perhaps, more famous in the Collection than Haring’s. To this day, Haring’s energetic and celebratory imagery remains an unmistakable part of contemporary culture.”

Emma Strain, Customer Director at Transport for London (TfL), says: “The London Underground has a long-standing connection to the art world, so we’re delighted to work with Absolut to be able to host Keith Haring’s art at Charing Cross Tube station. Activations like this provide our customers with a new way to experience art in London.”

Visit the ‘Haring Cross’ experience at Charing Cross Tube station for two days only from 17-18 September. The Absolut Haring Artist-Edition bottle will be available across 40 markets, including the UK, for a limited time only. Please visit www.absolut.com/en-gb/products/absolut-haring/ for more info.

This activation with Transport for London (TfL) consists of Keith Haring vinyls throughout the ticket hall, license to use TfL’s IP to create bespoke roundels to be used within their creative advertising (only) and use of a retail unit to display original Keith Harings. Advertising within the station was booked through Global. It is not a renaming of the station and no customer signage has been changed as part of this activation.

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Retailwise, a new platform brought to you by leading SaaS specialists Staffwise, comes at a moment when UK marketing budgets are recovering and brands are doubling down on in-store activations. 

According to the IPA Bellwether Q2 2025 Report, a net balance of 5.5% of marketers increased spend, reversing a four-year low in Q1. While growth in experiential marketing eased slightly to 3.9% (down from 5.4%), it remains one of the few areas showing consistent investment, alongside sales promotions and direct marketing. 

This renewed confidence in experiential formats is being felt across retail. Shoppers are returning to physical spaces not just to buy, but to engage. And brands are responding with activations that are more immersive, more interactive, and more strategically designed to drive shopper engagement, influence purchase decisions, and extend reach beyond the store through social sharing and branded content.

Recent UK data highlights the scale of this shift:

• 88% of the population visited a retail destination in late 2024  
• Under-35s averaged 9.5 visits per month, driven by experiential formats 
• 85% of customers are more likely to spend in-store after attending an event 
• 73% say they spend more time and money in stores offering experiences 
• 77% of marketers now integrate experiential into their brand strategy  

With mainstream signals like Netflix formalising “Netflix House,” and the Financial Times putting immersive entertainment near £100bn in 2024 with strong growth expected by 2030. This reflects what many IPM members are seeing on the ground: a rise in in-store activations, sampling campaigns, and immersive merchandising. All of which depend on well-coordinated field teams.  

“We built Retailwise to solve very real industry challenges we saw our clients facing every day,” says Mark Waddington, Founder of Staffwise. “It’s about empowering agencies and brands with the tools to run smarter, faster, and more effective retail execution.”

Connecting Field Teams to Campaign Results 

Retailwise is designed to close the gap between the people delivering in-store campaigns and the systems used to measure their impact. Field teams are often managed separately from reporting tools, leaving brands with fragmented data and limited visibility.  
 
The platform brings together scheduling, onboarding, and real-time reporting into one streamlined system. Whether it’s a nationwide sampling tour or a series of tactical merchandising visits, agencies can now track who was on-site, what was delivered, and how it performed, all in one place. With budgets tight, spending becomes strategic and having access to a wealth of data and analytic helps underpin effective retail spending. 
 
In addition to it’s shelf-scanning tools, Retailwise also focuses on the people behind the campaigns  (brand ambassadors, merchandisers, and promotional teams) giving agencies visibility into attendance, activity, and outcomes. 

Smarter Retail Starts Here 

In a landscape where shopper expectations are rising and brand experiences matter more than ever, platforms like Retailwise are helping agencies and brands lead with confidence, clarity, and impact. Ready to see it in action? Visit retailwise.io or book a demo to explore how smarter retail execution starts here. 

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Nemiroff is turning supermarket shelves into stadium seats with a new campaign that celebrates the beautiful game. In partnership with IPM Members Activation, this promotion gives fans a chance to win VIP matchday tickets, snack hampers, and cash prizes.

Launching across Co-Op, Morrisons, Asda, and Sainsbury’s, the grand prize is more than just a seat in the stands. It’s a full-throttle football weekend, complete with hospitality and £750 cash to cover travel, digs, and dining.

Crafted for the Crowd

Nemiroff’s partnership with West Ham United, Fulham, Everton, and Aston Villa sets the stage, but the campaign is designed to resonate with fans of all stripes. Whether you’re claret and blue or just here for the brew, the activation celebrates the shared spirit of football fandom.

Instant Wins That Hit the Back of the Net

Not every shopper will bag the big prize, but that doesn’t mean they’re off the pitch. Nemiroff is fuelling the fan experience with a line-up of instant-win rewards, including pub-style snack hampers and cash prizes. Whether you’re hosting a home-viewing party or just fancy a solo celebration, these prizes bring the matchday magic straight to your sofa. It’s all about rewarding fans in the moment, no VAR required.

From Shelf to Stadium

The campaign runs from July 16 to August 16, timed perfectly to capture attention as anticipation builds for the 2025/26 Premier League season. A dedicated microsite makes entry easy, while in-store POS brings the energy to the aisles. Want to see how it all comes together? Click here to find out more and enter the draw yourself.

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