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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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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Global experiential agency Momentum Worldwide UK have created a new immersive music experience for Heathrow. Designed to help travellers relax and reset at the airport, the experience ranges from solo headphone moments to the shared thrill of live performances. By placing music at the heart of the airport journey, Heathrow is tuning the airport experience to a smoother rhythm.

Rooted in the emotional power of sound, Heathrow Sounds is a multi-year cultural journey that starts at the grassroots, tapping into UK music fan culture, emerging talent and local scenes.

Lee Boyle, Head of Terminals (Services) at Heathrow, comments: “As the best-connected airport in the world, Heathrow is where countless unforgettable journeys begin, and we’re always looking for new ways to make the airport experience more memorable. With Heathrow Sounds, we’re harnessing the emotional power of music to create moments of calm, joy and connection that stay with passengers long after take-off.”

“More than just sound, Heathrow Sounds is about bringing feeling back to travel —using music to create unexpected moments of curiosity, calm and emotion along the journey,” comments Georgina Pope, Senior Creative, Momentum Worldwide.

Along the way, the programme will celebrate the British festival season, showcase immersive mindfulness and create unexpected moments of connection across terminals.

The Soundtrack to a Year of Travel

Heathrow Sounds will unfold through a dynamic programme of activations across terminals and digital platforms, including:

Live Performers – Performances and surprise sets from emerging and established UK artists and performers.

Festival Season at Heathrow – Celebration of the summer music calendar with pop-ups, previews and performances.

Mindful Moments – Curated soundscapes to help travellers relax, refocus and recharge before their journey.

Whether it’s helping travellers feel grounded, soothed or energised, Heathrow Sounds harnesses music’s unique ability to tune us in to the moment and experience the world beyond the gate.

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Leading experiential marketing agency TRO has announced the launch of Activate Live, a specialist creative production division designed to transform big ideas into high-impact brand activations.

Built around a team of expert designers, makers, and producers, Activate Live offers agile, one stop solutions for brands looking to deliver physical experiences that don’t just show up – but stand out.

“Not every brief needs a 10-week build or a 10-tonne truck,” said Alice Holden-Brown, Activate Live Director at TRO. “Big brand or cultural moments don’t wait around – and neither do consumers. Activate Live was built for this exact challenge: helping brands respond to the now with smart, stand-out activations that are as agile as they are impactful.”

From pop-ups and PR stunts to sampling campaigns and seasonal activations, Activate Live is designed to plug in wherever brands or agencies need support. The team can lead projects independently or integrate seamlessly behind the scenes, even offering white-label services for agency partners.

A One-Stop Shop for Creative Production

Activate Live provides a complete range of services, including:

• Creative and design development
• Fabrication and build
• Logistics and installation
• On-site management and staffing

With sustainability in mind, Activate Live also leverages a bank of modular, reusable production assets, enabling brands to reduce costs and environmental impact without compromising creativity.

“Modular production is a game-changer. It means we can turn around high-quality builds faster, keep costs under control, and reduce waste. With our bank of reusable assets, brands don’t have to start from scratch every time – they can move quickly and sustainably.”

Delivering Real-World Impact

Activate Live has already delivered a diverse range of projects including a surprise Olly Alexander pop-up in London to support Twix’s ‘Two is more than one’ campaign, a travel-themed experience for Nutmeg that showcased the J.P. Morgan-owned brand’s global investment expertise ahead of tax year end, and Don’t Look Back in Hanger – a sampling campaign for Dolmio coinciding with the recent Oasis gigs in Manchester.

Ready to Roll

“We’ve launched Activate Live at just the right moment” said Rob O’Siochain, Head of Growth at TRO. “Seasonal peaks like Halloween, Black Friday or Christmas are where brands can win hearts and headlines – if they move quickly and deliver with quality and impact. Activate Live helps them to do exactly that.”

For more information about Activate Live or to discuss an upcoming project, visit https://www.tro.com/activate-live or contact Alice Holden-Brown alice.holden-brown@tro.com.

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Independent brand‑experience agency RPM has become an Employee Ownership Trust (EOT), handing majority ownership to the employees who “power the agency every day,” founder Hugh Robertson announced this week.

“Over 30 years ago, I started this agency with a simple idea: to stay independent, put people first, and create work we could all be proud of. I’m proud to say that RPM is now officially an Employee Ownership Trust.”— Hugh Robertson

Robertson founded RPM in 1993 and has led it ever since, guiding the business to B Corp certification and a reputation for experiential creativity. The new EOT structure protects that independence and formalises the agency’s long‑held belief in a people‑first culture.

RPM was among the UK’s first creative shops to earn B Corp certification in 2021 and continues to nurture future talent through partnerships with Creative Equals, Creative Lives in Progress and local schools.

The leadership team remains in place, while Robertson moves to a non‑executive chair role. He emphasised that it is “business as usual” for clients and partners, adding: “I have full confidence in what comes next.”

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Number one Italian cheese brand, Galbani is putting a cheesy twist on the UK’s favourite viral recipes with the launch of its pop-up Burrata Bar. Doors will open in Shoreditch on 4th July, with all ticket proceeds going to Anthony Nolan charity.

The bar, which has been created by Clarion Communications, will serve up a five-course tasting menu curated solely from trending TikTok dishes. It has been launched after research revealed Brits are binning the humble cookbook and nearly two-thirds (62 percent) are turning to TikTok for their recipe inspiration instead.

In a year when Burger Bowls, Marry Me Chicken, and Watermelon Burrata Salad lit up our feeds, nearly two in five Brits (38 percent) admitted they don’t even own a cookbook. With many saying they never actually use them (37 percent), find them too expensive (36 percent), too bulky to store (33 percent), or just a bit old-fashioned (22 percent).

The Burrata Bar, which is open to the public on 4^th and 5^th July 2025, is pulling out all the stops with a five-course feast dedicated to everyone’s favourite creamy cheese. From oozy Burrata Sandwiches and Baked Burrata to a zingy Strawberry and ‘cream’ Salad, crispy fried Golden Burrata, and even gooey Burrata S’mores – it’s a cheese-lover’s dream come true. And with one in five (20 percent) modern Brits saying burrata gets them genuinely excited, Galbani is speaking the nation’s love language.

It is expected that the pop-up event will drive further demand for Galbani Burrata – which is currently performing well within the market, representing more than a third (33%) of the total burrata market and growing +7.5% value sales year on year[i].

“We’re not just dishing up food, we’re creating an experience made for sharing,” says Heloise Le-Norcy Trott, Marketing Director Lactalis UK&I “Our menu’s all about the dishes people are already loving online, swapping with friends, and craving at home – now with a gourmet twist. Burrata is the star of the show, but it’s that classic Italian vibe of sharing great food with great company that makes the Burrata Bar special.”

Galbani worked in collaboration with Clarion Communications and their events partner Hopper to bring this exciting concept to life, blending culinary innovation with strategic communications to create a truly memorable and shareable brand experience.

Tickets are available here now for The Galbani Viral Burrata Bar, which will be open to the public on 4^th and 5^th July at 133 Bethnal Green Road, E2 7DG. Each ticket will secure a welcome drink and a five-course tasting menu, with all ticket sales proceeds being donated to Anthony Nolan charity. Some walk-ins will be available on the day.

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