PrettyGreen wins competitive pitch to deliver experiential launch for Polaroid Go Generation 3. 
Creative communications agency PrettyGreen has been chosen by Polaroid to support the launch of its new Polaroid Go Generation 3 camera through an experiential activation at Boardmasters Festival in Newquay, Cornwall this August.

The appointment follows a competitive three-way pitch, with PrettyGreen selected as Polaroid’s experiential partner for the launch, bringing the brand’s The Best of Summer is Analogue campaign to life at one of the UK’s most iconic music and surf festivals.

The agency has been tasked with creating an immersive festival experience introducing the Polaroid Go Generation 3 to consumers. As part of The Best of Summer is Analogue campaign, the activation positions the world’s smallest instant analog camera as the must-have accessory for a summer of festivals, travel and spontaneous moments. Boardmasters provides the perfect backdrop to bring that idea to life, supporting Polaroid’s wider mission to encourage people to lean into what real life has to offer in a world both obsessed with and exhausted by digital life, celebrating the moments best experienced away from screens.

Working together, Polaroid and PrettyGreen will create an experience that reflects the spirit of an analogue summer, connecting festival audiences with the campaign through shared moments and hands-on interaction with the new camera.

Adam Shoemark, Client Services Director, Experiential at PrettyGreen, said:

“Polaroid is one of the world’s most recognisable brands, so it’s a privilege to be trusted with this launch following a competitive pitch. The Best of Summer is Analogue feels especially relevant today. As more people look to reconnect with what real life has to offer, there’s a growing appetite for shared experiences that happen away from screens. Boardmasters is the perfect place to bring that idea to life.“

Ineke Bontje, Senior Global Retail/Trade Marketing & Brand Experience Manager at Polaroid, added:

“PrettyGreen impressed us with their strategic thinking, creative approach and understanding of both our brand and audience. The team demonstrated a clear vision for how experiential could bring the Polaroid Go Generation 3 and our The Best of Summer is Analog campaign to life in a way that feels authentic for the next generation of consumers. We’re excited to work together on this important launch.”

The appointment adds to a period of significant momentum for PrettyGreen, which has continued to expand its client roster across consumer, lifestyle and entertainment categories while building on its reputation for delivering integrated campaigns that drive both cultural impact and commercial results.

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Flagship viewing zone will be hosted at Battersea Power Station throughout the Wimbledon Fortnight

The Wimbledon Experience makes a welcome return to London’s Battersea Power Station later this month, serving up live tennis action from The Championships, Wimbledon. 

Now in its third year, the official viewing zone will be delivered in association with American Express, Official Partner of The Championships, and managed by Ocean Outdoor.

Throughout the Wimbledon Fortnight, from Monday 29th June to Sunday 12th July, fans will be able to watch the BBC broadcast live on a large format 15 square metre screen, situated in Power Station Park next to the Grade II* listed Power Station and River Thames. 

This year’s viewing zone will feature a fan village, delivering an authentic taste of Wimbledon through its look and feel, partner activations and guest experience. The Wimbledon Experience is free to visit and will be open daily with live match screenings from 11am until 9pm.

As headline partner, American Express will be giving away limited edition charms* and a chance to win tickets to the Wimbledon finals weekend. Pimm’s will also be present with its branded bus, serving classic drinks. Official Championships merchandise will be available for purchase, alongside traditional strawberries and cream.

The Wimbledon Experience will be produced by Ocean Labs. The AMEX activation is produced by the experiential agency Momentum, with planning through UM and Rapport.  

Brendan Dinen, head of marketing at The All England Lawn Tennis Club, said:

“As we welcome what we anticipate will be another unforgettable Championships, we’re excited to bring the magic of Wimbledon to thousands of fans at the iconic location of Battersea Power Station. We’re thrilled to collaborate with Ocean Outdoor once again to deliver a fan experience designed to captivate and inspire audiences while celebrating the very best of world-class tennis.”

Rachel Sutton, Ocean Outdoor director of brand partnerships, said:

“We mark our ninth year working with The All England Club and the third year bringing The Wimbledon Experience to Battersea Power Station. This fan zone gives families and tennis lovers of all ages a chance to view The Championships match action and connect with Wimbledon’s Official Partners against the backdrop of one of London’s most scenic destinations. Where better to relax and enjoy the atmosphere of the oldest Grand Slam event in the world?”

Natalie Caley, senior commercialisation manager at Battersea Power Station Development Company, said:

“The Wimbledon Experience at Battersea Power Station has grown into one of the most popular fixtures in our summer events calendar, as thousands of people visit the riverside neighbourhood to enjoy watching the matches together as part of their day of shopping, dining and leisure. We are pleased to be working again with Ocean Outdoor and The All England Lawn Tennis Club to raise the bar further on this experience, meeting the strong consumer demand for memorable, impactful experiences at Battersea Power Station.”

Last year, Ocean Outdoor managed and curated the 5,000 capacity official Women’s Rugby World Cup fan zone at Battersea Power Station, later becoming the home of the Red Roses’ Rugby World Cup victory celebration.

*subject to availability/while stocks last

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Experiential agency develops and produces “It’s All Sun & Games”, a family-focused brand experience for Beiersdorf’s NIVEA SUN and Cancer Research UK partnership.

IPM Members Haygarth have partnered with Beiersdorf UK to concept and produce this year’s NIVEA SUN and Cancer Research UK’s Sun Safety Tour, helping the brand take vital sun safety education directly to families at some of the UK’s biggest summer events.

The 2026 tour, titled “It’s All Sun & Games”, sees the NIVEA SUN Bus travel to high-footfall family festivals and outdoor events throughout the summer, inviting people to take part in interactive games, win prizes and learn simple, memorable ways to protect their skin and enjoy the sun safely.

The activation supports the 14-year partnership between NIVEA SUN and Cancer Research UK, which works to educate people across the UK on sun safety and challenge common myths around UV exposure. The campaign centres on three key behaviours: seek shade, cover up and apply sunscreen regularly.

Haygarth’s role spans the creative concept, experiential design and end-to-end production of the tour experience, translating NIVEA SUN and Cancer Research UK’s health messaging into an engaging, accessible format for festival environments. The activation has been designed to make sun safety feel simple, positive and easy to act on, particularly for families enjoying the outdoors.

The NIVEA SUN & Cancer Research UK Sun Safety Tour will appear at:

• 23–24 May – Birmingham Pride
• 29–31 May – Wychwood Festival
• 30 July–2 August – Camp Bestival
• 7–9 August – Bristol Balloon Fiesta
• 28–30 August – Victorious Festival

The tour comes as NIVEA SUN and Cancer Research UK continue to build on a partnership that began in 2012. According to Cancer Research UK, the partnership has raised more than £9 million for skin cancer research while helping millions of people stay safe in the sun.

Marcus Sandwith Haygarth CEO said:

“Sun safety is incredibly important, but the challenge is making the message feel relevant in the moments when people are actually out enjoying the summer. Our job was to help NIVEA SUN turn expert guidance into a playful, memorable and high-impact experience that families would want to engage with. ‘It’s All Sun & Games’ does exactly that: it brings education, interaction and brand experience together in a way that feels natural for the festival environment.”

Andrew Rawle, NIVEA Marketing Director, Northern Europe said:

“The NIVEA SUN & Cancer Research UK Sun Safety Tour is a powerful way to bring sun safety to life in the moments it matters most. Together with Cancer Research UK, the activation reinforces our long-standing commitment to sun safety education. As the UK’s No.1 suncare brand, we believe we have a responsibility to help people build lifelong sun-safe habits through simple, practical and memorable advice.

Haygarth has helped us create an experience that brings our partnership to life in an engaging, practical and easy-to-remember way, helping people enjoy the sun safely. We’re incredibly excited to see this come to life across the summer!”

The activation is the latest example of Haygarth’s work in creating connected brand experiences that combine shopper understanding, live engagement and behaviour-led creative.

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New Recommendation Intelligence Platform helps Marketers understand whether AI is choosing their Brands (and what to do when they’re not)

PrettyGreen, announces the launch of AI Fame Tracker™, a proprietary Recommendation Intelligence Platform designed to measure whether brands are being recalled, preferred, trusted and chosen across leading AI systems, including ChatGPT, Claude, Gemini and Perplexity.

As consumer behaviour rapidly evolves, brands face a new communications challenge: not simply being found but being recommended.

According to GWI, 45% of consumers already actively use AI tools to search for information. Whether deciding what to buy, where to eat, who to trust or which provider to choose, consumers are increasingly turning to AI systems to narrow their options before engaging directly with brands.

As AI recommendation engines become a more influential part of the customer journey, brands that fail to appear in AI-generated recommendations risk becoming invisible before purchasing decisions have even begun.

To help organisations navigate this shift, PrettyGreen has developed AI Fame Tracker™, a platform that provides visibility into whether brands are appearing in AI recommendation journeys, diagnoses where brands are succeeding or falling short and a holistic playbook to implement across owned, earned and paid marketing channels to improve a brand’s AI performance.

The platform evaluates brands against four weighted drivers and produces a single AI Fame Score™, enabling marketers to understand how their brand is performing within the emerging AI recommendation landscape.

AI Fame Tracker™ also identifies which competitors are being recommended instead, helping brands understand where they are winning, losing and why.

Announcing the launch, Mark Stringer, Founder and Chair of PrettyGreen, said:

“For years, marketers have focused on influencing what people see. Increasingly, they need to understand what and why AI recommends.

AI is already shaping decisions across every category, yet most brands have little visibility into whether they are being recommended at all. AI Fame Tracker™ gives marketers the intelligence to understand where they stand, identify opportunities and provide playbooks to improve how often AI chooses their brand.”

Jessica Hargreaves Paczek, Group CEO at PrettyGreen, added:

“AI is becoming an increasingly influential part of the customer journey. Brands need a way to understand how reputation, relevance, authority and trust translate into recommendations. AI Fame Tracker™ combines our award-winning communications expertise for world renowned brands, data and technology to make that visible.”

Find out more about AI Fame Tracker™ by PrettyGreen and request your report and playbook at itsprettygreen.com/ai-fame-tracker

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Activation, an award-winning creative shopper marketing agency, has been appointed by Warburtons, the UK’s largest bakery brand, as its sole UK shopper marketing agency.

Activation will be responsible for leading the creative development and execution of retail media and shopper marketing across Warburtons portfolio in UK retailers. The partnership officially began on 1 March 2026, with Activation already receiving briefs for projects across 2026 and into 2027.

Matt Ramsay, Managing Director of Activation, added:

“This is a standout moment for Activation. Warburtons is one of the UK’s most iconic brands, and we’re absolutely thrilled to be able to flex our creative muscles on such a rich, exciting and genuinely brilliant British brand.

It’s a huge opportunity for our agency, and we can’t wait to get stuck in.”

Activation has already begun work on a number of upcoming projects as Warburtons continues to invest in its shopper marketing activity.

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Introducing Passport to Happiness

As consumers increasingly prioritise experiences over possessions, travel incentives are emerging as one of the most powerful ways for brands to create emotional connection, deepen loyalty and deliver moments of genuine joy and lasting memory.

To explore this shift, and to mark 15 years leading the prize and incentives sector, Cloud Nine Incentives, the agency behind campaigns for brands including Nestlé, Heineken, Kellogg’s, Mastercard, Paramount and ASICS, has launched Passport to Happiness, a new report bringing together insights and research from across the travel, marketing and HR sectors.

In a world that often feels busy, uncertain and digitally overloaded, one thing remains clear: travel matters. Not just as a reward, but as a proven driver of happiness, human connection, wellbeing and long-term loyalty. From the anticipation of planning a trip to the memories created long after returning home, travel continues to hold unique emotional value for consumers.

Alongside case studies, the report also found that*:

• 75% of Brits already engage with promotions
• 81% of consumers are more likely to engage with brands that offer prizes or rewards
• 85% believe travel creates long-term happiness
• 76% say they feel happier simply by planning a trip
• 80% directly link holidays to improved mental health

Celebrating 15 years in business, Cloud Nine has delivered experiences for more than 100,000 winners and evolved from a specialist travel prize agency into an end-to-end incentives partner spanning prize fulfilment, campaign management, group incentives, events and multi-market European delivery.

Download the full report here.

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N2O unlocks exclusive brand access to THE UK’s first experiential Manchester Pride Village.

Exclusive access via N2O for brands to activate within Manchester Village Pride 2026, as the event launches the UK’s first-ever experiential Pride village

Multi-award-winning creative brand experience agency, N2O, has secured exclusive access for brands to activate at Manchester Village Pride – a newly established, community-led initiative designed to protect and rebuild Pride following the collapse of the previous organisation. Led by unpaid volunteer directors and backed by investment from local LGBTQ+ venues, the event puts community, inclusivity and reinvestment at its core.

Working with Horlock House, a specialist in brand partnerships within LGBTQ+ culture, N2O will put brands at the centre of the celebration, which sits Manchester’s iconic Gay Village – long recognised as one of the UK’s most important LGBTQ+ cultural destinations. For 2026, the Village will evolve into a curated experiential environment, with N2O holding the key to unlock limited, high-impact brand activations within the space.

This marks the first time brands have been able to engage audiences experientially within the Village itself during Pride, and is set to place them directly inside four days of programming across the August Bank Holiday weekend, including performances, nightlife, community showcases and the city’s Pride Parade.

Jack Horlock, Cultural Partnerships Director at N2O, said:

“This is a genuinely unique moment. The Village is the beating heart of Pride in Manchester, and for the first time, brands can be part of that in a way that feels authentic, creative and impactful. We are offering a rare opportunity for brands to show up at the cultural heart of one of the country’s most significant LGBTQ+ celebrations.”

“Unlike traditional sponsorship routes, access to the experiential village is intentionally restricted, ensuring that brand presence enhances rather than disrupts the authenticity of Pride. The result is a premium, high-demand opportunity for brands looking to connect meaningfully with LGBTQ+ audiences in a culturally relevant setting.”

“We’ve worked closely with Manchester Village Pride to create something that protects the integrity of the event while opening the door for brands to show up properly. It’s not mass sponsorship, but carefully curated, and limited-access. That’s what makes it so powerful, and why it’s a do-not-miss opportunity for brands this year”, he continued.

Andrew Underwood, Co-Director at Manchester Village Pride added: “Bringing Pride back to the Village is about more than location, it’s about restoring ownership to the community.”

“Partnering with N2O allows us to introduce brands in a way that aligns with our values and enhances the experience, rather than detracting from it. This approach brings new energy and investment into the Village while keeping Pride rooted in the people and spaces that made it what it is,” he continued.

With the Gay Village operating as a large-scale live event space across Pride weekend – including outdoor stages, performances and activations – the experiential village offers brands a rare chance to engage audiences at scale, in an environment defined by openness, celebration and cultural relevance.

With limited space and strong early interest, brands are being encouraged to secure access now. Contact: jack.horlock@n2o.co.uk

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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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