Written by Helen Kirkham, Head of Growth & Strategy at Creatisan Ltd.

Why we’ll never do this pop-up again.

We recently created a pop-up for Bold Bean Co. in the heart of Soho. It was bright yellow, brilliantly beany, packed with personality and, judging by the queues and the amount of it appearing across our social feeds, people rather loved it.

We’ll never do it again, not because it didn’t work… But because The Beanery was unmistakably Bold Bean. And the best brand experiences are the ones that couldn’t possibly belong to anyone else.

A little bistro. A lot of bean obsession.

Bold Bean isn’t short on personality, it’s built an incredibly passionate community around something most people probably hadn’t given much thought to before… beans! There’s a whole world of creativity, culture and genuine obsession around the brand, from customers making artwork inspired by its jars to finding new ways to reuse them.

As part of Bold Bean’s wider September campaign celebrating that obsession, we worked with the team to turn 59 Greek Street into The Beanery. A three-day pop-up bistro that brought the brand’s world into the real world. We took the space from an empty unit to a bold, yellow bistro, bringing together the creative design, production, build and delivery of an experience packed with things people already loved about Bold Bean.

Big, delicious beany lunches. Community artwork covering the walls. Cookbooks, merch and a jar upcycling station with Freddie’s Flowers, giving those iconic glass jars a second life as flower vases. Every element had a connection to the brand. Nothing was there just to fill a space, and that’s where we think the most interesting brand experiences begin.

Know who you are.

It’s easy to get distracted by what’s trending in experiential. The latest technology, the must have photo moment, the format everyone’s suddenly doing. But the starting point should always be the brand itself. What makes it different? What do people already love about it? What would feel completely natural for this brand, but ridiculous for anyone else?

With Bold Bean, we had a brilliant starting point. An instantly recognisable visual identity, a playful personality and a community that was already doing some pretty wonderful things with the brand. Our job was to take all of that and translate it into a physical experience. The bold graphics, the bistro setting, the community art, the jars filled with flowers. It all felt like Bold Bean because it came from Bold Bean. We weren’t trying to invent something new for the sake of it. We were finding ways to bring what was already special about the brand to life.

Give people a reason to care.

Getting someone to notice your activation is one thing. Giving them a reason to actually spend time with it is another. People are busy, their attention is valuable, and simply putting a brand in front of them isn’t enough. The Beanery gave people plenty of reasons to get involved.

There were free lunches worth queuing for, beautiful community artwork to discover, cookbooks to browse, merch people genuinely wanted and the opportunity to turn an empty Bold Bean jar into something lovely to take home. It wasn’t just somewhere to visit and photograph. There were things to taste, make, discover and enjoy.

The experience didn’t have to end when people walked out of the door. A jar of flowers on someone’s kitchen table, a tote bag being carried around London, a photo shared with friends. These are the little ways a brand experience can continue to live beyond the space itself.

Make it impossible to ignore.

Of course, even the most beautifully considered experience needs to get noticed, a bright yellow bistro in the middle of Soho is a pretty good place to start. From the distinctive exterior to the world waiting inside, The Beanery was designed to be instantly recognisable, inviting and easy to understand.

There was no complicated explanation needed, people could see what was happening, understand what was on offer and get involved and once they did. There was plenty worth talking about. The three-day activation saw 1,500 free lunches served, two sold-out supper clubs, queues along Greek Street and a huge amount of love across social media, alongside coverage from the likes of Time Out.

It’s always brilliant to see something we’ve spent so much time bringing together take on a life of its own, but what made it particularly satisfying wasn’t just the attention it generated. It was seeing people connect with the brand in exactly the way the experience was designed to encourage.

So, why won’t we do it again?

Even if Bold Bean asked us to create another pop-up tomorrow, it shouldn’t be The Beanery all over again. Every activation has its own moment, a different location, a different audience, a different time of year. Cultural moments, changing consumer behaviours, wider campaigns and where the brand is on its own journey all play a part in shaping what an experience should be.

What worked brilliantly on Greek Street in September won’t necessarily be what works in a festival field next summer, a department store at Christmas or even back in Soho a year from now. We can take everything we’ve learned from creating The Beanery into the next project. The thinking, the experience, the attention to detail and the understanding of what makes people want to get involved, but the creative outcome should always be shaped by the opportunity in front of us.

We don’t believe in taking a successful pop-up, changing the colours, swapping the logo and calling it a new experience. And we don’t believe in repeating the same formula for the same

brand, either. It’s about creating something that feels completely right for the brand, the audience, the place and the moment.

That’s the art of being unmistakably you.

And it’s exactly why we’ll never make The Beanery again.

The post Bold Bean Co brings its brand personality to life with an unmistakable Soho pop-up appeared first on IPM Bitesize.

Sainsbury’s and the Roald Dahl Story Company have reunited for a third consecutive Christmas campaign, with the beloved BFG returning for a new festive adventure. Building on the success of the previous two campaigns, this year’s festive advert takes viewers on an epic journey into Giant Country, bringing even more of Roald Dahl’s imaginative worlds to life, the advert sees the BFG feeling under the weather and worried that he might miss Christmas. Determined to make sure her giant friend doesn’t miss out, returning Sainsbury’s colleague Annie sets off on a daring delivery mission with her sidekick Fred, transporting a delicious festive feast through Giant Country. Along the way, they encounter a series of obstacles, including an enormous Squizzly Scotch-Hopper and the mischievous Greedy Giant, before finally arriving at the BFG’s cave to share a heartwarming Christmas meal.

Born Licensing has continued to represent the Roald Dahl Story Company in delivering its global partnership strategy through advertising campaigns that authentically bring its characters and story worlds to life, with creative storytelling at the heart of this approach. The campaign’s return for a third consecutive year also reflects the enduring power of the Roald Dahl IP to connect with cross-generational audiences, reflecting both its continued relevance and audiences’ appetite to engage more deeply with these beloved characters.

For this year’s campaign, the agency facilitated the creative collaboration between the licensor and Sainsbury’s creative agency, New Commercial Arts. Together, the teams explored more of The BFG’s heartwarming lore, giving audiences a glimpse into the craggy, mystical Giant Country and some of its fantastical inhabitants

From the BFG’s whimsical cave and the return of the Greedy Giant to the introduction of the enormous Squizzly Scotch-Hopper, the campaign incorporates recognisable elements of Roald Dahl’s storytelling while creating an entirely new adventure for Sainsbury’s. The Roald Dahl Story Company, Born Licensing and NCA worked collaboratively to ensure the creative interpretation remained faithful to the characters, their personalities and the distinctive world of the original story.

David Born, CEO of Born Licensing, comments, “Fictional characters are already one of the most effective tools in advertising, because audiences know and love them before a campaign even starts. When a brand features the same character year after year, it gets a compounding benefit, with each campaign building on the last. The BFG was already cherished by British families, and each Sainsbury’s campaign has taken the story further, this year right into Giant Country.”

Alice O’Brien, Head of Global Commercial Partnerships at the Roald Dahl Story Company, comments, “We’re delighted to bring the BFG back for a third consecutive Christmas campaign. It has been fantastic to see him become such a much-loved part of the festive season for audiences. The Roald Dahl stories are so rich in imagination and detail, and this year it has been especially exciting to explore more of the craggy mystical Giant Country and bring a new chapter of the BFG’s world to screen in a way that feels authentic to the original story. It’s a testament to the enduring appeal of these characters that there is still such warmth and enthusiasm for seeing more of their world brought to life.”

The advert was created by New Commercial Arts, directed by Sam Brown through Rogue Films, with visual effects and post-production by Electric Theatre Collective.

The campaign premiered on television on Sunday 1 November 2026, with the full two-minute film also launching on Sainsbury’s YouTube channel. The 90” advert will also be supported by a series of 60”, 40” and 20” films across TV, social and online.

The post Roald Dahl’s BFG Returns to Sainsbury’s for Third Christmas Campaign appeared first on IPM Bitesize.

Perfetti Van Melle-owned Chupa Chups heads to Thorpe Park with N2O for a third year in a row, following last year’s success with Chupa Chups x Stranger Things challenge

Multi-award-winning creative brand experience agency N2O is bringing Chupa Chups’ new above-the-line campaign, ‘The Struggle Is Over’, to life this Halloween with an immersive brand experience at Thorpe Park Fright Nights, turning the familiar frustration of opening a lollipop into a series of playful new struggles.

The activity supports Chupa Chups’ launch of its new easier-to-open wrappers, which are rolling out across Europe. The wider campaign plays on the fact that opening a Chupa Chups has become something of an internet-famous struggle, culminating in the brand creating its hardest-to-open lollipop yet for content creators.

The Chupa Chups Struggle Exchange invites Fright Nights visitors to swap the struggle of opening their lollipop for a series of deliberately frustrating (and much more fun) challenges. Working in teams and against the clock, guests enter an immersive Halloween facility to try and conquer three familiar everyday annoyances: hunting through a mountain of laundry for a missing Chupa Chups sock, finding the elusive ends of stubborn rolls of tape, and unravelling a chaotic bundle of knotted headphone wires before the time runs out.

It follows N2O’s Chupa Chups x Stranger Things experience at Thorpe Park Fright Nights last Halloween, which recreated the Byers’ house and turned sampling into an immersive attraction. The activation was named Thorpe Park’s best-ever brand-led experience, achieved a 9.3/10 visitor rating and has since won Gold in the Entertainment & Sport category at the 2026 IPM Awards.

Scott Kilvington, Senior Client Development Director at N2O, said: “There’s something brilliantly simple about this campaign. People have been talking about the struggle of opening Chupa Chups for years, and the brand has listened and done something about it. Last year showed us how powerful Chupa Chups can be when the brand becomes part of the Fright Nights experience rather than simply appearing alongside it. This year we’re building on that, with an idea that comes directly from the product innovation.”

Kim McMahon, Brand Manager for Chupa Chups at Perfetti Van Melle, says: “Our activation is all about turning those everyday moments of frustration into opportunities for fun, inviting guests to take on a series of playful challenges for the chance to unlock sweet rewards. It’s the perfect way to bring Chupa Chups’ playful spirit to life and we can’t wait to help visitors put their everyday struggles behind them and embrace a little more fun this Halloween.”

The Chupa Chups Struggle Exchange will run at Thorpe Park during Fright Nights across the Halloween season.

The post N2O Takes ‘The Struggle Is Over’ To Thorpe Park Fright Nights With New Chupa Chups Halloween Experience appeared first on IPM Bitesize.

Cloud Nine Incentives has appointed Claire-Louise Brown as Client Relationship Manager, strengthening its events and incentive group travel offering as the agency enters its biggest year of growth in its 15-year history, with turnover up 27% year on year.

The appointment comes as businesses increasingly turn to incentive travel and shared experiences to motivate, reward and retain employees. Recent research found that both individual and group incentive travel outperform cash and other non-cash rewards for motivational impact.*

Claire-Louise partners Emma Coleman, Director of Events, formerly of BCD Meetings & Events, who has played a key role in scaling Cloud Nine’s events division. Together, they will drive the next phase of growth for the agency’s end-to-end events and incentive travel offering, with the capability to deliver experiences across the UK and Europe.

Claire-Louise joins from Bose, where she managed major UK retail accounts including Selfridges, Harrods and Costco, bringing valuable commercial and client relationship experience to the growing team.

Claire-Louise Brown said:

“It’s an exciting time to join Cloud Nine as the business celebrates its 15th anniversary and enters the next phase of growth. As organisations increasingly recognise the importance of wellbeing, engagement and meaningful ways to reward their people, I’m looking forward to introducing more businesses to the breadth of our events, incentives and experiences offering.”

Cloud Nine Incentives has also expanded its specialist in-house travel team with four new appointments, strengthening its ability to manage every element of an experience, from creative concepts and destination sourcing to travel logistics, guest management and on-the-ground delivery.

Michael Chambers, Co-founder and Director of Cloud Nine Incentives, said:

“We’re experiencing our biggest year of growth since launching Cloud Nine 15 years ago, and this is an exciting next chapter for the business.

Emma has played a key role in scaling our events division and building the end-to-end capability we have today. Claire-Louise’s appointment is an important step in that growth. Her commercial experience and ability to build strong client relationships will complement the expertise we already have within the team.

Together, with our growing in-house travel team and established pan-European network, we are continuing to invest in the people needed to deliver ambitious, memorable experiences for our clients, all through one specialist partner.”

Recent work includes managing INTERSPORT’s winner experience at the UEFA Champions League Final and delivering a once-in-a-lifetime trip to Colombia for Corona, bringing together 60 guests from 13 countries across three weeks as part of a pan-European brand immersion. The agency has also been shortlisted for three EM Awards, with the results announced in September.

The post Cloud Nine Incentives Strengthens Events and Incentive Travel Offering With Key Appointment as Agency Marks Biggest Year of Growth appeared first on IPM Bitesize.

Following a competitive pitch, creative communications agency, PrettyGreen, has been appointed by Unilever’s Dove Division to oversee micro-influencer marketing, content creation, and e-commerce strategy, including TikTok Shop. Home to some of the world’s most iconic brands including Dove Men.

The agency will lead activity across key channels as part of an expanded multi-discipline brief and work in close partnership with Unilever’s in-house teams to elevate the role of social and influencer in driving fame, engagement and conversion across the Dove portfolio.

The partnership will kick off with a debut activation for Dove, marking the first major campaign delivered under the new integrated remit.

Jennifer Bibby, Assistant Brand Manager at Dove, said:

“PrettyGreen impressed us with their cultural understanding, creativity and channel fluency. Their integrated approach across social, influencer and ecommerce, paired with a strong feel for our brands, made them the right partner to accelerate our ambition in 2026. We’re excited to see the impact of our first campaign together for Dove.”

Sarah Henderson, Managing Director at PrettyGreen, added:

“We’re incredibly proud to be partnering with such a powerhouse. Unilever’s brands are culturally defining and purpose-driven, which is a dream for us. With a new multi-channel remit that spans everything from influencer storytelling to TikTok Shop, we’re gearing up for a huge year, starting with a standout moment for Dove.

 This partnership is a brilliant example of how influencer has evolved into a true growth driver. Our role is to harness the power of creators, communities and commerce in a way that feels native, credible and high impact. With an integrated remit spanning influencer and ecommerce, we’re building connected ecosystems designed to deliver both cultural relevance and measurable results.”

The post PrettyGreen appointed by Unilever Dove Brands appeared first on IPM Bitesize.

Dubbed by many as the “Glastonbury for business”, Ideas Fest has rapidly become one of the UK’s most exciting gatherings for founders, entrepreneurs and ambitious brands. Bringing together inspiring speakers, challenger businesses and a thriving community of enterprising people looking to learn, connect and grow, it has firmly established itself as a standout moment in the business calendar.

At an event built around bold ideas, meaningful conversations and entrepreneurial ambition, the brands that leave the biggest impression are often those that contribute something genuinely valuable to the experience.

This year, Starling did exactly that with the Starling Social Club.

Rather than creating a traditional branded presence, Starling set out to build something more useful, a space designed around connection, conversation and community. Positioned within the festival’s Ideas by Her zone, the Starling Social Club became a welcoming hub for founders, entrepreneurs and business leaders to gather, exchange ideas and build meaningful relationships. Across two days, the space hosted a Starter Party with DJ Vinyl Jen, a packed programme of talks, workshops, pitch practice sessions and networking opportunities, balanced with quieter moments for attendees to pause, recharge and connect.

As part of a partnership with Ideas Fest, Starling and Ideas Fest launched a scholarship programme that provided 250 fully-funded tickets to ambitious female founders across various sectors, backgrounds, and business stages.

Thriving female entrepreneurs are vital to the UK economy, and with around a third of Starling’s business account holders being women – more than double the UK average – Starling provided this initiative to champion female-led businesses, break down barriers, provide a growth platform, and reinforce its position as the go-to banking partner for enterprising people.

The initiative was over-subscribed, and generated overwhelmingly positive online sentiment. Beyond event attendance, it has created an instant community where female founders have connected, supported and uplifted each other and will live on.

The approach reflects a wider evolution taking place across experiential marketing.

Today’s audiences are increasingly seeking experiences that offer genuine value, whether that’s learning something new, making a useful connection or gaining access to expertise. The most effective live experiences are moving beyond brand exposure and towards enablement, creating environments that help people achieve something meaningful while naturally building affinity with the brand behind them.

For Starling, a female-founded business with a strong connection to the UK’s entrepreneurial community, creating a home for founder conversations felt both authentic and purposeful. The programme was carefully curated to balance inspiration with practical value, offering everything from strategic business discussions and founder stories to pitch coaching and peer-to-peer networking.

The physical environment played an equally important role in bringing that ambition to life.

Working with experiential agency HYPHEN, the 20m x 20m activation was designed to feel less like a branded stand and more like a destination. A central stage sat alongside networking areas, founder-focused content spaces and informal social zones, encouraging attendees to move freely between sessions, conversations and experiences throughout the festival. Features including founder pitch opportunities, networking spaces and social touchpoints provided multiple reasons for visitors to return across the two-day event.

Crucially, the activation recognised a simple truth about founder communities – some of the most valuable moments happen outside the scheduled agenda.

While content remains a draw, audiences increasingly value opportunities to connect with peers, share experiences and build relationships in a more informal setting. By creating a space that supported both structured programming and spontaneous interaction, Starling enabled attendees to engage in a way that felt natural, relevant and rewarding.

As brands continue to evaluate their role within festivals and live experiences, the success of the Starling Social Club offers an important lesson. The most memorable activations aren’t necessarily the loudest; they’re the ones that put audience needs at the centre of the experience and create something people genuinely want to be part of.

When brands focus on facilitating connection rather than chasing attention, they stop being sponsors and start becoming part of the community.

Quote from Andrew Casey, Director of SME Marketing, Starling
“In an increasingly digital age, the value of face-to-face connection, shared experiences, and spontaneous conversation cannot be overstated.”

“We were absolutely delighted with the space created in partnership with HYPHEN. The large tent structure brought our vision for the Starling Social Club to life brilliantly – providing a welcoming, high-energy hub where founders could pitch, recharge, and build lasting, meaningful connections.”

The post From Sponsor to Social Hub: How Starling Created One of Ideas Fest’s Most Valuable Founder Spaces appeared first on IPM Bitesize.

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.

The post Polaroid selects PrettyGreen to bring ‘The Best of Summer is Analogue’ to life at Boardmasters Festival appeared first on IPM Bitesize.

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

The post The All England Lawn Tennis Club and Ocean Outdoor present The Wimbledon Experience appeared first on IPM Bitesize.

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.

The post Haygarth brings NIVEA SUN and Cancer Research UK’s 2026 Sun Safety Tour to life across the UK appeared first on IPM Bitesize.

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

The post PrettyGreen Launches AI Fame Tracker™ appeared first on IPM Bitesize.