31/01/2023No Comments

B2B in 2023: The TMWB round-up

The 2022 calendar year is now well behind us. But it didn’t go unnoticed.

Last year brought us geopolitical instability, cultural shifts in the world of social and rapid advancements in AI. So, you might be wondering what it all means for B2B brands and their marketing.

Luckily, we’ve taken a look at some of the key trend reports for 2023. And picked out a few of the good bits. Here goes…

Digital: Let’s get interactive

By 2024, Stack Adapt predicts digital ads will make up nearly 50% of all B2B spend. And why not? B2B customers are increasingly doing their own online research to support purchase decisions.

In such a competitive space, standing out is more important than ever. Luckily for our marketeers, there are plenty of ways to gain that edge:

Interactivity is where it’s at

Whether it’s ads that use gamification or rich-banner ads via HTML 5, there are some great ways to engage audiences which will become more prominent in 2023.

B2B ads need to appeal to broad buying groups

These innovative mediums provide a unique opportunity to get across different creatives and messages to various audiences. All while offering the recipient free reign to choose the content they wish to see.

Our advice? Strike while the iron’s hot.

Chat GPT: Should creatives and copywriters be scared?

It’s true, AI has definitely caused a stir among copywriters and creatives. Some worry this technology could put them out of a job in years to come. But we think not.

Modern B2B purchasing groups are complex, and so is the content they consume. Each piece of content needs to be carefully crafted and engineered to hit the right chord, for the right audience, at the right time.

While Chat GPT is great at churning out reams of the stuff, it’s based on pre-existing material and lacks an innate understanding of human behaviour.

The things brands want to talk about might be straightforward, but human empathy and emotion is not always logical. Good creatives and copywriters know how to tap into this and it’s a skill that cannot be overlooked.

Of course, this doesn’t mean to say that AI doesn’t have its uses. As a complementary tool, it could take copywriters and creatives to new heights.

This is where brands could gain a competitive advantage.

Read our dedicated blog on ChatGPT here >

B2B Social: LinkedIn isn’t the only answer

TikTok is an effective tool for marketing. Ok, that’s hardly a groundbreaking insight for those in the industry. But a lot of its success has come from B2C products and there’s still a misconception that’s all it’s good for.   

If 2022 has proved anything, it works. And it works for exactly the same reasons.

Brands like Sage, the accounting SaaS provider, have been on the front foot in the last year. You only have to look at their campaign that heroes independent businesses to see how they’ve used their software as a shining example.

Not only does this show great authenticity through user-generated content, it also gives the business owners another platform to gain more exposure – everyone’s a winner.

Expect to see more B2B TikTok in the year ahead.

Cultural: Sustainability isn’t important (…right now)

Ok, I’ll admit that’s an attention-grabbing headline but let me divulge.

We all know and say sustainability is important – but is it really a true priority for those who say it is? Maybe not.

In a report published by GWI, since 2019, there’s been a downward trend in perceived importance of helping the environment in the UK (and many other countries around the world). While the public know it’s important, maybe it’s just not high enough on the pecking order right now?

With COVID, the war in Ukraine and now the cost-of-living crisis, there’s been a lot to worry about. Mental bandwidth simply won’t allow it to all fit in.

Brands can relate to their customers by addressing and reassuring these immediate concerns. But they should also keep an eye on what’s round the corner, approaching challenges like sustainability in a way that keeps the issue within touch, not out of reach.

Plus, it’s their responsibility to do so!

Creative: A quick dopamine hit

Of course, it’s not all doom and gloom. A quick pick-me-up can be the perfect remedy.

It’s expected that brands will deviate away from some of the clean, minimalist imagery we’ve seen become popular in recent years; an attempt to fit into the clean cut aura of evolving tech with a ‘Silicon Valley’ look and feel.

Maximalism, which uses vibrant colours and authenticity, is more likely to evoke that ‘feel good’ vibe our audiences so desperately crave.

And it’s no surprise there’s another emerging trend that’s all too familiar: Retro baby.

Whether it’s an arcade font, a flip phone or a digital camera – seeing those all too familiar mental triggers are the perfect way to not only make people feel good, but win their attention too.

Relatability, done either through authenticity or nostalgia, is going to be more important than ever in the year ahead.

In short, if brands are going to succeed, they must realise that ‘real is radical’.


Stack Adapt – B2B Marketing: How to Effectively Diversify Your Media Mix [StackAdapt Webinar]: https://www.youtube.com/watch?v=0X1_1lv7_-I

Marketing Dive – Burger Kind launches first mobile game: https://www.marketingdive.com/ex/mobilemarketer/cms/news/gaming/876.html

Knorex – Rich Media: Definition, Formats & Examples: https://www.knorex.com/blog/articles/rich-media

Oktopost – 6 B2B Marketing TikTok Examples (That are actually done right): https://www.oktopost.com/blog/tiktok-b2b-marketing-examples/

GWI – Connecting The Dots 2023 Global Trends: https://www.gwi.com/connecting-the-dots

Deposit Photos – Creative Trends 2023: https://depositphotos.com/trends2023.html

Adobe –2023 Creative Trends: https://www.adobe.com/uk/creativecloud/creative-trends-guide-download.html

The Drum – Now’s not the time to trade planet for pocket: why brands must invest in sustainability: https://www.thedrum.com/opinion/2023/01/06/now-s-not-the-time-trade-planet-pocket-why-brands-must-invest-sustainability

31/01/2023No Comments

In it to win it: TMW Business client, IAB UK, nominated for the 2023 Mediatel Media Research Awards

Yep, you read that right.

TMW Business client, IAB UK, has received a nomination for ‘Best Custom Media Research Project – Trade Body’ at the Mediatel Media Research Awards.

As the industry body for digital advertising, IAB UK keeps a finger on the pulse of the latest trends, brings audiences within the industry together, and provides guidance on how to practice and succeed in all things digital.

The background

Conducted in partnership with our sister research and human understanding agency, Walnut Unlimited, this project sought to understand if ‘Digital’ truly had the hearts and minds of the industry.

Digital has seen huge market growth in the last two decades, but there’s an underlying narrative that it cannot deliver the fame, creativity or long-term results that other forms of media are known for. Instead, it has been billed as a functional, direct response channel, fueled by short-term thinking.

The research

Leading the way on the research front, Walnut Unlimited put the hypothesis to work and conducted discourse analysis to understand the language marketers were using in relation to digital. Through a mix of qualitative interviews with leading marketers and semiotic analysis, the key emotional drivers that underpin their relationship with digital were identified and unraveled.

But then we went deeper.

We needed to understand how marketers subconsciously felt about digital.

How could we be sure that what they were saying was how they actually felt?

Reaction time testing. That’s how.

Marketers were given an extensive series of statements, all positioned around “I would love digital more if” and these were intended to address both functional and emotional areas of the subject matter.

The marketers’ responses were analyzed, alongside how long it took them to answer. The length of response indicated how convinced the marketers were of their answers – providing a truer indication of how they actually felt.

The end result? An insight-driven understanding of what marketers really think about digital – helping to inform the way the IAB UK speaks to the industry.

The shortlist

With the awards taking place on the 2nd March 2023, stay tuned to find out how we get on.

Interested to know more about the nominees and event? You can do so here

23/01/2023No Comments

Copywriter vs The Machine

What AI writing means for marketing

By now, you’ve probably heard about some of the amazing new AI chatbots popping up across the internet. As a result, plenty of headlines have emerged, claiming this AI is the beginning of the end for copywriters, paralegals and more.

As a copywriter myself, you might assume that I’d view tools like ChatGPT as the metal devil, an insidious tool here to tear my job away from me. However, let’s be realistic. While AI writing has come a long way in a short space of time, in my opinion, we’re still a long way from it being able to do everything as well as a human can.

So, where does AI shine, and where does it struggle in comparison to humans?

How can businesses make the best use of it?

Let’s answer that question in a way the machines of the future will understand. A head-to-head versus match. Two will enter, one will leave.

Creative concepts

As far as copywriting goes, concepts and new ideas are the main event. From short overarching headlines to brand tone of voice, this is the area where we primarily earn our keep.

And it’s a strong start for the humans. While AI like ChatGPT has proven itself capable of generating certain options from an uploaded brief, it doesn’t have the lateral thinking or creativity to quite make the grade, just yet. Think I’m alone in this opinion? Just ask Nick Cave.

Winner: Human

Asset development

The initial concept has been approved, now it’s time to turn that idea into social posts, eBooks, video scripts and more. Let the hard work begin.

There are two types of humans to consider when evaluating this section; the ones who worked on the initial concept, and the ones who didn’t.

If a human has worked on the initial creative concept, they’ll be in a great position to get going. They’ll already be familiar with the idea, and they’ll be able to quickly produce assets that all share the same tone and overarching purpose.

All of this can be true for a human who hasn’t worked on the initial concept, it just might take a little longer to get things sounding consistent.

So, what about AI?

ChatGPT has proven itself to be a capable asset developer. However, it’s worth remembering that these assets will need to be, at the very least, checked by humans. More likely, they’ll need to be edited to ensure they do what they’re supposed to.



We all make mistakes. We also become so familiar with our own work, it’s sometimes hard to see them. That’s why proofreading is so important. It allows people to spot errors and inconsistencies that might otherwise be missed. The problem is humans get distracted. That means things get missed, and errors slip through the net. On the upside, humans can use lateral thinking and varying interpretations to make suggestions for improvement, rather than simple error identification. That’s before you take their knowledge of brand, client preferences and previous work into account.

So, how does AI get on here? Well, there should be fewer typos off the bat. However, there could still be a few bits of weirdness that need to be dealt with. Maybe a phrase that’s a little awkward, or a sentence that doesn’t work very well.

But in general, ChatGPT excels here. It can spot errors in everything from computer code to prose. That, in turn, makes lives significantly easier for the humans working with it.

Winner: AI

The conclusion?

It probably comes as no surprise to you when I say that no, copywriting is not dead.

ChatGPT has grabbed a lot of headlines recently and there’s no denying it’s an astonishingly capable tool, but at the moment, it’s more of an assistant to copywriters than our replacement.

Think of it this way. Autopilot is a massively capable and reliable tool that helps planes fly exactly where they need to. It doesn’t make mistakes and it doesn’t get tired. But would you get on a plane that didn’t have a pilot?

Copywriting obviously doesn’t carry the same risks. However, your business’ reputation is on the line.

Would you really put out content AI had produced without at least checking it first?

Would you trust it to make decisions about how your business looks to the world, or how you present yourself?

In most cases, the answer is no. And while this might change in the future, for now, human intuition is still #1 for most people. And in a profession as subjective as copywriting, intuition is everything.

Sorry ChatGPT. You’re a brilliant assistant that will make lives easier, but until you go full Skynet and start the nuclear apocalypse, the writer is in charge.

29/11/2022No Comments

5 things I learned at this year’s Global ABM conference

This month, I attended the Global ABM conference in London.

It’s an event held by B2B Marketing, featuring talks on the core principles of ABM (that’s Account-Based Marketing for those who don’t know).

From challenges in implementation (and how to overcome them) to case studies on how marketers are pushing new boundaries within this field – there was lots of food for thought.

Here are five things I took from the event:

1. ABM means different things to different people

For me, ABM has always seemed a bit of a marketing buzz-phrase, complicating a concept that’s actually quite simple.

Breaking down the acronym and explaining the principle behind it is key when having conversations about implementing ABM in any organisation. But being able to articulate how it will benefit individual teams is just as important.

To do this, you need to think about what each team will want from an ABM programme – as an example:

Sales: “I just need something I can execute like a personalised email, landing page, content or an event for my account(s)”

Marketing: “I want to create a programme based on a proper framework and build the right thing for growth”

Execs: “I need to address fundamental issues in alignment, budget, resources and skills to make ABM more successful”

Without doubt, these are all things you need to consider in your ABM strategy. But it’s clear the difference in people’s priorities means you need to engage all parties in the core principles of your ABM approach – before you embark on your journey. Because this will be key to getting their buy in and support with future implementation.

2. Data, data…aaand data

If one thing is certain, you need a hell of a lot of insight to execute a winning strategy. So, it makes sense to understand what you need upfront before engaging on your ABM strategy.

During a talk with Andrew Fitzgerald, Director of ABM at Kyndryl, on ‘How to build an ABM Engine for a $19B start-up’, we were taken through his strategy on initiating ABM in a billion-dollar IT company, Kyndryl.

My main takeaway was building a model for understanding customer potential – including market, internal and competitor data – is a huge factor in defining success.

Using data, Andrew and his team created a scoring system to determine lifetime value. And this was instrumental in making sure efforts were spent in the right areas; they were able to understand which customers to retain, accelerate, optimise or acquire.

Of course, it can’t be forgotten this was for a billion-dollar company (and all the efforts and resources that come with that). So, marketeers may want to start a bit smaller than a comprehensive dashboard and model. But you get the point – data matters!

3. The Metaverse is knocking

I always tend to gravitate towards talks focused on case studies when going to conferences. After all, the proof is in the pudding, right?

One which stood out to me was an agency that worked with a client operating in the HR tech space.

Their successful campaign involved getting their customers into the Metaverse, as part of their ongoing promotional activities. They even went as far as sending out Oculus devices to their hottest leads.

ABM is often associated with a long sales-cycle. Inevitably, this leads to substantial drop-off along the way. So, getting your customers and prospects to engage in meetings and see your promotions through the eyes of the Metaverse is surely a way to keep things fresh.

But is this just a passing fad or will we see other brands and agencies take up similar activities? Time will tell. But striking while the iron’s hot may reap the most success!

4. Remember the 10% rule

Keeping your customers’ attention is important, so why let it slip at the final hurdle?

Dr. Carmen Simon, from B2B decision labs, delivered an excellent closing talk on what it takes to leave a lasting impression on your customers once you’re in front of them. This is all the more important given the complexity of many B2B propositions, and the need to seal the deal with a presentation.

On average, customers will remember just 10% of a presentation after 48hrs. The lesson? Make sure they remember the 10% that matters. And yes, you can control this!

You could try introducing phrases in patterns and using images during presentations. That way, you can help your customer retain the right information. But it’s also important to make them work for it. You’ll often be told to keep things as simple as possible to make an impression. But, in fact, adding a little complexity to retain interest and work the brains of your audience is very effective.

As an example, Dr. Simon showed us two data cloud diagrams from a study she’d work on – one more complex, one less so. The former garnered a 24% better recall rate by participants. So there you have it – use detail, but use it sparingly.

5. The rule of 80/20

Otherwise known as ‘Pareto’s Principle’, this infers that roughly 80% of outcomes come from 20% of causes. This is a principle that, to my surprise, turns out to be evident in most aspects of life. And it’s the foundation on which many ABM principles are built on.

To offer a Layman example, I only wear about 20% of my wardrobe and I wear it 80% of the time. I make this decision because these are the clothes I like the best and feel most comfortable wearing.

While this example may seem very unlike marketing, we can apply this same principle to what a customer portfolio means to an organisation. Most of their business will inevitably come from a select group of customers, and these are the customers who often provide the greatest collective financial value or potential to the business.

This really helps to put the value of ABM into context. It’s all about targeting and focusing on the customers / accounts who will provide you with the most value; enabling an organisation to hone its time and resources on what matters most. In our current economy, this is now more important than ever.

And that’s a wrap…

So, what did I learn?

Here’s a bitesize recap. If you want to make a success of ABM, you need to:

  • educate and inspire your team to get their buy-in from the start;
  • harness your data and regularly consult it;
  • keep your strategy fresh to engage your audience across multiple touch points;
  • and most importantly, focus on what matters (80/20).

If you want to hear more about how we at TMWB plan and deliver ABM campaigns for our clients, please get in touch.

16/11/2022No Comments

The creativity confidence crisis in B2B (and how science can help us crack it)

Standing out. The struggle is real. You only have to look around to see that.

The expected B2B visuals that lack punch. The commoditised offerings that are hard to tell apart.

When it feels like everyone’s saying the same thing, why are people still reluctant to try something different?

Could it be that, while we want to do something different, we’re stuck in old habits? After all, it’s easier to go with the flow than challenge the status quo. I get it. It’s hard to do something different, but it amounts to a crisis of confidence in B2B creativity.

No doubt you’ll recognise the challenges; The abundance of micro differentiators makes it hard to identify a USP. The broadness of audiences makes it difficult to find real insights. And many marketers feel more comfortable reverting to product and service messages. Yes – that’s still a thing.

But one of the biggest issues is process. Getting stakeholders together, aligned and contributing, for one, and getting them to contribute at the right time.

Some stakeholders – technical or product experts – are not experts in communication. Their contribution is most important in the beginning and, arguably, less important when judging the work.

To round off these challenges, there’s also the cultural aspect. Some organisations prefer safe and comfortable. Even their marketers see a departure from the norm, or any talk of creativity, as fluffy.

So, how do you give people the confidence to do something different, or, to be more accurate, something more effective?

For us, the answer lies in human understanding. And the recognition that most human behaviour operates outside of our consciousness.

Science has shown us that human behaviour is not just rational. Buying behaviour is influenced by emotion, memory retrieval and perception.

So, if we want to connect with people, it makes sense to get some help from neuroscience.

For example, if you want to understand what someone will do, just ask them. Right? The problem is, people tell you what they think they will do (or what they think you want to hear), but that’s not necessarily a true reflection of how they actually feel.

Implicit time response testing goes beyond what people say to understand the strength of their emotional conviction. At the simplest level, the faster the response, the easier it was to access from memory – making it more authentic.

Find out more about how that works here >

We’ve been using this type of creative testing to give our clients confidence that their campaign is going to both stand out and drive action. The road to getting there has been smoother too. There’s less subjectivity. And more focus on what’s working for the audience.

Creative testing with implicit research techniques helps brands understand what truly drives customers. It can help measure how the brain is responding, what people like and how they make complex decisions.

At TMW Business, we build our research methodologies to deliver on our brand promise: ideas that move people. This means emotion, motivation and action are all measures of effectiveness.

Because if you can win heads and hearts, you can win business.

13/10/2022No Comments

Saying what you mean AND meaning what you say

How techniques from neuroscience and behavioural psychology can provide a deeper insight.

We may often think that these two statements are equivalent. Of course, with best intentions, we do say what we mean. And we’d like to think that when we say something, we mean it. Right?

The brain is more complex than that.

Emotion (feeling) is at the heart of our decision making. But emotion largely operates at an unconscious level that we are unable to articulate, and therefore have little insight into its effect on our decision making.

What does this mean in the real world?

Well, when we’re asked a question – in person, by a friend or colleague, or more specifically in a research survey – in addition to the answer we declare, there is a previously hidden dimension aligned to that emotional component.

Hidden until now, that is: reaction time testing allows us to measure not just what people say, but also the strength of their emotional conviction. By correctly measuring the speed of reaction and controlling for the speed of response through robust calibration and data cleaning procedures, our reaction time testing approach allows us to understand what people say but add an additional layer of insight from the emotional reaction.

Let’s look at it more (possibly too) simplistically.

In a simple agree/disagree question, we capture the rational response (% agree) and their emotional reaction (speed of response). When reaction time is introduced to the methodology, the same “YES, I agree” response can indicate two different things. This distinction is lost in traditional survey responses that just take the “Yes” as, well, a yes.

While at an explicit level, people rationally may declare the same answer (they both say “yes”), their speed of reaction helps us to understand the strength of belief. The faster the response, the more accessible the attitude from memory, the stronger the level of emotional conviction. So:

“YES I agree” where reaction time is FAST = Says it and truly believes it

“YES I agree” where reaction time is SLOW = Says it but doesn’t truly believe it

This capability has become a game-changer in the research we’re carrying out to gather market and persona insight but also to test responses to creative concepts, or stimuli.

We’ve used it internationally for clients like Castrol, to understand real sentiment on complex topics and themes like “sustainability” where often responses can be conflicted and difficult to interpret meaningfully.

We’re also using it in the B2B space to test creative stimulus.

For Capita for example, we carried out implicit reaction time testing to dig deeper into the emotional responses to creative routes, not solely to find the winner – but to understand how the messaging, the visuals and their combinations speak to the rational and emotional decision-making process.

We spoke to 200 C-Suite and senior decision makers, across public and private sectors in the UK. With three creative concepts to test, we wanted to go beyond a superficial appraisal and understand how the communications really impact at an emotional and cognitive level in order to assess true effectiveness.

We set a high bar for ourselves:

We believe good creative needs to capture attention, stimulate emotions, create and reinforce memories and importantly, drive action.

We call these: Ideas that move people.

Our questionnaire design allowed us to interrogate against these three criteria: catch attention, stimulate emotions, drive action.

Within that we’re looking for attributes like for clarity, believability and relevancy.

While the results helped us to identify the strongest creative, it also allowed us to understand which elements of the other concepts could be leveraged or adopted to guide next-stage creative development.

Our Capita campaign will be in-market shortly – and both we and the client have real confidence in how it will be received, processed, remembered and critically – acted upon.

If you’d like to speak to us about our implicit reaction time testing – and how you could put it to use in your next campaign, drop me a line: eoinr@twmunlimted.com

11/10/2022No Comments

Decisions, decisions…

How to choose your best ABM candidates.

Well done! You’ve successfully managed to bring sales and marketing together into a common cause: account-based marketing (ABM).

Everyone has agreed to go after one or a handful of clients, customers, or prospects, with a highly targeted and carefully planned approach. You’re now looking to tailor it exactly right for each organisation and the key individuals within them. But this might be where the approach you all agreed on, in theory, starts to fray a bit in practice.

How do you choose which accounts to select and proceed your ABM activity with? The answer isn’t always obvious.

Sales might steer you one way – towards a more immediate win.

But marketing might be looking at a longer-term prospect.

And your business leadership team might want an impressive client to put on the logo board.

Sure, these are all potentially valid options. But which path should you take? And how do you keep everyone happy with your decision?

You've got two options now...

Watch our webinar to find out...

13/05/2022No Comments

Asking the big questions

Debate: is the B2B/B2C distinction collapsing?

B2B versus B2C. Sound familiar? It’s an age-old distinction marketers have been arguing about for years. yawn, right?

Business-to-consumer marketing has always been the cool kid at the party. With business-to-business marketing being the less glamorous cousin sitting in the corner. And people still seem to accept that.

But we like to ask questions. Interesting ones.

Like is the gap between B2B and B2C becoming, well, less of a gap? Does B2B have a legitimate space on TikTok? Why are we so obsessed with a funnel?

These are all topics of conversation featured in a recent debate organised by The Drum. And our managing partner, Eoin Rodgers, was only too happy to take part.

Along with several other B2Bers (all experts in this industry), Eoin examined the real difference between B2B and B2C. And what that means for marketers.

Now, the write-up of the debate is available. It’s a cracking read, and – we’d go as far as to say – essential reading for marketers everywhere.

Visit this page to see what our Eoin (and the other panellists) had to say. No yawns – promise.

The Drum US | Marketing, Advertising, Design And Digital News

01/02/2022No Comments

This month we’re… getting (even more) serious about TOV

This little beauty is Voicebox. And we’ll be using it to help brands find a unique way of communicating with the world around them. It’s all part of our mission to get (even more) serious about TOV.

Voicebox – brainchild of Nick Parker at That Explains Things – is the stuff of legends in the world of marketing. Why? Because, at the heart of every great (and loveable, and memorable, and successful and so on) brand lies a great verbal identity. Finding a unique voice that cuts through the crowd can be hard, though – and getting a whole team of people to buy into one clear vision can be even harder. Voicebox is here to make the whole process fun, interactive and easy. Plus, it comes in a mysterious black box which makes us feel important and interesting.

Basically… we had to buy one.

Unboxing Voicebox

Our curious package arrived by courier one dreary January morning – and we were more than a little excited to uncover its secrets.

Inside, we found:

  • 99 TOV tarot cards (with a whole range of adjectives like ‘quirky’, ‘childlike’, ‘blunt’).
  • A guide to flexing brand voice from formal to informal.
  • Dozens of real-life examples from distinctive global brands.
  • Stickers. And oh boy do we love stickers.

Our first thoughts? Voicebox is inspiring, tactile, and really hand-holdy (in a good way). It’ll help set the right direction in TOV development sessions, and help bring theoretical discussions to life with real-world success stories.

As the product site encourages: “Find your voice. Speak to the world. All in a box.” This is a big promise from such a little package… but we’re already firm believers.

Let’s get Voiceboxing

We’ve been helping brands craft better copy for longer than we’d care to admit (have we always had this many greys?). Now, Voicebox has given us yet another tool for creating distinctive, authentic TOVs.

If you’d like to help us try it out, simply get in touch with our Head of Copy, Tom Mitchell.

16/11/2021No Comments

Doing our bit for breast cancer awareness

This October, we had more reason than ever to reflect on Breast Cancer Awareness Month.

That’s because, over the past year, we’ve been working with Kheiron Medical – true AI innovators whose vision it is to make cancer as manageable as an everyday illness. (‘How?’ you ask. To which we reply: ‘It's pretty advanced stuff, why not take a look at the website?')

While the cause was already close to our hearts, our working relationship with Kheiron has allowed us to put our creative talents to the very best use.

Kheiron Medical 31 Wishes Campaign

For the start-up’s ‘31 wishes’ campaign, we collected the wishes of 31 people affected by breast cancer – one for each day of the month. Then, we rolled these thought-provoking stories out across social media, supported by a wish-upon-a-star-themed look and feel.

Of course, it was important for the focus to stay on the patients and their families. So, Kheiron took a back seat and let their campaign stars shine bright.

Visit the campaign landing page here to listen to the wishes >

One final thing: if you’re popping over to our office in Winnersh any time soon, ask for one of James’ famous bacon (or mushroom) sandwiches, which he was selling off throughout October to raise donations for charity. We’re sure he’ll be happy to take your order.