26/07/2023Comments are off for this post.

Bigger and better – How AI is changing our design possibilities

There’s no doubt that the most important element of Unlimited B2B is well-thought-out, creative output. For many years, we’ve developed and refined processes to produce the best results, while celebrating the distinctly human trait of creativity.

However, with the accelerated rise of AI, it’s time for this process to change. Now, new tools and approaches are becoming available all the time. And while they certainly won’t replace human creativity any time soon, they can certainly be beneficial in delivering better results, faster than ever before.

One tool we’ve been getting familiar with recently is Runway. This AI-powered creativity tool is helping to streamline many elements, so our designers have more time to make refinements and perfect their work. It’s already gained significant acclaim for its role in the creation of Everything Everywhere All at Once and, frankly, if it’s good enough for an Oscar Best Picture, it’s good enough for us too.
So, what are we using it for?

Time saving

Instant green screens, rapid image adjustment, even quick custom animations from static imagery. Runway is helping our creative team to build a solid base for assets so much faster. Using Runway almost feels like using a custom piece of flatpack furniture. You have your basis; you just need to put it together and make it as great as possible. You don’t have to carve all the pieces out yourself. That saves us time, money and genuinely leads to better overall results.


Creating a range of interesting and varied concepts is one of our favourite things to do. With Runway, we can create more outrageous, exciting, visually different and challenging concept imagery than ever before. And we can do it in half the time.

Whether creating visuals from text, converting imagery to a different art style, or making simple refinements, Runway allows us to create concepts that capture imagination in a fraction of the time. And while these creations might not be refined enough for a finished product, they get the message across to clients quickly and efficiently, while also enabling new possibilities for our design team.

Pushing boundaries

Some design techniques simply aren’t possible within constrained budgets, or limited time. That was true, but it’s now being challenged by AI tools like Runway. Now, previously cost-prohibitive techniques are becoming available for some of our clients, while the upper limits of what’s possible are also on the move. That’s simply down to the time-saving nature of Runway, combined with the features that encourage our designers to think differently. You can try different art styles and mediums in a fraction of the time it’d otherwise take to develop alternatives. That gives us more options, and our clients better results.


When you’re working hard, it can be easy to forget that the core of good creativity is often having some fun. Runway has proven to be a great way for our designers to cut loose and try something a bit strange. For instance, they could use it to imagine Kermit the Frog in renaissance paintings, or turn their colleagues into claymation creations, all from their desks, without days of extreme effort. That’s entertaining, it develops new skills and helps with creative thinking. We enjoy the results, and so do they.

What’s next?

It feels like we’re on the cusp of something very exciting with AI. It’s enabling new possibilities and evolving at an incredible rate. To be at the cutting-edge of creative design, you need to embrace that and make the most of it. Which is why we’ll continue to do exactly that. I can’t wait to see what the future has in store.

04/07/2023Comments are off for this post.

Say hello to Unlimited B2B

As you know, we live for ideas that move people. It’s what makes us tick, and what we’re best at. But in order to continue to do that effectively, we need to keep moving forward too.

The world of B2B is changing in exciting ways. Audience expectations are growing and what’s required for a truly successful campaign is evolving too. In order to succeed, a strong, integrated message is everything.

That’s why we’re excited to say we’re joining forces with the brilliant comms minds of Nelson Bostock to form Unlimited B2B – a new home for full-funnel, integrated B2B experiences, based on a shared love for Human Understanding, Storytelling and Content Experience.

So, what does this mean for you? Well, it means that, alongside the marketing, strategic and creative minds of TMW Business, you now also have access to the PR and communications expertise of Nelson Bostock. That’s around 100 people ready to bring your brand story to life across editorial, social media, print and anything else, so you can get your B2B buyers to buy.

In short, by combining our talents, we’re able to provide a more connected experience for you and your brand. And that, in turn, will lead to better results.

But this isn’t the end of TMW Business. We’ll continue to exist as we are, with the people you know still available to speak when you need us. It’s just that, now, we have a few extra friends.

If you’d like to learn more about Unlimited B2B, you can do so here.

Say hello to our new colleagues at Nelson Bostock here.

16/06/2023Comments are off for this post.

Sustainability and credibility – How to avoid greenwashing pitfalls

The role of sustainability within marketing has changed dramatically over the last few years. Whereas it was once a subject that was nice to talk about, it’s now a key concern that businesses have to show they’re working towards. Failure to do so could cost them customers.

So, the rush is on for every business to prove their environmental credentials to customers. Personally, I think this is a good thing. I’m keen to do what I can to reduce my carbon footprint. I think about what I buy, I want to put solar panels on my roof. And I know I’m far from the only person who feels like this. In fact, 40% of UK consumers now choose products based on the environmental or ethical credentials of the brand, while 59% have consciously reduced the number of things they purchase.[1]

However, keeping up with this change in consumer demand is not without risk. Brands need to tackle their sustainability marketing in the right way, or risk the dreaded reputation for greenwashing. If you’d like a refresher on what greenwashing is, be sure to read our previous blog. If you’re up to speed, you might be wondering how businesses can market their sustainability measures in a credible manner? Here are three simple tips that can help form the basis of green marketing campaigns.

Go big or pipe down

There are two main approaches businesses can take to improve their environmental reputation. The first is to offset carbon emissions and participate in worthy causes across the globe. The second is a more active approach, transitioning to cleaner energy generation, more sustainable packaging, reduced waste and so on.

While the first approach is undoubtedly a good thing to do, in the climate of sustainability marketing, it’s more likely to muster a ‘so what?’. Why? Because it’s probably close to the bare minimum expected. By all means, do what you can, but don’t expect customers to come flocking based on your carbon offsetting.

However, the more active approach of investing in cleaner delivery methods, promoting responsible packaging, reducing plastic use or any other sustainability measure is quite the different story. Not only are people actively looking for more sustainable alternatives to products, 41% of them are willing to spend more on a sustainable choice.

If you take this approach, you should absolutely shout about it. Customers want to hear it.

Practice what you preach

If you set high standards for yourself, and use your marketing to highlight your good work, it’s important to maintain those standards. Any deviation or drop could be devastating to your public perception. You only need look at the impact of negative press on Brewdog recently. As well as a BBC documentary into negative workplace culture, a campaign calling out human rights in Qatar was dubbed hypocritical, while a loss of B Corp status overshadowed all the good environmental work the company is doing.

What can we learn from this? In a world where perceptions matter, you need to ensure you’re clean, ethical and responsible. If you can’t back up your claims, don’t make them in the first place. It’s that simple.

Be brutally honest

Let’s not pretend that eliminating all the negative impacts of what a company does (or sells) is easy. It’s time-consuming and it requires an enormous amount of thought and research if it’s to be achieved in the most effective, ethical manner. The benefits are massive, as people love brands that clearly put effort into their sustainability programmes. But nobody’s perfect.

So, maybe it’s best to acknowledge your limitations. Things can, and will, slip through the net occasionally. Facing up to that fault, admitting it, then taking steps to handle it will always go down well, rather than denying or covering up. Tony’s Chocolonely is a prime example of this approach. With the central pillar of the brand resting on the idea of ending slavery in chocolate production, it’s important they do everything they can to help. However, while there are taking major steps to stamp out slavery in their chocolate production, that’s not a cut and dry thing to do, and they acknowledge that.

We have never found an instance of modern slavery in our supply chain, however, we do not guarantee our chocolate is 100% slave free. While we are doing everything we can to prevent slavery and child labour, we are also realistic… we cannot be there to monitor the cocoa plantations 24/7

Statements like this allow people to make their own decisions, as well as humanising a brand. That’s invaluable in the world of responsible, sustainable marketing.

It doesn’t have to change overnight

Sustainable marketing is a journey, one you can take your customers on if you approach it in the right way. And like most journeys, there will be missteps and pitfalls. By approaching these with sincerity and a willingness to learn from mistakes, you’ll be more likely to be successful in this new world of marketing.

So, let’s get started, shall we?

Want to learn more about greenwashing? Our previous blog has you covered.

[1] https://www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-consumer.html