BITE(Creativebrief)

Brands must meet audiences where they are in a changing health and wellness landscape. CEO and Co-Founder Kyra Every January, wellness becomes a focal point for millions. And every year, the industry prepares to sell transformation. It is a big business. In the UK alone, the fitness industry was valued at more than £6.5 billion by mid-2025, fuelled by gym memberships, supplements, apps and at-home equipment.

To encourage students to learn about credit and increase financial literacy, Experian has partnered with brand experience agency Seed to create an immersive educational experience, Credit Quest. Blending live gameplay with bite-sized learning and opportunities to win prizes, the experience transforms the city of Manchester into a live treasure hunt.

The great lengths businesses will go to to ward off cyber criminals is brought to life in a new campaign from M+C Saatchi Group UK for the National Cyber Security Centre (NCSC). The work, launched in partnership with the Department for Science, Innovation and Technology (DSIT) is titled ‘Cyber Resilience’. It is designed to increase awareness and encourage uptake of Cyber Essentials certification among UK businesses.

“Everyone around me seems excited for next year - but I just feel anxious and unsure. What if 2026 is even harder than this year?” If this is how you’re feeling, you’re far from alone. Many people tell us exactly this at the start of the year. Let’s start with a reassurance about feeling anxious. We know from neuroscience that worrying about the future is perfectly normal - your brain is attempting to anticipate and prepare for potential threats. But although normal, it’s not particularly helpful.

Across both physical and digital experiences, brands are striving to create moments that are unforgettable. Chief Marketing Officer Spark Brands have never invested more in experiences. Across screens, spaces, and platforms, the ambition, and opportunity, is undoubtedly there. But despite all that effort, many experiences risk being forgettable. The problem isn't a lack of creativity or technology; it's a lack of connection. Today's audiences are feeling overwhelmed.

In the current geopolitical climate, brands cannot treat the World Cup as a neutral cultural platform, writes Eli Keery. Inclusion Executive The Unmistakables Marketing treats culture as a perpetual growth engine. Shared meaning, stories, symbols and emotion create an experience around a brand that extends far beyond product or function. Cultural relevance, participating in shared narratives, remains aspirational because it connects organisations to communities and wider audiences.

Football has always criticised referees, but we are in danger of creating pantomime villains. writes Nick Fruin, Founder of Spike. Founder Spike Have we reached football’s tipping point on referee abuse? Football has always criticised referees. That’s part of the game. But what we’re seeing now, more than ever, is moving into degradation. As a former semi-professional referee who eventually walked away, I’ve watched the language used about match officials shift from disagreement to open contempt.

From AI slop in the olympics to AI brands turning to human creativity in the Olympics, the fundamental truth remains human creativity still matters, writes Wonderhatch’s Jed Price. Head of Strategy Wonderhatch On Friday 6th February, 21 million viewers tuned in to watch the 2026 Winter Olympics opening ceremony. They watched Andrea Bocelli sing. They watched JD Vance get booed.

This deal complements NatWest’s long-term partnership with Team GB and ParalympicsGB that was unveiled last year. Editorial Director Creativebrief NatWest is sponsoring live and on-demand coverage of the Milano Cortina 2026 Paralympic Winter Games. The sponsorship deal, which extends to 50 hours of coverage, will see Royal Bank of Scotland idents running in Scotland.

The open source recommendations are designed to encourage better climate literacy and facilitate sustainable business practices. Deputy Editor, BITE Creativebrief Ad Net Zero’s Young Leaders Group has today (17th February) launched a new guide to help businesses better embed sustainability into everyday strategy. The guide is a new set of open-source recommendations available to businesses, aimed at creating better climate literacy.