BITE(Creativebrief)

Mad Academy’s Aisha Ayoade and Oreoluwa Ayoade are building tools to help freelancers thrive in the creative industries.

Following calls to rethink the language of net zero, Jonny White explores the importance of marketing and messaging. Client Services Director Born Social The Energy Security and Net Zero Committee has recommended that the term ‘net zero’ should be scrapped from government communications, arguing that it has become a lightning rod for opposition to climate action. Whatever your view on the term itself, it points to a bigger problem: we need to rethink the way we communicate sustainability.

You may be aware of the gender pay gap, but do you know about the gender pension gap? Thanks to a new campaign from Pregnant Then Screwed, the structural inequality in the UK pension system is finally making its way to the top of the agenda. In the UK on average women have a 33% smaller pension pot than men. A staggering gap which is powerfully brought to life in a new campaign from Pregnant Then Screwed.

How do you get attention in a media ecosystem in which consumers are facing information overload? You make your point unmissable in its simplicity and stickiness. In the case of Ark Agency’s pro bono campaign for The Dad Shift, this simplicity extends to pointing out that the UK’s statutory paternity leave, of just two weeks, is shit. The two weeks' pay, which is paid at £194.32 a week, is less than half the minimum wage. Making it the least generous paternity package in Europe.

The next wave of growth won’t come from talking to the same audience. It will come from reaching the people, communities and needs your brand has yet to discover. This was the message from Ali Hanan, CEO and Founder of Creative Equals, as she opened the first-ever RISE: Health & Wellness event.

Grimegran, Beau The Beard and Grandad Frank are some of the ‘granfluencers’ that star in Kahlúa Coffee Cream’s new campaign that seeks to brush off the sleepy reputation of the cream liqueur category. The brand is embracing the party in its new campaign ‘Not A Nightcap’, created in partnership with Wieden+Kennedy London. The brand is partnering with older influencers to flip convention on its head and challenge category norms.

Steve Rowe, lead senior support advisor, NABS, advises: It can feel overwhelming when you’re spinning so many plates – work, kids, caring responsibilities. It’s a common theme we hear at NABS: people wanting to keep performing well at work, while also recognising that the current shape of work and life is becoming hard to sustain. It sounds like moving to 3.5 days could help you to protect your wellbeing and keep contributing at work, so it is worth further exploration.

As part of WACL’s (Women in Advertising and Communications Leadership) ongoing support of female leaders, the organisation has launched the 22nd iteration of its Talent Awards in partnership with NABS. The awards will offer 25 emerging leaders across marketing, advertising, media and communications the opportunity to win grants of up to £1,500 towards their professional development.

Amy China Wire calls for building equality into policies to make meaningful progress on gender. VP Teads Studio UK at Teads To quote the formidable Nicola Kemp; “If you really want to support women, there are 365 days in the year to do so.” Too often, we see companies remembering their female employees in the lead-up to March, championing their team with LinkedIn posts and other social media activations. They say a lot, but in reality do very little.

Emma Flaxman, Founder of StoryOne, reflects on how the UN//SCENE conference underlines that talent is everywhere, but access to industry influence is not. Founder StoryOne There is something slightly absurd about an industry that spends its life trying to understand every audience, while still giving the biggest stages, loudest microphones and most influence to a relatively narrow set of voices.