Social is no longer a channel. It’s an infrastructure.
The engine of modern brand growth. The environment where your audience discovers, experiences, evaluates, and shares.
The strongest brands don’t just build campaign by campaign or channel by channel anymore. They build Brand Gravity – a sustained cultural pull built through continuous presence across creators, communities, algorithms, and culture.
Inside the Report:
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The “Two-audience problem” in an AI Era: Why you must design simultaneously for Humans (seeking meaning) and Machines (evaluating authority for Generative Engine Optimisation).
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Creators as infrastructure, not media channels: Moving past creators as mere campaign “amplifiers” and embedding them as trusted filters for human credibility.
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Social-First marketing: How to move away from low-fi “trendy slop” and actually design concepts from the ground up to play into the algorithm’s hands.
- The Social Commerce galaxy: Navigating the seamless loop from inspiration to native purchase on platforms like TikTok Shop, YouTube, and Instagram.
The Team
We’ve brought together expert perspectives from across our teams to explore how relevance is earned, sustained, and converted:
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Milly Liechti – Marketing Director UK & US
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Alex Hill – Global Chief Strategy Officer
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Sayan Khastagir – Head of Research & Insights (Northern Europe)
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Meredith Smith – Global Head of Future Strategies
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Juliet Howes – Influencer Marketing Director
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Joe Moring – Social Media Director
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Robyn Saunders – Executive Creative Director
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Eva Liu – Social Commerce Director UK & US
