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      Comment

      Smart takes on digital culture.

      Olivia Neill influencer

      Comment

      How Olivia Neill became the UK’s Emma Chamberlain by shifting from chaotic vlogs to nonchalant luxury

      By Caroline Edwards
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      Comment

      I’m A Celebrity 2024 lineup review: Unpacking the risks and rewards of casting creators like GK Barry

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      Waitrose Christmas advert 2024

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      Waitrose’s 2024 Christmas advert proves brands that can produce entertainment are set for a big 2025

      By Emilie McMeekan
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      Brands must shift from advertising on influencer channels to commissioning creator content in 2025

      By Emilie McMeekan
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      Q3 shopping data shows consumers are engaging with accessible luxury products through influencer content

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      Snapchat Mary Portas

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      Five insights on how social media could support retail and the high street in 2025 according to Mary Portas

      By Dina Zubi
      Aimee Song TikTok

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      Data suggests Louis Vuitton’s TikToker campaign for its Neverfull bag drove more success than its celebrity launch

      By Caroline Edwards
      Victoria's Secret 2024

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      Victoria’s Secret show review: Talent carried the event which proved a brand can be Brat or Barbie – not both

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      Comment

      Maebe first collection review: Molly-Mae Hague’s brand needs to work on originality and ad disclosure

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      Rise of the liftie: How casual elevator selfies catalysed the re-imagining of photo booth activations

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      State of the nation on the shifting midlife audience: “We don’t talk about the menopause, 24 bloody 7”

      By Emilie McMeekan
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      Comment

      The talent at Burberry’s London Fashion Week S/S 25 show gave a clear view of the brand’s direction

      By Sara McCorquodale

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