Content from our thought leader

Kim Benjamin

Absolut brings Midsommar festival spirit to London
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Absolut brings Midsommar festival spirit to London

Pernod-Ricard-owned Absolut Vodka is launching a traditional Swedish festival in London this summer.

Adidas highlights plight facing oceans with community run
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Adidas highlights plight facing oceans with community run

Adidas is hosting a running event to drive awareness of the "Run for the oceans" campaign, a movement against marine plastic pollution.

Why American Express has created a Japanese forest and neon jungle experience
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Why American Express has created a Japanese forest and neon jungle experience

American Express, the financial services company, is staging an immersive experience themed around "powering up" and energising for the day ahead.

How ITV's This Morning Live pulled in the brands to attract a record audience
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How ITV's This Morning Live pulled in the brands to attract a record audience

ITV's second This Morning Live attracted a record 30,000 people. Kim Benjamin finds out how working with brands and fewer stages led to numbers exceeding expectations.

Brand slam: Just Eat vs Deliveroo
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Brand slam: Just Eat vs Deliveroo

Online food-delivery businesses Just Eat and Deliveroo are serving up beach-themed festivals and virtual dates as they battle for the hearts, minds and stomachs of takeaway customers.

Adidas showcases trainers and technology with House of SolarBoost
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Adidas showcases trainers and technology with House of SolarBoost

To celebrate the release of the Adidas SolarBoost trainer, the brand is inviting people to head down to its 'House of SolarBoost' for a series of running sessions over different distances.

How Airbnb and Little Concert are reviving London's grassroots music scene
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How Airbnb and Little Concert are reviving London's grassroots music scene

Community-driven music platform Little Concert has teamed up with Airbnb to launch a series of Airbnb Concerts in London, part of the Mayor of London's Sounds Like London campaign.

Cineworld launches unlimited movie tour
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Cineworld launches unlimited movie tour

UK cinema chain Cineworld is staging a tour onboard a double decker bus, bringing London's most iconic film locations to life and replicating its 'Unlimited' customer experience.

How Burt's Bees aims to get the nation sowing seeds
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How Burt's Bees aims to get the nation sowing seeds

Health and beauty brand Burt's Bees is creating a wall of seeds for its relaunched honey bee health campaign, "#BringBackTheBees", to highlight the plight of bees disappearing around the world.

The Macallan brings whisky making process to life with visitor experience
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The Macallan brings whisky making process to life with visitor experience

Single malt Scotch whisky brand The Macallan has unveiled a new visitor experience and distillery, in which it has invested £140m.

Omnicom launches Experiential Group to create 'unmatched global offering'
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Omnicom launches Experiential Group to create 'unmatched global offering'

Omnicom has announced the launch of Omnicom Experiential Group, a connected collection of Omnicom experiential agencies that includes UK-based TRO alongside global agencies Auditoire, "DOIT!", GMR Marketing and Luxury Makers.

Boiler Room combines curated content and live events with launch of new platform
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Boiler Room combines curated content and live events with launch of new platform

Music broadcasting platform Boiler Room has announced the launch of 4.3, a streaming platform with curated content supported by multi-faceted events that combine screenings, live music, installations and DJ sets.

Tanqueray No Ten to host series of gin and tea masterclasses
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Tanqueray No Ten to host series of gin and tea masterclasses

Gin brand Tanqueray No Ten is showcasing how to flavour gin with a contemporary flash infusion technique at a series of masterclasses in London.

Sassy Cidre to open floral-inspired pop-up
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Sassy Cidre to open floral-inspired pop-up

French premium cider brand Sassy Cidre is staging a pop-up at the St Pancras Renaissance hotel in London.

How Noddle is helping millennials to get on the property ladder
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How Noddle is helping millennials to get on the property ladder

Noddle.co.uk, the credit report provider, is hosting a pop-up breakfast to help millennials improve their finances and increase their chances of owning a home.

Fever-Tree and Caorunn to stage immersive experiences at gin festival
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Fever-Tree and Caorunn to stage immersive experiences at gin festival

Fever-Tree is staging its Gin School and Caorunn is creating a Highland-themed space at this year's Junipalooza, a celebration of gin.

Magnum ice cream bar to open in New York
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Magnum ice cream bar to open in New York

A Magnum pop-up store where visitors can customise their ice creams with their choice of toppings and dips is opening in New York for the third year running.

Summer Streets Festival returns to Regent Street
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Summer Streets Festival returns to Regent Street

London's Regent Street will host its annual traffic-free Summer Streets event in July for the sixth consecutive year.

Hayman's stages 'ginema' screenings
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Hayman's stages 'ginema' screenings

Gin brand Hayman's of London is turning its distillery into a gin-themed pop-up cinema.

How Nike created a buzz in the suburbs of Paris
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How Nike created a buzz in the suburbs of Paris

Nike took to the suburbs of Paris for the unveiling of its latest trainer, using influential trendsetters and fans to get people talking about the brand.