Rainbow-washing – the act of performing support for the LGBTQ+ community with little meaningful action behind it – has become a well-known term for a reason. And audiences are savvy to it. Especially the LGBTQ+ community themselves, who are increasingly vocal about whether brands are walking the walk or just riding the wave.

But this isn’t a finger-wag. We believe that brands can do Pride brilliantly and that real allyship doesn’t require big budgets, just big-hearted intent.

Here’s how brands can move from performative to powerful, with real-world examples to inspire us all.

1. Start from the inside out

Before you go rainbow on LinkedIn, take a closer look at your culture.

An inclusive campaign starts with an inclusive team. But many companies don’t know where to begin. Here’s how to create a culture that genuinely supports LGBTQ+ colleagues – with care and clarity.

Practical steps:

• Educate everyone: Run regular training on inclusive language, unconscious bias and allyship (check out Stonewall’s workplace guides, OutRight’s training, or GLAAD’s media reference resources).
  
• Update policies: Ensure your employee handbook explicitly protects against LGBTQ+ discrimination. Include gender-neutral language, healthcare benefits for all family structures, and support for trans and non-binary colleagues.
  
• Make space to listen: Create employee resource groups (ERGs), anonymous feedback tools, or listening sessions where LGBTQ+ employees can share experiences safely.
  
• Celebrate year-round: Recognise days like Trans Day of Visibility, LGBTQ+ History Month and International Day Against Homophobia, Biphobia and Transphobia – not just Pride.
  

Example: Salesforce
Salesforce supports internal ERGs like Outforce, provides inclusive benefits, and publicly tracks workforce representation. Their external messaging is backed by a robust internal culture – making it authentic, not performative.

Takeaway: Authentic Pride starts with a workplace where LGBTQ+ people feel safe, seen and supported — not just featured in a campaign.

2. Avoid the rainbow rinse

Pride isn’t a seasonal trend. Representation should live beyond June and be integrated throughout the year in your people, your content, your media choices and your campaigns.

Example: Skittles
Since 2020, Skittles has removed its signature rainbow for Pride Month, giving it back to the LGBTQ+ community, and partnered with GLAAD to elevate queer artists on packaging and social. The campaign makes space for others to shine, rather than centre the brand.Takeaway: It’s not just about showing up during Pride. It’s about showing up for Pride, consistently, consciously, and collaboratively.

3. Put money (or resource) behind your message

Support can’t just be symbolic. If you’re celebrating Pride publicly, ask yourself: where is the value going? Are you donating to LGBTQ+ organisations? Are you platforming queer creatives and suppliers?

Example: The Body Shop
For Pride 2024, The Body Shop donated 100% of profits from their Rainbow Soap to Switchboard, a helpline supporting LGBTQ+ people. They also trained their staff on LGBTQ+ awareness and collaborated with grassroots queer creators across social.

Takeaway: If you’re profiting from Pride, find a way to give back to the people behind it.

4. Speak with, not just about, the community

Representation shouldn’t be designed in a vacuum. Involve LGBTQ+ voices from the start – as creators, consultants, strategists, and storytellers.

Example: Absolut
Their #BornToMix campaign brought together LGBTQ+ talent to co-create events, content, and community conversations, not just be featured in an ad. The result was a campaign that felt alive, intersectional and co-owned.

Takeaway: Inclusion is a process, not a checkbox. Partner with people who live the experience.

5. Be brave enough to evolve

We all get it wrong sometimes. Pride is, at its heart, a protest – a movement for change. Brands need to embrace the same mindset: listen, grow, and do better.

Example: Lego
When Lego launched its “Everyone Is Awesome” Pride set, it wasn’t just about rainbow bricks – it was about celebration without corporate branding. More importantly, Lego responded publicly to feedback about leadership diversity, committing to measurable internal change.

Why it matters – and what the data says:

• McKinsey found that companies in the top quartile for ethnic and gender diversity on exec teams are 33% more likely to outperform peers on profitability.
  
• Harvard Business Review reports that inclusive teams make better decisions 87% of the time.
  
• Cannes Lions awarded 2023’s top campaigns not just for creativity, but for inclusion — showing that better ideas and better returns come from representative teams.

Takeaway: Diversity isn’t just morally right – it’s commercially smart. Be open to feedback, commit to progress, and reap the creative and cultural rewards

So… how can we all do better?

At Smithfield, we work in an industry built on influence. That comes with responsibility. As communicators, we help shape stories, spend media money, and choose who’s seen and heard. Pride is a chance – not just in June or July, but always – to use that power for good.

Let’s not be afraid to ask ourselves the hard questions:

• Is this campaign reflective of the real world, or a filtered one?
  
• Who’s behind the lens, behind the brief, behind the strategy?
  
• Are we doing Pride, or are we living our values?
  

With empathy, openness and collaboration, brands can move from rainbow-washing to real-world impact – creating not just campaigns, but communities of care.

Retail media, measurement evolution, and the changing economics of advertising

At this year’s Performance Marketing World, industry leaders delivered a clear message: the media landscape is changing rapidly, and not necessarily in ways that benefit advertisers. Three dominant themes emerged across the sessions:

• Retail media is booming, but it benefits media owners more than advertisers.
• Attribution models remain flawed, with a growing need for triangulated measurement approaches.
• Advertising costs are rising, forcing brands to rethink investment strategies.

With insights from Dr Grace Kite, Les Binet, and Eric Seufert, the discussion focused on how brands can avoid costly mistakes and adapt to the shifting economics of digital advertising.

Retail Media: A Profitable Model—But for Who?

Dr Grace Kite: Retail Media is a One-Sided Transaction

Retail media is experiencing rapid growth, but Dr Grace Kite challenged the idea that it is driving true business growth for advertisers. Her analysis suggests that retail media is not adding incremental sales—it is simply shifting costs from one place to another.

The Hard Numbers Behind the Retail Media Boom:

• 50% of all product searches online now go through Amazon.
• 70% of Amazon’s top search results are now paid ads.
• 50% of Amazon sellers’ revenue goes directly to Amazon.

This trend is not limited to Amazon. Platforms like Deliveroo and AutoTrader are following a similar model:

• A leading food brand now spends millions on Deliveroo ads—for placements they previously received for free.
• AutoTrader controls 75% of UK car search time, making it an unavoidable cost for dealerships.

These findings raise a critical question: Is retail media a true driver of growth, or just an expensive necessity?

Kite argued that brands are increasingly paying rent just to maintain their position in the digital landscape, rather than gaining incremental sales.

The Measurement Crisis: Why Attribution is Still Broken

Les Binet: Moving Beyond Performance Attribution

Les Binet’s keynote reinforced a point that many marketers have long suspected: most attribution models fail to measure the true impact of advertising.

The Key Problems with Existing Attribution Models:

1. Last-click measurement is fundamentally flawed. It prioritises short-term conversions while ignoring long-term brand impact.
2. Retail media’s effectiveness is overstated. Studies show that attribution models overestimate the impact of high-intent search ads by 3x.
3. Performance-only strategies create diminishing returns. When brands over-invest in lower-funnel tactics, they saturate audiences and exhaust their customer base.

The Future of Measurement: Triangulation:

Binet argued that brands must adopt a more holistic measurement approach, combining:

• Marketing Mix Modelling (MMM) to assess long-term media impact.
• Multi-Touch Attribution (MTA) to optimise digital performance.
• Geo Hold-Out Testing to validate true incrementality.

At Smithfield, we apply this approach through AI-driven attribution models, ensuring our clients measure real business impact rather than misleading proxy metrics.

The Role of Brand and Creative in Performance Marketing

The Shift from Mass-Reach TV to Multi-Touch Digital

The fragmentation of media consumption means that traditional brand-building strategies must adapt. However, brand investment remains critical to long-term growth.

Key Shifts in Media Strategy:

1. High-attention, high-impact formats continue to drive superior ROI.
2. Social and search advertising budgets are increasing, but attention spans are shrinking.
3. Advertisers must balance immediate conversions with long-term brand-building efforts.

The Smithfield Take: What This Means for Brands

The key message from Performance Marketing World is clear:

1. Retail media is not a guaranteed growth driver. Brands must evaluate whether their investment is truly delivering incremental sales or simply maintaining their position.
2. Measurement must evolve. Linear attribution remains flawed, and brands must embrace advanced analytics and triangulated measurement approaches to get a full picture of performance.
3. The cost of advertising is increasing. Brands that rely on short-term performance tactics alone will face diminishing returns unless they integrate long-term brand-building strategies.

At Smithfield, we help brands build sustainable media strategies that prioritise effectiveness, brand strength, and long-term commercial growth.

If your marketing strategy is focused solely on maintaining visibility rather than driving real growth, it is time for a rethink.

Read more on our latest insights & speak to our team today.

Search is becoming more diverse. As regulators examine market dynamics and new platforms gain traction, brands face a critical question: How do we optimise our presence across an expanding digital landscape?

At Smithfield, we see these changes as more than just regulatory headlines – they’re opportunities for smarter, more diverse digital strategies. Let’s explore what’s really happening in search and digital advertising, and how forward-thinking brands can turn market evolution into competitive advantage.

Understanding the regulatory landscape

The UK Competition and Markets Authority (CMA) has launched a significant investigation into Google’s practices under its new Strategic Market Status (SMS) powers, while the European Commission continues implementing the Digital Markets Act (DMA). At the heart of these investigations is a fundamental question: How do we ensure fair competition in digital markets while preserving innovation?

Google’s position in search is substantial, with over 90% market share in the UK. The CMA’s investigation specifically examines how Google presents search results across various verticals including shopping, travel and local business listings. Meanwhile, the DMA could require changes to how major platforms display and rank search results, with potential fines of up to 10% of global turnover for non-compliance.

These developments matter because they could reshape how brands appear in search results and how digital advertising functions. Google remains an invaluable platform for advertisers, offering sophisticated targeting and extensive reach. However, as the digital landscape evolves, brands have an unprecedented opportunity to diversify their strategies and explore emerging channels.

The changing face of digital search

The regulatory spotlight has highlighted several important trends in digital advertising:

• Evolution in search result presentation and ranking
• Growing competition in specialised search verticals like shopping and travel
• Increased focus on transparency in platform operations
• Emergence of new search behaviours and platforms
• Innovation in advertising formats and targeting capabilities

These changes create both opportunities and considerations for advertisers. While Google’s tools and reach remain powerful assets in any digital strategy, brands now have more options than ever to connect with their audiences.

Strategic opportunities in a diverse digital landscape

At Smithfield, we believe in leveraging the strengths of all available platforms while maintaining independence in our recommendations. Here’s how brands can build robust, future-proof digital strategies:

1. Embrace platform diversity

• Explore the unique advantages of various search platforms, including Google, Microsoft Bing and emerging search alternatives
• Consider the growing role of social platforms like TikTok and Meta in search behaviour
• Evaluate specialised search opportunities in vertical-specific platforms

2. Strengthen data foundations

• Develop robust first-party data strategies as the industry moves away from third-party cookies
• Implement comprehensive tracking solutions across platforms
• Utilise advanced APIs and integration tools to ensure accurate performance measurement

3. The power of true partnership

• Deploy sophisticated multi-touch attribution models
• Integrate marketing mix modelling for a comprehensive view of performance
• Maintain platform-agnostic measurement frameworks

4. Explore emerging channels

• Consider the growing potential of retail media networks
• Evaluate opportunities in connected TV and digital audio
• Assess the role of digital out-of-home in your media mix

5. Build brand equity

• Balance performance marketing with brand building
• Create strong direct relationships with customers
• Invest in omnichannel marketing strategies

The Smithfield difference

As an independent agency, Smithfield’s strength lies in our ability to provide unbiased, platform-agnostic recommendations. We recognise the continued importance of established platforms like Google while helping brands capitalise on emerging opportunities across the digital landscape.

Our approach focuses on:

• Objective performance assessment across all platforms
• Strategic diversification based on business objectives
• Data-driven decision making
• Long-term sustainability in digital strategy

Want to explore how your brand can build a more robust, diversified digital strategy? Let’s start a conversation about your unique opportunities in today’s evolving media landscape.

Great media strategy is both an art and a science – a fusion of left-brain logic and right-brain creativity. While data has become the cornerstone of effective media planning and buying, success isn’t just about crunching numbers. It’s about understanding the human story behind the metrics.

At Smithfield, we embrace what Mark Ritson calls ‘bothism’ – just as brand-building and performance marketing must work together, data-driven decision-making needs to be both analytical and creative. Through our work with leading brands, we’ve discovered that transformative results come from combining structured data analysis with creative interpretation and strategic thinking.

“Understanding our audience through data is key,” explains Sarah Coften, our Head of Digital Strategy. “While data analysis is often seen as a purely logical, left-brain activity, true insight requires creativity – reading the data, interpreting human behaviour, and finding the right jump-off point for strategic thinking.”

Let’s explore how this balanced approach unlocks the full potential of media strategy.

1. Less noise, more signal

While the instinct to gather more data is natural, the real advantage comes from asking the right questions. Success lies not in the volume of data, but in its strategic application.

The opportunity: Build a focused data strategy that drives action.

• Identify the key metrics that directly connect to business outcomes
• Create clear frameworks for turning insights into action
• Establish a unified view of performance across channels

Best practice: As Garett Farell, our Head of Planning, emphasises: “The key is to start with a clear goal. Understanding what question we’re trying to answer or what challenge we’re solving keeps us grounded throughout the analysis process.” This focused approach ensures insights are not only accurate but meaningful and actionable.

2. Attribution that actually makes sense

As consumer journeys become more complex, our approach to attribution must evolve. Modern attribution goes beyond basic models to capture the full impact of media investments.

The opportunity: Embrace sophisticated attribution that reflects reality.

• Implement multi-touch attribution to understand the complete customer journey
• Use incrementality testing to measure true media impact
• Develop dynamic scenario planning for optimal budget allocation

Best practice: Build attribution models that account for both immediate impact and long-term value creation. This balanced view enables more strategic investment decisions.

3. When brand meets performance

Today’s most successful strategies recognise that brand building and performance marketing work in harmony. This unified approach delivers both immediate results and sustainable growth.

The opportunity: Create seamless integration between brand and performance efforts.

• Measure how brand activities influence conversion patterns
• Track engagement metrics that indicate long-term brand health
• Optimise for customer lifetime value while maintaining efficiency

Best practice: Develop measurement frameworks that capture both immediate performance and brand building effects, enabling truly integrated media strategy.

4. The power of true partnership

The most effective data strategies emerge from strong collaboration between brands and their agency partners. When both parties bring their expertise to the table, the results can be transformative.

The opportunity: Foster true data partnership.

• Align on clear data governance frameworks
• Integrate first-party data strategies with media execution
• Conduct regular collaborative reviews of measurement approaches

Best practice: Create open dialogue about data quality and measurement, ensuring all stakeholders contribute to continuous improvement.

5. The human edge in AI

As Sarah Coften notes, “The era of the ‘black box’ dictating performance is over. Algorithms process vast datasets in real time to determine probabilistic outcomes, but it’s humans who define what success looks like.” While AI and automation offer powerful capabilities, their true potential is realised when guided by human insight and creativity.

The opportunity: Leverage automation strategically.

• Use AI to enhance rather than replace human decision-making
• Ensure brand safety through careful oversight
• Apply machine learning insights to fuel creative innovation

Best practice: View automation as an enabler of human creativity and strategic thinking, not a replacement for it.

6. When data ignites creativity

The most compelling campaigns arise when data insights inspire creative thinking. This synthesis of art and science leads to breakthrough results.

The opportunity: Let data fuel creativity.

• Use consumer insights to inspire new creative approaches
• Identify emerging opportunities through data signals
• Foster collaboration between media and creative teams

Best practice: Integrate data throughout the creative process, using insights to unlock new possibilities rather than simply validate existing ideas.

The Smithfield difference

Success in modern media comes from combining analytical rigor with human insight. At Smithfield, we believe in:

• Turning data into strategic and creative advantage
• Building comprehensive measurement frameworks that drive growth
• Unifying brand and performance for sustainable success

Want to explore how data can transform your media strategy? Let’s start a conversation about unlocking your brand’s full potential,  contact us at hello@smithfieldagency.co.uk.

As we approach 2025, the advertising landscape continues to evolve rapidly. After years of economic uncertainty and technological transformation, we’re entering a phase where stability meets innovation. From AI-driven audience insights to navigating digital fragmentation, the future of marketing requires agility, creativity, and a clear understanding of shifting consumer behaviours.

Digital advertising growth

Global advertising spend is projected to reach $1.15 trillion in 2025, with digital channels continuing to grow at a robust 7.2% (WARC). The UK remains the leader in Western Europe for digital ad spend share, reflecting its sustained digital acceleration.

This growth is underpinned by a more stable economic outlook, with inflation predicted to ease to 3.5% globally (IMF) and 2.1% in G20 nations (OECD). As conditions improve, marketers are focusing on long-term investment strategies while balancing immediate campaign performance.

The context of trust

Trust is now one of the most valuable currencies in advertising. IPSOS’s Global Trends survey reveals that 77% of people hold favourable opinions of brands, far surpassing trust in politicians and the media. For brands, this represents a crucial opportunity to strengthen connections by demonstrating authenticity and aligning with audience values.

Building trust goes beyond messaging—it requires brands to align their strategies with the right environments. Selecting platforms that reinforce credibility and resonate with audience expectations is paramount. For instance, The Guardian recently announced its decision to leave X (formerly Twitter), citing concerns over brand safety and platform values. This move underscores the importance of maintaining alignment between a brand’s ethos and the environments in which it engages.

At Smithfield, we help brands navigate this evolving landscape with context-first strategies, ensuring campaigns not only resonate emotionally but are also grounded in trusted and relevant environments.

AI redefines media planning

Artificial intelligence is reshaping how media strategies are devised and delivered. While structured data tools such as Multi-Touch Attribution (MTA) and Marketing Mix Modelling (MMM) remain central to campaign measurement and optimisation, the real transformation lies in leveraging unstructured data.

Advances in generative AI allow marketers to extract insights from complex data sources like national surveyrs, social listening, behavioural trends, and customer interactions. Techniques such as digital twin modelling enable brands to create virtual panels and simulations from robust datasets, helping them to better understand their audiences, test strategies, and forecast outcomes.

At Smithfield, we are exploring next-generation AI tools to uncover these deeper audience insights. By integrating these innovations with established analytics, we help our clients navigate a rapidly evolving media landscape with confidence and precision.

Fragmentation in the digital landscape

The UK’s digital media landscape is more fragmented than ever, with audiences engaging across an expanding range of platforms. Emerging technologies like voice assistants and generative AI chatbots are reshaping consumer interactions. Savanta’s AI Impact report reveals that 72% of voice assistant users want expanded functionality, underscoring the demand for more sophisticated digital experiences.

For advertisers, this complexity requires integrated cross-channel strategies to maintain consistency and impact. With traditional media still commanding significant investment, brands need to master the interplay between emerging and established channels to connect effectively with their audiences. Measurement is key here and creating frameworks that measure the impact of ad exposure from offline and online channels means we can diversify media plans without losing sight of ROI.

In line with this trend, Amazon’s recent moves in the AI space demonstrate its commitment to innovation and customer-centricity. Jeff Bezos, Amazon’s founder, has made a strategic investment in Perplexity AI, a startup challenging Google’s search dominance. This investment is speculated to double or triple, with Perplexity AI forecasting a $8 billion valuation according to WSJ. Furthermore, Amazon plans to integrate Anthropic’s Claude AI into Alexa, potentially transforming the voice assistant landscape.

These developments align perfectly with Amazon’s mission “to be Earth’s most customer-centric company” and its core values of customer obsession and passion for invention. By enhancing Alexa’s capabilities and investing in cutting-edge AI technology, Amazon is not only adhering to its vision of being “Earth’s most customer-centric company” but also positioning itself at the forefront of the evolving digital landscape, ready to serve the expanding needs and wants of consumers.

The power of personalisation

Personalisation remains a cornerstone of effective marketing, but its success lies in thoughtful implementation, McKinsey reports that personalisation can reduce customer acquisition costs by 50% and boost ROI by 10%, yet over-segmentation risks diluting campaign impact.

Marketers must strike a balance—knowing when to target specific segments and when to focus on a broader message that resonates across diverse audiences. Combining creative excellence with strategic insight ensures personalisation delivers meaningful results.

Looking ahead

As we head into 2025, the interplay of trust, AI-driven innovation, and digital fragmentation presents both opportunities and challenges for marketers. Success will depend on agility, creativity, and a focus on building authentic connections with audiences.

By embracing these trends and applying a forward-thinking approach, brands can navigate complexity while positioning themselves for long-term growth.

To discover how Smithfield can help your brand build trust, navigate emerging platforms, and optimise your media planning strategy in 2025 and beyond, contact us at hello@smithfieldagency.co.uk.  Let’s shape the future of your advertising together.

Executive summary

At a time when UK advertising spend has reached a record £9.2 billion in Q1 2024, marking a 9.3% increase year-on-year, the real challenge isn’t reaching audiences, it’s engaging them effectively.

And with 86% of UK consumers actively interacting with social ads and digital formats accounting for 79.7% of total UK ad spend, the opportunity is clear. Yet success in 2024 demands more than just presence; it requires a sophisticated balance of broad appeal and strategic targeting. Here’s what’s shaping the future of social media advertising in the UK…

The UK market: A story of growth and evolution

As social platforms mature and consumer behaviours evolve, the UK’s digital advertising landscape presents unprecedented opportunities. Recent IAB UK research reveals not just high engagement, but a fundamental shift in how Britons interact with social advertising:

• 86% of UK consumers now engage with ads on social media networks
• Social ad investment reached £7.7 billion in 2023, showing 7.8% year-on-year growth
• Digital formats dominate, accounting for 79.7% of total UK ad spend
• Retail media spend is projected to exceed £1 billion by 2025 (excluding Amazon)

Consumer preferences and behaviours

Understanding the nuances of British consumer behaviour reveals important insights for marketers:

Advertising preferences

• 45% favour display ads
• 35% actively seek content from specific brand accounts
• 21% engage with influencer-led advertising

Trust and accountability

• 36% express decreased trust in social media ads due to fake news concerns
• 67% believe social platforms should be accountable for ad placement near unsafe content
• Trust-building remains paramount for successful engagement

The UK social media landscape: 2024 insight

The latest IAB UK data illustrates the scale of opportunity:

• Record-breaking Q1 2024 ad spend of £9.2 billion, up 9.3% year-on-year
• Digital advertising dominates with 79.7% of total spend
• Social ad investment reached £7.7 billion in 2023, showing 7.8% year-on-year growth
• Emerging channels like retail media projected to exceed £1 billion by 2025

Strategic perspectives on audience engagement

Garett Farrell, Head of Planning at Smithfield Agency, offers valuable insight:

“While segmentation remains a valuable tool in our arsenal, we’ve observed that its effectiveness can vary significantly depending on the campaign and client. In our experience at Smithfield, we’ve found that sometimes a more unified approach to messaging can yield surprising results across diverse audience groups. It’s about finding the right balance between targeted strategies and broad appeal, always keeping the client’s specific goals in mind.”

The future of advertising

Farrell emphasises, “The future of advertising isn’t about avoiding ads; it’s about making ads that people want to see. In the UK, we have the chance to set the gold standard for what engaging, effective social media advertising can be.”

Sarah Coften, Head of Innovation and Digital Strategy at Smithfield Agency, adds:

 “At Smithfield, we’re not abandoning segmentation entirely; we are becoming more discerning about when and how it’s applied. We’re committed to using all the tools at our disposal, including advanced analytics and AI, to determine the most effective strategy for each client. Sometimes that means highly targeted segmentation; other times it means crafting a message with universal appeal. The key is to remain flexible and let the data guide our decisions.”

The value of strategic understanding

These perspectives align with recent insights from Mark Ritson, a leading voice in marketing strategy. Ritson challenges conventional thinking about segmentation:

“It seems to me that marketers are looking for differences in their markets because people like me and others have told you, you should do that and it’s part of marketing. And so you do it. And when you look for differences, you can find a few differences but ultimately, if you step back, it’s pretty much all the fucking same.”

Ritson suggests that often, the most effective ad for one audience proves to be the most effective for all audiences, challenging decades of marketing orthodoxy.

Strategic framework for UK marketers

1. Strategic Audience Understanding: Utilise market research to identify broad patterns whilst avoiding over-segmentation. Focus on universal truths that resonate across demographics.
2. Balanced Targeting Approach: Blend broader messaging strategies with selective personalisation where it genuinely adds value. Not every campaign requires granular targeting.
3. Multi-Channel Amplification: Harness multiple channels to reach audiences naturally, without over-relying on hyper-targeting.
4. Creative Excellence: In the UK’s diverse digital landscape, compelling creative that resonates universally becomes the key differentiator.
5. Long term Brand Building: Develop strong brand assets and messages that work across audience groups, whilst selectively employing targeted activations where appropriate.

Data sources: IAB UK, “AA/WARC: UK ad spend reaches record £9.2bn in Q1 2024,” and “Digital 2024: The United Kingdom,” published 2024

Navigate the Future with Smithfield

In this dynamic landscape, staying ahead requires expertise, insight and adaptability. At Smithfield Agency, we combine deep industry knowledge with innovative thinking to help brands thrive in the evolving social media environment.

Ready to Transform Your Social Strategy?

Book a consultation with the Smithfield team to:

• Assess your current social media presence
• Identify opportunities in the evolving landscape
• Develop a tailored strategy that balances segmentation with universal appeal

Contact Us: hello@smithfieldagency.co.uk

Let’s shape your social media success together.