W Communications

Here's the first piece of content in Tinder's collaboration with model and creator Emma Winder 🤩   The four-part series shows blossoming relationships that bring to life modern meet cute moments - all thanks to Tinder. Crafted to reflect their own authentic styles and personality, the series highlights that whilst everyone’s meet cute looks, feels and sounds a little different, all of them unlock new and exciting possibilities.   We worked with Tinder to develop the concept, broker the partnership with Emma, and deliver the series. Episode one sees Emma take the plunge into the dating pool and become infatuated with a life guard, but will this be her summer of love? Keep an eye out for the full series on TikTok and Instragram!

Known Source is leading the charge in this space by redefining second-hand shopping. This week, they will be opening their new store at Westfield Stratford City, one of London’s premier shopping destinations. W Communications is proud to help tell the story of brands like Known Source that are making a real difference. We can’t wait to see how their new store helps drive change and foster a community around thoughtful, circular fashion.

W’s Sports & Entertainment division is growing! We are looking for new team members to join us between Senior Account Manager – Director level after a flurry of new client wins.    If you have a general love of all things sport and are passionate about connecting brands with culture then we’d love to hear from you. Please email [email protected].

As the dust settles from an amaing Olympics, we wanted to share some work from our amazing client ArcelorMittal, who were tasked with designing and creating the incredible Olympic Torch. Below you'll see some amazing behind-the-scenes video content showcasing the incredible work of French Designer Mathieu Lehanneur in collaboration with ArcelorMittal for the Paris 2024 Olympic and Paralympic Games. For the first time in history, the Olympic and Paralympic Torches are identical—an intentional decision by Mathieu to push "equality to the limit" with his design. This unprecedented move beautifully symbolises unity and equal representation for all athletes. 🌍✨

A slew of great coverage for The Cumberland Hotel London today in what is a great example of SEO-based newsjacking and stars (supernovas?) aligning ⭐ The Oasis reunion has dominated headlines globally in the last couple of days, so it takes a bit of cunning to cut through all the noise. Our intrepid Account Manager Amy Mckay formed a pitch specifically including key terms, distributed to press and resulted in The Cumberland being featured across a myriad of publications they wouldn't usually be featured in. Excellent work by the team!

There have been a few articles recently trying to decipher just how Gen Z interact with hospitality in 2024. Thuli Weerasena, Account Director on our Restaurants, Hotels and Properties team, thinks the approach of boxing Gen Z into categories simply doesn't work, as he outlines below ⬇️ "Two contrasting narratives are emerging around Gen Z’s dining preferences in the UK press, and they tell us a lot about the complexity of this generation.   On one hand, The Telegraph reports that many Gen Z diners prefer to avoid interaction with waiters, opting instead for the ease and efficiency of ordering and paying through apps. This digital-first approach reflects a preference for streamlined, tech-driven experiences.   Yet, The Evening Standard paints a different picture, showing how Gen Z is increasingly drawn to "old man pubs" in London—traditional, no-frills establishments with historic charm, simple decor, and a sense of authenticity that’s hard to replicate.   These two trends might seem at odds, but they underscore a crucial point: Gen Z is not a monolithic group. Their preferences are varied, nuanced, and often contradictory. For hospitality businesses, this means one thing—there’s no one-size-fits-all strategy. The opportunity lies in understanding the different tribes within Gen Z and tailoring experiences that resonate with their diverse tastes and spending habits."

We loved bringing this new adidas campaign to life over Carnival weekend. This collection blends football heritage with streetwear culture, delivering something truly special for fashion-forward football fans. 🇯🇲⚽ The launch of the new Jamaican Football Federation (JFF) LFSTLR capsule collection blurs the lines between football performance and streetwear culture, exemplifying what it means to represent your team away from the terraces. The collection is designed for all fashion-conscious fans who live and breathe football as much as they value their own individual style. The launch coincided perfectly with Notting Hill Carnival. Tapping into this vibrant celebration of Caribbean culture meant the collection's narrative resonated on a deeper level. For us, it's all about authentic partnerships. Working alongside adidas and the JFF, this campaign focused on strengthening connections with influential community leaders and partners. This collaboration was a powerful example of building brand advocacy through genuine engagement with the audience. From concept to carnival, this campaign truly celebrates the intersection of football, fashion, and culture. 🌟

Influencer marketing techniques change with the wind. Luckily, Social and Influencer Account Manager Josie Stevens is here to help make sense of it in this insightful op-ed: “We all know that staying connected to culture is essential for brands to make a meaningful impact. As influencer marketing has become mainstream, with almost all brands engaging in some capacity or another, it's clear that simply partnering with influencers is no longer enough. Brands must now keep up with their audiences’ cultural values and trends in order to create authentic connections and resonate with their audience. One major trend we're seeing is the shift from mass appeal to micro-culture alignment. Audiences are becoming more fragmented, with individuals gravitating towards niche communities that reflect their values, whether it's sustainable fashion or plant-based diets.    It’s clear to us that brands that can tap into these micro-cultures, with the right influencers leading the charge, will be the ones to thrive. But here's the challenge: how can brands connect with these micro-cultures without seeming inauthentic? Particularly at a time where ‘cancel culture’ is rife?    To us, it's all about cultural fluency. Not simply jumping on the bandwagon of a viral trend or working with a big influencer, but ensuring your work feels real to your target audience. Our approach goes beyond influencer selection - we immerse ourselves in this culture to create campaigns rooted in genuine insight and innovation. By using innovative storytelling we create authentic connections between brands and influencers to deliver compelling narratives that reach audiences globally. Trust and authenticity are increasingly rare in the influencer landscape, and so we strive to make connections that truly count.”

W's stellar Senior Account Director is Kara Buffrey getting to the meat of the matter regarding Gordon Ramsay and Jamie Oliver's supposed beef in the Mail Online today 🍽️ "I think everyone in the industry knows they're pals and have holidayed together, and even provided sweet compliments on each other's cooking over the years..." Read more below!

W’s Head of Sport Nick Fruin passes over the armband to W’s Five A Side Captain Thuli Weerasena for insights on the impending ban on gambling sponsors on football shirts, and how it means a new dawn for brands and clubs to get creative: "The vote to ban front-of-shirt gambling sponsors by summer 2026 marks a critical moment in football sponsorship and opens the door for a new breed of companies to take centre stage.   The current season will be the penultimate one where we'll see gambling companies featured prominently. With 10 out of 20 Premier League clubs still featuring gambling sponsors this season, the landscape is set for a dramatic transformation.   Historically, football shirt sponsorships have mirrored the vices of the times—from cigarettes to alcohol, and now gambling and cryptocurrency. As we approach the end of the gambling era, the opportunity is ripe for brands that resonate with a new generation of fans. According to a Deloitte survey, over 90% of Gen Z fans use social media to consume sports content, including game clips, live events, and athlete interactions. This signals a huge opportunity for companies that can connect with this digitally native, socially engaged audience.   As gambling sponsorships phase out, brands with their finger on the pulse of Gen Z culture have a golden opportunity to step in, attract a younger sports fan base, and redefine what it means to be a Premier League sponsor. This isn't just a shift in sponsorship—it's a chance to align with the future of football and connect with a fan base that is more engaged and connected than ever before.   Now is the time for forward-thinking brands to make their mark on the beautiful game."