The Collective Edit
Curious about what we’ve been up to? Here you’ll find our latest highlights insights, and perspectives on the world of marketing, plus a peek at the projects and ideas shaping our work at TMC.
Blagging, bonding and Birmingham!
From stock checks to sampling, The Curators | B Corp™ and TMC took to the streets of Birmingham for a full-on retail blitz - 17 people, 5 teams, 50 stores, and one epic day. We boosted sales confidence, deepened retail know-how, and proved that nothing beats being in the trenches together.
Fake or Future? When AI Deepfakes Hijack Your Brand
When an AI-generated ‘Tesco chocolate sandwich’ goes viral, the line between reality and fakery blurs fast and so does brand control. Deepfakes aren’t coming; they’re here. The real question for marketers isn’t how to stop them, but how to spot them, respond fast, and turn viral chaos into opportunity.
Nostalgia Marketing
From velour tracksuits to flip phones, noughties culture is back and it’s more than just a TikTok trend. In 2025, nostalgia has become a powerful marketing tool, driving emotional engagement and connecting brands with audiences who crave comfort, familiarity, and a touch of retro fun. Gen Z and Millennials aren’t just revisiting the early 2000s; they’re reinventing it and brands are cashing in.
Is Marketing Less Creative?
In a world where marketers are moving faster than ever, have we gained creative confidence or simply become more reactive? In 2025, trend-chasing dominates timelines, but true creativity still starts with insight. The brands winning today aren’t just jumping on what’s hot; they’re connecting cultural relevance with genuine human truth.