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.
Life After Graduation: Joining TMC
Life after graduation in the UK can feel exciting and overwhelming. A personal take on choosing your own path, without pressure or comparison.
The End of Dry January? How Mindful Drinking is Becoming the New Normal
Dry January is no longer just a detox, it’s part of a wider shift towards mindful, flavour-led drinking. As low and no-alcohol goes mainstream, brands now have to compete on culture, not just abstinence.
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.