Author Archives: Sophie

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The next generation of globalisation: can we protect profit and the planet?

Globalisation, and the planet at large, are under threat. With climate change looming, it's undeniable something must change. The next iteration of globalisation can protect culture, profit, and the planet. Marketing has a significant role to play in amplifying what action needs to be taken and boosting sustainable business.

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Automating creativity: Will AI replace artists?

In the spring and summer of 2022, the internet was suddenly inundated with a stream of strange, fascinating images. A giant lobster playing basketball; a court sketch of Godzilla on trial; Darth Vader ice fishing. It started to feel like reality was dissolving slightly, but in a good way. Of…

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Protecting young people’s mental health in the pandemic and beyond

Jade Foreman is a Parenting Practitioner at Young Persons Advisory Service (YPAS), a Liverpool-based organisation providing mental health and wellbeing support and services for children, young adults and families throughout Merseyside. For World Mental Health Day, we invited her to share her thoughts on the state of…

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Closing the digital divide: How marketers can drive inclusion

As important as recent debates over filter bubbles and echo chambers might be, they can conceal a more fundamental problem. In reality, it’s far from true that everyone is trapped inside their own little digital paradise. For many, simply getting online in the first place poses a major challenge.

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Socially Responsible Marketing: Catalyst for Change or Capitalist Con?

A torrent of socially responsible marketing campaigns has burst into the frame in recent years, as every business and organisation appears eager to throw themselves behind the latest trending movement. The environment, feminism, racism, and the LGBTQIA+ community have all been the focus of countless promotions designed to spread awareness…

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Castle partners with Flight Centre to maximise revenue through affiliate marketing

About Flight Centre Flight Centre is one of the world’s largest and most successful independent travel retailers with over 1,300 stores around the globe. They are long-haul, tailor-made holiday specialists offering travellers unique and incredible travel experiences. Flight Centre offer their customers a truly personalised service.

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TikTok 101 – How marketers can harness the power of TikTok

In this post, Castle’s Digital Growth Manager Louis Melia discusses the rise of TikTok & its advertising power.  Still think TikTok is just for dancing? With 17 million active users in the UK, TikTok is growing up, taking a seat with the big players, and upgrading its ad platform to…

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Influencers are spearheading the mental health revolution

In early April, Ogilvy UK announced that they will no longer work with influencers who use photo editing software to retouch their skin or bodies. This bold commitment was tied to a goal that was no less ambitious: “We are talking about reversing 10 years of…

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Elon Musk is buying Twitter – so what happens next?

Elon Musk’s $44bn purchase of Twitter seemed utterly improbable as recently as early April, but perhaps we shouldn’t be surprised that it has ultimately gone through. After all, Musk is a typical Twitter user – which is to say, unpredictable, irreverent, and prone to picking fights.