Seed

Spotify has Wrapped, Pantone has Colour of the Year… and our very own Ed Lloyd has 2024’s top cultural themes by way of memes. In a year of polycrisis and perpetual vibe shifts, Ed unpacks what the most popular memes, heroes, and internet moments say about our culture. From the rise of “brat” and “brainrot” to icons like The Rizzler and Moo Deng, it’s a window into a frenetic world deciding whether to care too much or not at all.

We need your vote! The first-ever SXSW London is approaching, and we’re excited to share our submissions for three sessions that champion creativity and inclusivity. 📢 Permission to Play: Building an Inclusive Future in Sports https://lnkd.in/efzeypF5 🌱 Grassroots Need Somewhere to Grow: Why Brands Should Invest in the Future of Creativity Today https://lnkd.in/ehurWZeB 📱 Thinking Outside the 9:16 Box: The Value of Going Beyond The Feed in the Age of Brainrot https://lnkd.in/evaCeVNW To vote, simply register for a free account with your email, click each of the links above and press vote! Voting closes on 19th December. #SXSWLondon #Creativity #Inclusivity

Cameo, once the ultimate celebrity shoutout platform, now feels a bit dated in TikTok's world of free, authentic, and interactive fan-star moments. But it’s not out of the game yet. From meme-worthy troll videos to nostalgic throwbacks, Cameo still scratches the itch for quirky, niche humour that Gen Z loves. Gen Z thrives on irreverence and inside jokes, and brands have the opportunity to meet them where they are with campaigns that feel participatory, personal, and a little unexpected. Can Cameo evolve to match this? Only time will tell. For now, it’s holding onto its diehard fans and meme-driven moments. Read more from our Strategy Director Louise Millar in the comments 👇

✨ “You’re gonna be popular!” ✨ Wicked’s marketing campaign has transformed the beloved stage musical into a cultural phenomenon, painting the world in hues of pink and green. Featuring official and unofficial collaborations with brands like Primark, Absolut (Pernod Ricard), r.e.m. beauty by Ariana Grande, LUSH, Stanley 1913, and the LEGO Group , the film’s campaign is a masterclass in building hype and fan engagement. Released on November 22nd, Wicked strategically enters the heart of the holiday season, seamlessly aligning with festive shopping, gatherings, and travel to enhance its cultural reach. Head on over to our website through the link in the comments to read the full article that explores how Wicked’s marketing campaign has set a new standard for turning films into cultural touchstones. #collabs #brandpartnerships #Wicked

New feed, new me? 💭 Check out what our Brand Exec, Ananya Ranjit, has to say about Instagram's latest experiment: the algorithm reset tool. Find out more in the comments👇

We’re thrilled to announce that Chloe Mayhew has joined Team Seed as our Head of Production! Chloe will be driving our event production capabilities to new heights, bringing a wealth of experience and expertise to the team. A multiple Campaign Experience and Drum Awards winner, Chloe most recently delivered the highly acclaimed As Seen on Netflix charity shop. She has also freelanced with Seed in the past, playing a pivotal role in the delivery of our Revolut Sziget Festival experience, as well as projects for New Balance and lululemon. We’re excited to have her on board and can’t wait to see the incredible work she’ll lead. Welcome to the team, Chloe! 🌱✨ #newhires #production #brandexperiences #seed

We're thrilled to welcome Problem Child, a new, female-founded consultancy co-founded by Beckie Stanion and Carmen Grace Walker, to the Amplify Collective. Problem Child brings fresh thinking to tackle the challenges brands can’t solve – and the opportunities they haven’t yet imagined. This partnership strengthens our collective of audience-first agencies. Together with our sister agencies Amplify, global leaders in creative brand experiences, and Wonder, specialists in business experiences, we’re expanding our offering of end-to-end solutions for clients worldwide. Read more about Problem Child on Campaign UK here: https://lnkd.in/ewKecasm #CreativeInnovation #BrandExperience #Marketing #ProblemChild #BrandTransformation #Partnership

Jennie Mossman has been appointed as the Global Head of Responsibility + Impact. In this role, Jennie will guide both our sibling agency, Amplify, and our team at Seed, toward a future that champions sustainability and responsibility. From Paris to LA, New York to Sydney, and right here at Seed in London, Jennie will work across our global network to enhance our collective impact. By steering our actions toward collective improvement, we're positively affecting not only our team but also the broader cultural landscape and the planet we all share. Jennie shared her enthusiasm: “I’m excited to drive forward our responsibility initiatives across all facets of our operations, setting new standards for ourselves and the industry.” Stay tuned as we continue to share our journey towards a more responsible future. 🌱 #responsibility | #sustainability | #community

Dating... In this climate? *shudders* Our brilliant Ananya Ranjit breaks down how Gen Z's dating world is changing amidst economic decline and rising loneliness and, importantly, how brands can play cupid.

The rising popularity of memecoins toes the line between deliriously absurd and surprisingly impactful, offering its target demographic a sense of community, a shot at overnight wealth, and a way to rebel against traditional financial systems. These cryptocurrencies are a powerful case study for brands aiming to build real value in our crowded, skeptical, and digitally connected world. They offer a unique look into the mindset of the digital generation, highlighting unique ways to resonate and engage authentically. Seed’s creative strategist Ed Lloyd explores this in his concept of ‘headless brand building,’ using memecoins as a model for brands that want to connect with a new generation on their terms. https://lnkd.in/etW8h5cM