Trunk

Why Your £10M Sponsorship Deal Disappears After the Game Ends? Because you're buying the moment, not the meaning. In this clip, Isaac Kirk & Dan Thomas explore why so many brand sponsorships feel massive during the big event then vanish without a trace. It comes down to strategy. You can capture lightning in a bottle at a single event. But if that moment isn't connected to a broader narrative about who your brand actually is, it's just noise. The sponsorships that stick aren't the ones tied to key dates. They're the ones tied to lasting emotions, values, and associations. Chasing the event gives you a spike. Building a strategy gives you a legacy. Get that wrong, and you risk spending millions on moments while ignoring your actual brand story. Read full article in comments below 

Your footfall is up. Your numbers look good. So why aren't you sleeping better at night? Because metrics lie or at least, they're incomplete. You can track how many people walked into your pub, what they spent, and how well promotions performed. But you can't see what actually drove them there. Was it location? A promotion? Genuine loyalty? Your data has no idea. And here's the kicker: most retailers never ask. They optimise the numbers while completely missing the emotional drivers that determine customer behaviour. This week, Gail McFadzean & Alexandra Galliers broke down what's hiding in your data and why understanding it changes everything. Full article in the comments

Can Leave Policies Alone Tell You Why Fathers Struggle? No, because numbers track days off, not emotions. In this clip, Hannah Evison-Frost (Managing Director) & Kerrie Mooney (Head of HR) explain why relying on metrics like weeks of parental leave misses the real story, the emotional burden of returning to work after bonding with your newborn. It comes down to acknowledgement. A policy can't tell you if a father went back because of financial pressure, societal expectation, or genuine choice. The companies that get this right think in terms of human experience, not just HR checkboxes. Support versus survival. Inclusion versus invisibility. Get that wrong, and you risk optimizing for policies while ignoring your actual fathers. Read full article in comments below 👇

Are you rebuilding demand or just borrowing it? Here's the reality: Your customers' journey starts long before they walk through your door, Google Maps, a friend's recommendation, social proof on other platforms, by the time they arrive, they've already decided. So the question isn't whether you can influence them on your POS or with a QR code. It's whether you've built genuine preference, or you're just renting visibility from third-party platforms. Visibility isn't loyalty. Loyalty is what makes you their pub of choice. In this clip, Gail McFadzean & Alexandra Galliers break down the difference between borrowed demand and owned relationships and why getting it wrong costs you. Read full article in comments below 👇

Search has changed. Buyers don't just 'Google' anymore. Now they ask AI, compare across platforms and make decisions using a mix of search, social, video, communities and third‑party proof. Visibility is being concentrated into fewer outcomes.  Some brands get chosen. Many never make the shortlist. That’s why we built Weave. Weave is Trunk discoverability system. It helps brands become consistently findable and consistently chosen in modern decision moments. We do that in three ways: - Consult on the commercial objective and the real visibility gap holding growth back - Craft the content, proof and formats that earn trust when decisions are made - Connect signals across search, content, media and platforms so impact compounds rather than fragments Underpinned by our proprietary intelligence layer and delivered through human strategy, creativity and craft, Weave helps brands influence decisions and build visibility that actually lasts. Modern discoverability needs more than activity. It needs a system. If you’re rethinking how your brand gets chosen, let’s talk. https://lnkd.in/ekThTzae

Great to host the IPA (Institute of Practitioners in Advertising) roadshow at the trunk office today for a deep dive into the highlights from SXSW Austin. We were treated to a sharp, thought-provoking session from Nigel Gwilliam, introduced by Gemma Longfellow. Nigel kept us all hooked with a "less hype, more perspective" look at the world-shifting trends coming out of Texas this year. A few ideas still ringing in our ears: - The Energy Shift Moving from petro to electro states and what that means for global power, economics, and culture. - The AI Reality How the prospect of "cost-free labour" is fundamentally reshaping the way our industry creates value. - The Austin Factor - Why Austin, Texas has become such a unique, unexpected hub for left-leaning thinking and creative innovation. Exactly the kind of conversation the industry needs more of right now. Thanks to Nigel, Gemma, IPA (Institute of Practitioners in Advertising) and everyone for joining us!

We're speaking at SportsPro LDN. On 29 April at KIA Oval, London, our COO Adam Britton will be joining Louise Jukes OLY (TeamViewer) and Katie Denver(F1 Academy) on the Sponsorship & Marketing Track for a session called: "Driving change through visibility: A new model for partnership delivery" Together they'll be unpacking what modern partnership delivery actually looks like, and how brands, rights holders and talent can work together differently. We've had the privilege of working alongside Louise at TeamViewer on the F1 Academy partnership a collaboration built around purpose, visibility, and storytelling that actually means something. Being invited to take that conversation to the SportsPro stage feels like a real moment for us.

Are vague health claims losing their grip on consumers? In this clip, Dan Thomas and Isaac Kirk discuss a shift happening across food and drink brands: specificity is starting to outperform broad, feel-good messaging. “Natural,” “clean,” and “healthy” once did the heavy lifting. Now, consumers are looking for proof. Exact protein content, Ingredient counts, What’s not included. Brands like M&S are leaning into this with stripped-back packaging and clear, factual messaging. Four ingredients. No confusion. At the same time, niche terms like FODMAP or GMO-free are moving beyond specialist audiences and entering the mainstream. What used to signal expertise to a few now builds trust with many. The opportunity? Build credibility by owning something specific, then expand. Because in a crowded market, clarity beats vagueness every time. Read full article in comments below 👇

Can sales data alone tell you why someone chose your pub? No, because numbers track actions, not emotions. In this clip, Gail McFadzean and Alexandra Galliers explain why relying on metrics like footfall and spend per head is easy, but ignoring the emotional drivers behind a visit leaves a massive blind spot. It comes down to intent. A spreadsheet can’t tell you if someone walked in because of proximity, a promotion, or because you are genuinely their pub of preference. The venues that get this right think in terms of human behavior, not just math. Loyalty versus convenience. Emotional connection versus a transactional stop. Get that wrong, and you risk optimizing for metrics while ignoring your actual customers. Read full article in comments below 👇