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  • Belstaff, BMW and Motul back a feature film
  • Belstaff, BMW and Motul back a feature film
    The Greasy Hands Preachers (2014) ©

Belstaff, BMW and Motul back a feature film

A leather-clad figure sits atop a motorcycle speeding down a highway, hair whipping back behind them. The scene is appropriately cinematic for a documentary about the power of motorcycles. But backed entirely by Belstaff, BMW Motorrad and Motul, is this film anything more than a glorified advert?



  • Article image The 4 to 9ers: Subway's YouTube sitcom for Gen Z

    Gen Z had eluded Subway. Teens are watching less live TV, so they don’t see its ads, and they don't like direct advertising. So Subway launched sitcom The 4 to 9ers, and the first season attracted 18 million viewers. But who wants to watch a TV show created by a fast food chain?

  • People still trust branded content People still trust branded content

    Research from Vibrant Media has found that branded content is almost as trusted as editorial content - while 35% of people trust editorial content, branded advertorial content only lies 2% behind this at 33%. How will brands respond to this surprising revelation?

  • Article image Would you want a brand to be your BFF?

    Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.

  • Article image Chipotle: emotional eating?

    People want big brands to consider the planet as well as their patrons. Chipotle is ahead in this game, with its hybrid campaign The Scarecrow demonstrating the power of storytelling.