On Strategy Showcase Live from Mother in London: Reflections on 2025
Dec 15, 2025
Join Alex Grieve, Chief Creative Officer at BBH, Chris Gallery of Mother London, Mel Arrow of McCann, and Paula Bloodworth, co-founder of Alien Baby, as they reflect on the lessons from 2024. They discuss how cultural moments, like Taylor Swift's impact, shape brand strategy. The panel debates the challenges of creativity in advertising amidst organizational layers, and the need for long-term partnerships. They emphasize the importance of authenticity in brand storytelling, showcasing examples from Burberry and Neurofen's innovative campaigns. Exciting ideas for 2026 also emerge!
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Fear Shrinks Creativity
- Alex Grieve said fear tightens creativity and new tools should be treated as friendly, not threatening.
- Accepting change and reframing emerging tech as tools unlocks creative opportunity.
Live Music As Cultural Glue
- Chris Gallery described Oasis and Taylor Swift concerts as cultural moments that unite generations and energize brands.
- He pointed to Adidas and live merch as examples of brands leveraging those communal experiences.
Mind The National Mood
- Chris Gallery warned strategists must avoid tone-deaf work by staying conscious of the national mood.
- Balance realism with optimism and ground campaigns in truthful context.