Why some brands get remembered (and others don’t) 👀
Plus an interview with Good Nugget, big cultural moments and bold campaigns
What’s popping in February
Industry news, trends to watch, latest social updates, and buzzy marketing campaigns – all in one place.
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On LinkedIn, everyone’s an AI detective now.
Some brands have officially entered the next stage of the AI-slop era and yeah, it seems like… nihilist penguins are involved!?
Meanwhile, Bridgerton returned and brands took notice. Dove entered the ballroom and gave creators center-stage. Watch here.
While AI continues to trend and trend, Burberry went full bloom for Valentine’s Day. It cuts through beautifully.
These two Lunar New Year campaigns deserve a closer look – here and here.
After the Super Bowl, YouTube’s AdBlitz results revealed which brands won, measured by views and engagement before, during and after the game.
TikTok’s latest move? A dedicated local feed for US users, which helps you find nearby creators and businesses.
Another platform shift: Meta shuts down the Messenger website.
LinkedIn wants more SMBs on its Premium subscription and it’s also launching an all-in-one dashboard to make managing their presence easier.
AI search is shifting: YouTube just passed Reddit as a top citation source.
There’s a social network just for AI agents (and it’s getting weird).
And here’s what kept me smiling this month (on repeat).
Food for thought
I keep hearing, “Nobody sees my posts… the algorithm hates me.”
But honestly, the algorithm isn’t out to get you. You’re just competing in a sea of... samemess.
Social feeds are full of copy and paste content right now. It's all the same hooks, trends and lip-syncs, no? Same everything.
But when everything starts to blend together, people tend to stop noticing. Your content becomes forgettable.
One thing to keep in mind: people don’t remember perfect. They remember recognisable.
Quick check-in... if your handle disappeared for a sec, would someone still recognise your content?
If you want attention, you should aim for recognition. Be the business people can spot from...
- the first line
- the first frame
- the first opinion
Think about the way you open your videos or captions, your tone of voice, your filming style or colours, the opinions you share, the types of stories you tell.
Tip: Use trends as tools. Avoid making them templates. Sure, keep the format if it helps, but put your voice, visuals and viewpoint on TOP so it feels unmistakably you.Kim’s Corner
I don’t know about you, but February felt very short this year. It went by SO quickly, as Lunar New Year celebrations, events, gigs and networking events returned to the calendar.
This month I hosted talks and workshops for new entrepreneurs in Tower Hamlets, magazine publishers across the UK, and students in Birmingham.
I also spent some time checking-in with recent clients and asking for testimonials from projects we worked on together. It was one of those tasks that sat on the to-do list for too long, but I’m super glad I finally did it. Hearing what made a real difference from their perspective is always so valuable…
Looking ahead to March, I’ve got just a few consulting slots left!
If you’re working through a marketing challenge, planning a launch, or simply want an experienced external perspective on what you’re doing right now, then feel free to reach out.
I run 1:1 and team sessions for founders and marketing teams looking for clarity and direction. Get in touch.
Time for this month’s big interview! I’m excited to chat with Leo Young, founder of Good Nugget.
I met Leo at Stefanie Sword-Williams’ book launch last month, where she did something brilliant: passing the mic around so guests could share what they’re working on or looking for.
It transformed the room into real convos rather than small talk. When it was Leo’s turn, he spoke about his nonprofit supporting Gen Z creatives from underrepresented backgrounds, and it immediately caught my attention.
In this conversation, we talk about design, creativity, building a more inclusive industry, and how emerging creatives are finding their place today. Enjoy!
Hey Leo! Tell us about yourself.
Hi! I usually say I’m a designer and social entrepreneur. Design has been my craft for 15+ years, now I spend my time supporting underrepresented talent break into the branding marketing and design.
What first drew you into design and branding as a career?
I always knew I wanted to do something creative, I just didn’t really know what that meant. Growing up, I had no idea what a designer actually did day-to-day. I stumbled into it while flicking through university prospectuses and seeing a project that made me think, “I want to make something like that.”
I truly believe if I’d had more guidance, I might have chosen architecture or landscape design, something more physical, more 3D, more hands-on. That lack of awareness and insight is something that’s always stuck with me. So many young adults are choosing careers without really know what the reality looks like. That’s one of the reasons mentoring is such a big part of what we do at Good Nugget.
If I’d had access to better guidance earlier, who knows where I’d be?
You’ve spent over 15 years working in packaging and branding, what’s changed most in the way brands think about design during that time?
The biggest buzzword over the years has been “community.” But really, community and purpose have always been at the heart of strong brands. The difference now is that brands can’t fake it. It’s not enough to have a beautiful product and polished design, people want real meaning.
For me, that’s what makes branding super interesting. It’s designing with responsibility, design that stands for something and makes a connection.
This year you’re part of the Pentawards jury (congrats!), what does it mean to you personally to be judging work at that level?
Pentawards has always been something I looked up to from the start of my career. I used to look out for the winners, see which agencies were pushing the boundaries and thinking outside the box with winning designs. To now be on the other side, helping decide what sets the standard, is so surreal.
It also feels like responsibility. Awards shape what the industry values. So the question becomes: what are we rewarding? Safety, or courage?
When you’re reviewing work now, do you see diversity of perspective reflected in what’s being submitted or do you feel there’s still a gap?
Honestly? There’s still a huge gap. I’m rarely super excited.
A lot of work feels safe. Polished. Familiar. And that’s exactly why I started Good Nugget. As a creative, I want to be challenged. I want new ways of thinking. But you only get that when you have different lived experiences in the room. Different cultures. From different routes into the industry. If we keep hiring from the same places, we will keep getting the same work.
Let’s get into Good Nugget. How did it begin and what’s the mission behind it today?
Three key moments led to Good Nugget.
1. My own career path. I didn’t understand what being a designer really involved when I chose it. I lacked awareness and understanding. And I’ve seen how many young people are still navigating blindly. Good Nugget exists to bridge that gap.
2. Feeling like an outsider. I’m British Chinese and grew up gay. For a long time, I felt like I didn’t fully belong anywhere, too Chinese in some spaces, too Western in others. London was the first place where I could be myself and individuality is celebrated. That shaped my belief that diversity isn’t just about numbers. It’s about creating spaces where people can fully be themselves
3. Industry bias. In 15 years, I’ve seen how often we choose the “safe” option. I once sat in a hiring process where we had the chance to bring in someone different, but we didn’t. We chose the familiar. That moment stuck with me. We talk about diversity, but the industry still defaults to comfort. And we also don’t properly prepare talent for the realities of working life, from communication, feedback, presenting and navigating culture. Good Nugget is about changing that.
Walking away from agency life to build Good Nugget was a big leap, what gave you the confidence to go all in?
It didn’t feel like one big huge leap. It just started as something I cared about, launching a mentoring programme.I wanted to use my skills and experience for something beyond commercial briefs. Over time, it grew.
Building a social enterprise has taken time. But my drive has always been simple: I want to use what I’ve learned to support people who don’t usually get the chance.
You spend a lot of time working with and supporting Gen Z. What do you think people most often get wrong about this generation?
That they’re lazy. Every generation gets labelled lazy by the one before it. What’s actually happening is change. The working world is evolving. The Gen Z creatives I work with are talented, super thoughtful and really ambitious. They want to feel heard. They want purpose. And they’re not afraid to question outdated systems. So is that lazy or progress….
From what you’ve seen, what skills are young creatives most often missing when they first enter the industry?
Workplace skills. Education rarely teaches life/work skills, from how to navigate meetings, give and receive feedback, present ideas confidently, manage expectations or understand office dynamics. Those “soft” skills are essential career-defining skills.
At Good Nugget, we focus on bridging that education-to-industry gap.
What can businesses learn from bringing younger voices into the creative process earlier?
Perspective. Every business benefits from being challenged. Younger creatives see culture differently. They spot shifts earlier. And they’re not afraid to ask uncomfortable questions. If you only build ideas with people who think like you, you’ll only ever reach people who think like you.
Good Nugget puts a big emphasis on mentoring, why do you think those conversations can be so powerful?
Because mentoring makes the industry human. It connects someone trying to break in with someone who’s already navigated it. It demystifies the path. It creates confidence. Sometimes one conversation for just 15 minutes can change someone’s entire direction.
Looking ahead to this year, is there anything you’re particularly excited to focus on or try? And how can people support or get involved?
This year feels like going back to our roots. Supporting underrepresented young adults and collaborating with them to understand what they actually need.
More practical workshops. More honest webinars. More 1:1 support.
And for industry leaders, the biggest way to get involved is simple: show up. Mentor. Open your studio doors. Share your knowledge.
If you show up, this industry will change.
Morning creativity or late-night creativity?
Morning. Fresh start, fresh perspective and thinking.
Sketchbook or screen?
Both. Ideas always start messy with doodles, notes and endless spider diagrams, then get refined.
Your favourite creative tool or app right now?
Adobe Illustrator. Still a classic.
One creative trend you’re excited to see grow?
Analog. Handcrafted. Imperfect. Anything that feels human. I’m here for work that moves away from hyper-polished, soulless aesthetics.
One trend you hope disappears this year?
Legacy brands stripping back into cold minimalism in the name of “clean.” Bring back warmth. Bring back personality.
Where do your best ideas usually come from?
From being out with people and culture, I love a day wondering around London galleries!
If you could go back and speak to your younger self at the start of your career, what advice would you give?
I’d probably say, “Don’t do graphic design.” Not because I didn’t love it, but because the craft often isn’t valued the way it should be. I wanted to explore architecture or garden design, something more physical. But hey I believe in fate and who knows that path may not have brought me to set up a social enterprise.
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Follow Good Nugget on Instagram, connect with Leo on LinkedIn, and check Good Nugget’s website for more info and to get involved.
Want to collaborate with me in 2026? From marketing consultancy to event collaborations and brand partnerships, I’m open to new projects. Get in touch and let’s explore what we can collaborate together!