Hijinks

When we began work on DCA's first deep dive, we spotted a clear tension related to 'brand building': We have more evidence than ever about what works, yet most marketers we speak to are struggling to make it work within their commercial reality. The brilliant recent pieces by Tom Roach and Dr Grace Kite really crystallise this challenge. Tom's analysis of "creative fragmentation" perfectly captures that daily balancing act between consistency and the platform demands for fresh content. And Grace's insight about effectiveness now coming from "lots of littles" working together feels especially pertinent. Our deep dive explores this territory through the lens of what we call the marketing majority - brands with budgets that collectively represent nearly half of all UK marketing spend. Through dozens of conversations with practitioners, we've uncovered how these brands are turning apparent constraints into creative advantages: - Reimagining scale through smart channel combinations - Making speed a competitive advantage - Using customer closeness to spot opportunities before others - Finding power in unexpected partnerships Tom Roach, Dr Grace Kite - your work has been instrumental in shaping how we at the newly launched DCA think about modern brand building. Would love your thoughts on how the marketing majority is adapting these principles to their commercial reality. Link to the full report below, which contains analysis of brilliant work from the likes of MOJU x Who Wot Why London Luna Daily x JOAN Creative what3words Bella Italia x Defiant ASOS.com x The Or Wimbledon x The Experiential Group Work.Life x Defiant eight&four Royal Navy x Hijinks Netflix x JustSo Shoot to Kill Studios Southpaw and many more. Charles Faircloth Paulo Salomao Tom Ghiden Kirsty Hathaway Ivan Pols Will Poskett Laura Lesser Frank Moran Alex Engert Alicia Iveson Tamryn Kerr Matt Shaw Ben Sheppard Max Clark

"Bringing different perspectives, backgrounds and cultures together is essential to the future of advertising; it’s what makes our industry exciting and it’s how receptive, relatable and powerful creative work is made.” Co-Founder & CCO Marc Allenby shares his thoughts with The Drum in response to Meta and other megacompanies rolling back or reforming their DEI programs. Read more here 👇 https://lnkd.in/ecJXmy9m

A joy to see DCA enter the intermediary space - as a start up independent agency, we are thrilled to not only be a founding member and feature on their first deep dive (check it out - it’s great!) but our co-founder and CEO Alicia Iveson is an advisory board member. As Alicia mentions in the launch article, we believe: “The intermediary space continues to be dominated by the larger agency brands, with little time put into understanding the value we too can bring to the table. With today's industry landscape being as complex as it is, I do understand that the effort leans towards those who shout the loudest. Here's to DCA and tides of change.” We can’t wait to create stronger creative partnerships alongside DCA. And a huge congratulations to Amar Chohan! #advertising #independentagency https://lnkd.in/gi7Gmvs2

"The marketing industry loves a billion-dollar case study. But what about the rest of us?" DCA is a marketing intelligence service that helps marketers make better decisions through high-quality, practitioner-led research. Through deep dives, trend analysis and industry insights, we're creating practical guidance that cuts through the noise. Today we're publishing our first deep dive. It's the result of three months of fascinating conversations with marketers who are succeeding at brand building without the resources of global giants. What we uncovered was surprising. Mid-market brands aren't just adapting enterprise-level strategies – they're writing their own playbook. One that delivers real impact while acknowledging real-world constraints. It's a fresh look at brand building for the marketing majority, packed with practical guidance from those who've cracked the code. Drop a comment below to receive the complete deep dive.

Feeling Blue today? It’s understandable, there’s a lot going on in the world. But, we’re all about spreading positivity! So here’s a little something from our Co-Founder and CCO Marc Allenby as to why we should flip Blue Monday on its head... 😁 🩵 Thank you Campaign UK https://lnkd.in/gz3y6ftZ

Thank you to Jonathan S. for featuring us in his Design Week article this week: "There was also a brand campaign, Celebration of Duty, made with London-based agency Hijinks. The seven films featured stories of navy personnel giving back to their local communities and were designed to appeal to a younger, purpose-driven audience. A lot of the time we work in the traditional, ‘government directs agency to do the technical work’ way,” Stephenson says. “But this campaign flipped that on its head, with the agency brought in to direct and manage the campaign, using our internal skills to produce the content.” Such a privilege to co-create with the Royal Navy and their heroic internal skills ✨ Read the full article here: https://lnkd.in/gsdBqr2i

Big things are coming….! 👏👏👏 thedca.co

With lots of exciting films coming out in 2025, why not 'Be Transported' in style at Vue cinemas 🎬 Produced by our fabulous Beetle Producer Sabrina May alongside Charlotte Wickens at Hijinks Production company: Daydreamer Executive Producer: Cat Hammond Creative Directors: Sophie Tilks & Ade Yeo Head of Production/EP: Anita Sasdy Compositor: Pete Rypstra Sound Design: String and Tins Music: James Radford at Radford Music #beetleproducers #productionagency #advertising #clients #producerplacement #productionsupport #movienight #lux

Get comfy: Vue International launches the new Ultra Lux seat https://bit.ly/4jeSv55 Vue International appoints Hijinks as lead creative agency and its first work kicks off this month with a campaign for the chain’s comfy seating Marc Allenby // Tamryn Kerr // Alicia Iveson

Vue International appoints Hijinks as lead creative agency Vue International has appointed Hijinks as its lead creative agency, set to launch a campaign showcasing the cinema chain's new Ultra Lux seat https://bit.ly/3WbZbqY