The first of many ...

Welcome to our debut newsletter, with bitesize insights into our work and culture at Tangerine – and beyond into the wider comms industry. We’re excited to kick-off with an industry-changing research paper we recently launched at Cannes, some taboo-shattering work with new client Bodyform, building more meaningful relationships in the building industry and how to do a film shoot in the slums of Kolkata. 

We hope you enjoy – let us know what you think in the comments section. 

Mary and Sam, 

Joint CEOs 

Rethinking attention means rethinking digital strategy 

Digital ad campaigns that run alongside longer, story-centered branded content performs better.  

That’s the premise of a wide-reaching new study from attention technologists Lumen, Specsavers and ourselves in our new research paper, The Shapes of Attention, which we launched at Cannes last month. 

This represents a big shift in thinking for the industry, disrupting a billion dollar status quo and, for the first time, revealing the numbers behind what was previously just a theory. 

We think this is big, and we want the world to know. Download the report for free here.

Seeing red over censorship for Bodyform 

Shadowbanning, or being penalised for breaking censors, is still particularly evident and harmful around the subject of women’s health and their bodies across mainstream social media in 2023. 

Seemingly breaking the trend for more progressive thinking around women+ rights, Bodyform wanted to bring Meta, Twitter and TikTok to account on their conservative regulations, while also flexing their own challenger-brand-activist ethos in the process. 

Find out how we helped topple some turgid taboos over 40 days of intense digital activism, education and intentionally banned content, here. 

Laying solid foundations with Britain’s tradespeople 

Grabbing the attention of tradespeople in the UK is a tough ask. In an increasingly commoditised market reeling from the legacy of the pandemic, building trust with this community requires a surprising level of nuance.  

National merchant Jewson realised that creating an emotional hook in a face-to-face environment would push the dial for the brand in a sometimes-stale industry, and with our help created a stand-out physical world that rewrote the rulebook for ‘blokes on building sites’.  

Find out how Jewson got the industry excited again here.  

Finding focus, shooting in Kolkata 

The rigours of production are complex enough domestically, but switching a shoot from mild, middle-England to the slums of West Bengal presented life-changing challenges and opportunities for our creative, Max Hamilton.  

In a dispatch from the banks of the Hooghly river, Max gives an insight on filming Specsavers’ charitable work with opticians in some of India’s poorest communities, along with his own photography, candidly captured along the way.  

Read more about our work in Kolkata here.  

Tangerine is the creative communications agency that puts you at the centre of attention. If you’d like to chat to us about attention, censorship, bricks, India or anything else, email us here. If you’d like to check vacancies and intern opportunities click here.