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Channel 4 launches new iteration of Content Creatives Scheme to help young creatives progress in the industry

Stuart Mitchell

Channel 4’s training and development arm, 4Skills, has announced Content Creatives+, a new development scheme designed to help young digital creatives in the North of England progress in the industry. The scheme builds on the 4Skills’ programme, Content Creatives, which has provided hands-on practical training in creative digital techniques to more than 100 people since its launch in 2021. The programme has helped young people from lower-socio economic backgrounds secure their first entry-level creative roles and develop their skills through dedicated work placements with dozens of creative agencies and organisations…

Ocean Outdoor and Creator by Infinitum blend premium OOH with leading creators in first to market content packages

Stuart Mitchell

Ocean Outdoor and Creator by Infinitum, a division of Infinitum Group, have formed a new partnership that brings together the impact of premium Digital Out of Home (DOOH) with online creator engagement to deliver integrated brand campaigns that reach combined audiences of millions. Ocean Creator offers a market-first turnkey solution for brands, pairing premium DOOH locations with carefully selected creators to produce attention-grabbing content designed for social media that will drive engagement and ultimately business results for advertisers. By uniting real-world presence and creator-led storytelling within a single product, brands…

40% of Brits now favour short-form video as the UK’s go-to content format

Stuart Mitchell

Content has become one of the biggest forces shaping how people learn, shop and stay informed online, but the way audiences consume it is changing rapidly across the UK. Adobe Express surveyed 2,000 Brits to uncover how different generations and regions engage with platforms and content formats, revealing which channels dominate daily use, where people discover new trends, and how expectations for brand content are shifting. The findings show a clear national move toward short-form video, growing demand for authenticity, and widening generational divides in how Brits choose to consume…

Global Ad Spend Surges on AI Creator Content Despite Growing Consumer Resistance to AI ‘Slop’

Stuart Mitchell

New independent research by global creator-first social agency, Billion Dollar Boy, reveals rising investment in creator content that utilises generative AI with four in five marketers (79%) increasing spend in the last 12 months. A further three quarters (77%) of marketers plan to divert a greater proportion of advertising budgets from traditional creator content – content produced exclusively by humans – and (77%) from other marketing channels to generative AI-powered creator content in the next twelve months. Three quarters (76%) of marketers also believe AI will increase total creator economy…

The Global Sustainable Tourism Council (GSTC) and Content With Purpose (CWP) collaborate to create landmark new digital travel series on sustainable tourism

Stuart Mitchell

The Global Sustainable Tourism Council (GSTC) is proud to launch its first global digital travel series, Travel Redefined: Tourism for People and Planet, in partnership with Content With Purpose the strategic content creator that empowers sustainable development. As the world embarks on a new era of travel, this dynamic new digital film series supports the urgent need – and growing momentum – for sustainability practices in tourism worldwide. Travel Redefined takes an in-depth look into how sustainable and regenerative tourism supports people, planet, and prosperity by sharing real stories and expert insights from inspiring people and organisations around the world. Travel Redefinedis available to stream online here. With global tourism…