ONLINE ABOVE THE LINE: TV SPEND FROM ONLINE BRANDS HITS NEW RECORD

Analytics firm Nielsen released new data which found online-born brands have increased TV advertising spend by 37% since 2019. According to the report, the biggest spend increase in terms of categories is exercise brands, which collectively increased spend 279% to £12.4m. Collectively, these businesses now account for 20% of all linear TV ad spend, ahead of food (10.1%), finance (8.5%) and entertainment and leisure (7.2%). Learn more about it here.

BUNS AT THE READY: CHANNEL 4 CELEBRATE THE RETURN OF BAKE OFF

Channel 4 have launched a number of Outdoor activations to celebrate the return of The Great British Bake Off. The activation includes a show-stopping cake stunt in Glasgow’s Argyle Street, where the multi layer cake stands at 78ft high with a 23ft spoon. The campaign also appears in Leeds, London and Manchester, with a set of digital billboards that reflect the changing weather conditions with a real-time Bake Off twist. Check it out here.

NEW GUIDE FOR THE WEEKEND: THE GUARDIAN LAUNCHES NEW WEEKLY MAG

The Guardian has unveiled a multi-platform marketing campaign to promote its new weekly magazine, Saturday. The campaign revolves around asking consumers whether they have ‘Forgotten how to Saturday?’ and presents the new magazine as a way for readers to rediscover the potential of the weekend ahead. A 30-second ad will run across Channel 4’s on-demand platform All4 and in cinemas, with supporting activation across podcasts, organic and paid-for social media, outdoors in London, Manchester, Bristol and Brighton, in retailers, and across print and online the Guardian’s channels. Read more here.

ALL EARS: SPOTIFY TARGETS GEN Z WITH NEW CAMPAIGN

Spotify encourages Gen Z to ‘Find Your Feels’ through influencer campaign. The streaming platform has launched a multi-channel influencer campaign to empower 16- to 24-year-olds to express themselves authentically through music. ‘Find Your Feels’ will run across influencer and Spotify social accounts as well as through paid social media channels, TikTok and YouTube. The music streaming service has teamed up with a range of influencers and role models to share their own stories, including trans activist Kenny Ethan Jones, Gay Times editor Jamie Windust, and Chelsea footballer Callum Hudson-Odoi. Learn more about it here.

BEHIND THE SCENES: BOUTIQUE ATTENDS LIVING ETC HOUSE TOUR

Finally, members of the Boutique team attended the return of Living Etc’s House Tours. The event took place on 9 and 10 September, throwing open the doors of six inspiring and beautiful homes from Living Etc, bringing the pages to life. Members of the team were guided around the homes located in London’s Primrose Hill, to get up close and personal with the design and discuss the success of the homes with the editors.

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