Paul Greenwood
How fandom became the surprise secret weapon of 2023
How was Barbie such a smash-hit? Why is Taylor Swift's tour so successful? What made IKEA choose to use anime for a 2023 campaign? Paul Greenwood, Head of Research & Insight at We Are Social, says that the rise of 'stan' culture and the super-fan is fuelling both culture and creativity.
Social will be a fascinating incubator for creativity in 2023
Paul Greenwood, Head of Research and Insight at We Are Social, says that the digital landscape is changing and, from the 0.5 selfie to ‘suburban sensationalism’, in 2023, opportunities for brands will lie in targeting the right niche.
Pride: It’s ok to piss people off
As we come to the end of Pride month in the UK, Paul Greenwood, Global Head of Research & Insight at We Are Social, examines how brands can, have and should approach advertising around the event, and why they shouldn't be afraid to ruffle some feathers.