Below deck: December 2024

What’s got the team talking this month? Lots – from the cultural splash of Pantone’s Colour of the Year and Pinterest’s forward-thinking trend predictions, to making the most of media relationships, building emotional resonance in B2B campaigns, and what Google’s AI integration of sponsored ads really means. Dive in.

How to inject personality into B2B campaigns

When people think of B2B marketing, one of their first thoughts is that it's dry and corporate, drowning in techspeak, void of emotion, and lacking the creative flair we typically see with B2C campaigns. Of course, a lot of it is. And that stuff is easy for audiences to tune out.

But emotions drive every buying decision, whether it's software for work or a sparkly jumpsuit for Saturday night. The stakes might be different, but the process delivers the same cocktail of feelings. Relief. Confidence. That electric jolt of yessss, this is exactly what I need.

Take our recent project with market access specialist Access Infinity. We flexed our creative muscles, using storytelling, design, and a few inside jokes to create comic strips that made the brand's customers feel seen in their industry challenges. The result? At this month's big conference, the company's messaging cut through the noise as a refreshing alternative to traditional brochures, making a memorable impact in a competitive space. 

The takeaway? Zig where everyone zags, put your brand personality front and centre, and experiment with less obvious formats. And remember: every B2B buyer is a human first. 

Nina Creswell, senior content writer

Pinterest Predicts: the trend agenda for 2025

The buzz is undeniable for Pinterest Predicts – an annual trend report that offers a crystal ball into the fashion, beauty, food, and lifestyle movements set to dominate the coming year. From "Cherry Coded" red hues to the whimsical "Dolled Up" aesthetic, 2025 is all about bold, playful, and nostalgic styles. 

And for the first time ever, Pinterest is rolling out 20 exclusive products and experiences – in collaboration with brands like Greggs and Mercury Prize-winning indie band English Teacher – to make its predictions actionable like never before. Marketers take note: this is your chance to get ahead, connect with your audience on a deeper level, and bring the trends of tomorrow to life now.

Lauren Boyles, junior social media manager

Sponsored ads to feature in Google’s AI Overviews

We’ve explored the rise of Google’s AI Overviews (AIO) several times, but the latest development – the integration of ads – marks a pivotal shift. Announced at Google Marketing Live, sponsored results now appear within AI-generated responses, amplifying opportunities for visibility and creating exciting new opportunities for marketers to reach users in a more seamless way.

However, it’s not without its challenges. The lack of segmented reporting means advertisers are flying blind when assessing ad performance in this placement versus existing positions. Plus, campaigns like Search, Shopping, and Performance Max, are automatically enabled and there’s no option to opt out, meaning there’s no choice but to appear in AI Overviews. 

To stay ahead, marketers should focus on robust A/B testing across campaigns, closely monitor overall performance trends, and adjust bids and messaging to align with AI-driven user intent.

Liam Hayward, digital account manager

The power of Pantone and the beauty of being human

Pantone’s Colour of the Year has had headlines whirring in recent weeks, tapping into the cultural zeitgeist and setting the tone for colour trends in 2025. From designers to content writers and full-scale marketing teams, the countdown alone generates a buzz of eager anticipation, with engagement surging as the clock ticks to zero. It’s a tradition that feels both fresh and familiar, reminding us why the creative world rallies around this moment.

The execution is a masterclass in cross-team collaboration – PR teams managing embargos, designers crafting animations, content writers nailing copy, and social teams driving excitement online. Yet, even the biggest brands can face hiccups. This year, the countdown shifted back an hour, the landing page briefly went down for maintenance, and a social post mistakenly referred to the newly unveiled colour as “Mocha Mouse” instead of “Mocha Mousse”. Whoops.

But rather than detract from the moment, these slip-ups remind us that even for seasoned giants like Pantone, it’s all beautifully, reassuringly human.

Rosie Holt, content writer 

How to master a media interview 

Journalists are the gatekeepers to our stories, so understanding how to make the most of an interview is critical. As freelance journalist Suzanne Bearne highlights, time is often limited, and how you structure your responses can make or break the effectiveness of the conversation.

Suzanne advises PR professionals to focus on being succinct in prep for media interviews. Skip the long backstory unless specifically asked – journalists are looking for compelling soundbites, not a full career history. However, she also emphasises the importance of respecting time limits. A 30-minute interview isn’t the place for extended introductions or tangents. 

Just as we rely on journalists to amplify our narratives, they rely on us to make the process seamless. Listening carefully, respecting their time, and staying on topic helps build a strong rapport, fostering a mutually beneficial relationship. The better we understand their needs, the better we can meet them to ensure our stories land.

Ellie Ismail, media relations manager