HEADLINES

Our latest coverage, commentary and Collaborations. See where we’re shaping In Real Life experiences — and what others are saying about it.

3 Experiential Lessons from Melbourne F1

CEO, Ben McMahon and COO, Luke Daniels spent race week in Melbourne, experiencing first-hand the brand activations, fan immersion and partnership thinking redefining sport and brand expriences.

How Dubai’s Agencies are Responding to Crisis

CEO, Ben McMahon, shares how our teams across the Middle East are responding to recent events in the Middle East.

Does a Brand Need Official Rights to Win the World Cup?

Sales & Marketing Director, Lucy Bairner, explores whether brands need official rights to win in sport, or if experience is what truly shapes impact.

The Year Ahead For Experiential Marketing

Martin Severs and Richard Hartle share what they see shaping brand experiences in 2026.

The Year’s Highest Performing Agencies in Brand Experience

The Drum recognises Collaborate as the 5th top brand experience agency globally.

What Does a ‘Stealth Tax’ on Middle Earners Mean for UK Creativity?

Client Experience Director, Lucy Bairner, reflects on what the Autumn Budget means for brand experience.

Experiential Offers Tech Brands what Other Channels Can't

Martin Severs, Head of Strategy, and Stuart Parker, Head of Business Development, explore why experiential is becoming essential for tech brands.

Why speed festivals offer the perfect setting for brand activations

Goodwood Festival of Speed offered brands the opportunity to connect with a willing audience, says Ben McMahon, CEO.

Rethinking Generational Marketing Myths

​Martin Severs, Head of Strategy, explores how marketers are moving past lazy generational clichés and towards segmentation that reflects how people actually live.

Collaborate Brings 5 Show-Stopping Activations to Goodwood Festival of Speed 2025

Collaborate returns to Goodwood Festival of Speed, presented by Mastercard, with five big brand activations.

Is It Time to Stop Looking Backwards?

Stuart Parker, Head of Business Development debates the prominence of nostalgia in advertising today.

Bellwether Report and Q2's Rebounding Budgets

Chris Ambidge, Chief Growth Officer responds to how UK marketing spend saw a modest rebound in Q2 2025.

What SXSW London Taught Us About Playing It Safe

Stuart Parker, Head of Business Development on embracing creative chaos. SXSW in Austin has always been more than a conference. So, when it was announced that SXSW was heading to London, the promise was high.

Hyundai and eBay tap retail media and experiential at Goodwood Festival of Speed

Car brands didn’t just bring horsepower to the Goodwood Festival of Speed this year, they brought retail media strategies, immersive installations and merch drops designed to turn browsers into buyers.

Account Management That Sold the Idea

Lucy Bairner, Client Experience Director, shares her stories of tension transforming into triumph. We often celebrate the big, bold idea – but what about the unsung moment that actually got it over the line?

Trump: The Impact on Brand Experience

It’s early days; we are all yet to fully understand the commercial or political intent behind the move, never mind the global reaction.

Collaborate launches Middle East HQ in Riyadh, global hub in Dubai

Launch of the Riyadh office in Saudi Arabia. Collaborate's clients include Aston Martin, Louis Vuitton, Gucci, eBay and Novartis.

Auto Experience: The Name of the Game

Stuart Parker, Head of Business Development, explores automotive 'nomenculture' and their connotations.

How Production Became Central to Pitching

LBB asked the industry’s top producers, including Katie Helyer, Global Executive Producer, to explore the evolution of the relationship between production and pitching, which trends are fuelling this, and the kind of opportunities it presents.

Eid Al-Fitr: The Ramadan Marketing Landscape

How brands showed up this season.

How Leaders Navigate Instability

From global CEOs of agency networks to founders of small production studios, leaders from around the global creative community explain how they captain their vessels through choppy seas.

The Full AI Experience: MWC 2025

Merlyn Gray, Creative Director, shares insight from Mobile World Congress 2025. Mobile World Congress is one of the largest tech trade shows in the world. 2025s brought a great deal of ground-breaking technology on display including the world’s first 5G-A equipped humanoid robot.

Open Table, Open Minds

“So we felt the obvious conclusion, and the right thing for the Collaborate brand, was to act the way anyone does in a successful relationship ….LISTEN!”

Once Upon A Time ….Alcohol

Alcohol brands are built on storytelling - from heritage and craft to occasions and culture. Experiential marketing brings those stories to life, allowing people to explore the brand world through taste, environment and shared moments. When consumers experience a brand rather than simply hear about it, the connection is deeper, more memorable and ultimately more valuable.

The Art of Desire: How Luxury Brands Use Experience

Lessons from the luxury market on being memorable to create lasting connections, with Lucy Bairner, Client Experience Director.

Collaborate at SXSW

SXSW, Unmasked.