14/05/2026
There’s a big difference between work that goes live and work that travels.
One ticks the boxes.
The other gives people something to talk about.
That’s the bit too many brands miss.
The idea can be beautifully made.
It can be on brief.
It can run in all the right places.
But if no one reacts to it, remembers it, quotes it, saves it or sends it on…
has it really moved anyone?
Social has made that question harder to ignore.
Because the strongest brand work now doesn’t just need attention.
It needs a reason to be carried forward.
