Maximizing Your Brand’s Digital Presence: Insights from StudioLive 2025

With global online ad spending projected to hit £653 billion this year (Statista), brands are making substantial investments in digital channels to connect with their audiences. At StudioSpace, we’ve seen firsthand what kinds of marketing services big brands are investing in and the projects driving their digital strategies. Our most recent Marketers Most Wanted report declared Digital Marketing the most popular brief-type on our platform in February, signalling a collective push towards digital dominance.

Recently, we hosted the first StudioLive event of 2025, where our CEO Pete Sayburn led a panel discussion on maximizing digital presence. Joining Pete were Chloe Singleton, Channel Director at eight&four; Julius Judah, Creative Director at Inkling; and Sam Ojari, MD and Executive Producer at Studio Yes. Their conversation revealed key insights into brand building, the power of humour, and staying relevant in the fast-paced world of digital marketing. Let’s dive into the highlights.

The Importance of Relevance and Authentic Engagement

Julius kicked off the discussion by stressing that it’s not just about having a digital presence, but rather about ensuring that presence remains relevant. He noted that successful brands are those actively engaging with their audience, shaping cultural moments, and adapting to evolving customer expectations.

Chloe built on this, emphasizing that modern consumers are increasingly drawn to the messages a brand shares rather than the brand itself. She explained that loyalty is shifting from the brand to the values, people, and cultural relevance behind it. “There’s not so much loyalty to the brand anymore, but rather a loyalty to the message they’re sharing, the people behind the brand, and whether they’re culturally relevant,” she said. Sam also contributed, pointing out that for true engagement, brands must create content that audiences want to interact with, rather than pushing out content that feels forced.

Tailoring Brand Strategy Across Platforms

The panel then shifted to discussing how brand strategies need to adapt depending on the platform. Chloe introduced a model known as “revive, accelerate, explore,” which suggests that brands should build on their successes on one platform and use them to drive efforts on others. She also highlighted the importance of audience segmentation and content pillars to ensure the brand’s message resonates effectively across different platforms.

Julius touched on the need for brands to remain fresh and culturally aware in digital marketing. He warned against becoming formulaic, quoting examples like Oatly, Old Spice, and Duolingo, which manage to stay culturally relevant while avoiding the pitfall of simply trying to be perceived as “cool.” He emphasized that building a team with diverse perspectives can help uncover new opportunities in digital marketing.

The Power of Humour and Creativity

Humour emerged as another important theme. Sam argued that even brands in traditionally serious industries could benefit from incorporating humour into their digital strategies. “Everybody loves to laugh,” Sam said. “Humour is the most powerful creative enhancer studied.” He explained that humour has been shown to enhance creativity and can be a powerful tool for creating memorable content.

Humour is only one element of a larger creative approach. Sam advised that a strong creative platform and strategy allow brands to produce content with lasting impact. He also mentioned that working with emerging talent and taking creative risks can result in more meaningful and enduring campaigns.

Navigating the Evolving Digital Landscape

Given the ever-changing nature of digital platforms, Chloe urged brands to step out of their comfort zones and target communities they may not typically engage with. She cautioned against falling into the trap of generational stereotypes when making these decisions. “Get out of the bubble and engage with communities you wouldn’t normally,” she urged.

Julius added that it’s important for brands not to chase trends simply because they are popular. “If your only reason for being on a channel is because other people are going there, that’s not a strong enough foundation,” he explained. Instead, brands should invest in their core identity and make informed, intentional decisions that reinforce who they are.

The Role of AI in Brand Building

As AI continues to play a larger role in digital marketing, the panel discussed its potential to scale content and maintain consistency. However, Chloe emphasized that AI should be used to complement human creativity, not replace it.

Julius also raised an important point about the limitations of AI in capturing the emotional depth that resonates with consumers. He explained that while AI can handle logical tasks effectively, it lacks the human touch that is often needed to build strong emotional connections with an audience. He reiterated that the most successful brands are those that make intentional decisions and stay true to their identity.

Measuring Success and Adapting for the Future

As the conversation wrapped up, the panelists shared their thoughts on how to measure the success of digital marketing campaigns. Chloe stressed the need for patience, explaining that social media content often requires time to truly show its potential. Sam agreed, adding that measuring effectiveness is not a one-size-fits-all process, and brands need to adopt different approaches based on their unique goals and challenges.

In the end, the session offered valuable lessons on building a digital presence that is engaging, culturally relevant, and emotionally resonant. Whether it’s using humour to stand out or embracing AI to scale content, the key takeaway is that brands must continuously adapt to stay relevant. At StudioSpace, we are proud to support creative agencies and brands in navigating this dynamic landscape, helping them make intentional, informed decisions that elevate their digital presence.
Stay tuned for more insights and future StudioLive events, as we continue to explore the evolving world of digital marketing.