M&S

M&S Product Director’s TikTok Hits ~50K Followers

Hello Partner profiled Kathryn Turner, Director of Product Development at M&S, whose personal TikTok — launched in mid‑May 2026 — organically grew to nearly 50,000 followers in under a month by sharing authentic, behind‑the‑scenes product development content (bakery favourites, farm visits and product stories). The piece, written by Sofia Aira and published June 8, 2026, frames Turner’s rapid audience growth as a viral success and a lesson for brands on authentic creator-led storytelling. The article includes a prompt to subscribe to Hello Partner’s Partner+ for full access.

Unlocking Social Media: Agencies Spotlight Creator Economy Growth

The article compiles agency perspectives on the biggest opportunities in social media advertising. It emphasizes the rapid growth and professionalisation of the creator economy, with US creator-driven ad spend projected to reach $37 billion by the end of 2025, growing four times faster than the broader media sector. eMarketer suggests a hypothetical single new platform could accumulate about $10.52 billion in US brand investments, potentially becoming the fourth-largest platform. In the UK, YouTube creators contributed £2.2 billion in 2024. The piece notes rising creator pricing as demand grows, and advocates long-form serialized content and employee-generated content (EGC) as strategies to deepen partnerships. It also highlights diversification beyond Meta and TikTok, including Reddit content-review opportunities, and cites practical examples like M&S, Sheer Luxe, and Drinksult to illustrate authentic, culture-driven campaigns.

Disney's 'Best Christmas Ever' Tops Emotional Ad Rankings

Disney's 'Best Christmas Ever' topped DAIVID’s festive emotional-engagement rankings, based on an analysis of 105 Christmas ads using DAIVID's AI-powered Creative Data API. The heartwarming story of a girl whose doodle comes to life after Santa mistakes it for a Christmas wish elicited the strongest intense positive emotions, with 58.2% of viewers reporting such feelings—the highest of the season. Directed by Academy Award winner Taika Waititi, the ad finished first, ahead of Waitrose's 'The Perfect Gift' (second) and John Lewis's 'Where Love Lives' (third). Lego and Tesco also placed in the top five, with Gap, Walmart and Barbour in the top 10; Asda (11th), Aldi (13th), and Sainsbury’s and M&S Food (joint 14th) just outside the top tier. The methodology blends facial coding, eye tracking, surveys, computer vision and audio analysis to predict emotions across 39 feelings, with intense emotions defined as 8–10 on a 1–10 scale. Data compiled Nov 17, 2025 at 6am.