3942ca84

THE RISE OF SOCIAL SEARCH: WHY BRANDS NEED TO THINK LIKE CREATORS

Thu, 27 Nov 2025 15:59:17 GMT

THE RISE OF SOCIAL SEARCH: WHY BRANDS NEED TO THINK LIKE CREATORS IN 2026

Once upon a time, discovery started with a search bar. You’d type a question into Google, scan a few blue links, and land on a blog or review site that had the answer. But that’s no longer how people find things – especially not Gen Z or Gen Alpha.

Today, discovery starts with a scroll. TikTok is the new search engine. Instagram Reels are the new TrustPilot. And if your brand isn’t present there, it might as well be invisible.

To explore what this means for brands moving into 2026, we sat down with our Social Media Manager, Nikita Hennessey.

HOW SOCIAL SEARCH CHANGES THE RULES

Social platforms have evolved into search engines in their own right. TikTok now ranks videos by keywords, and Instagram Reels increasingly appear in Google search results.

“Gone are the days when social content was made purely for its native channel. Brands must now optimise their social content for both platform search, and external discoverability,” Nikita says.

Captions, descriptions, and on-screen subtitles have all become ranking factors, Nikita explains. “Understanding how your audiences phrase queries on social gives you an edge over competitors. Identifying trending queries in your niche, and experimenting with content formats that answer those questions can give you a serious advantage.”

VISUAL STORYTELLING THAT CONNECTS

Whilst social search and SEO both aim for similar results, they depend on very different strategies, Nikita explains. Social search thrives on immediacy and relatability. Unlike traditional SEO, which rewards technical optimisation and clarity, social algorithms favour authenticity, context, and emotional resonance.

“The social content people engage with most feels human and immersive,” Nikita explains.

“Short-form video works particularly well here, from demonstrating use cases, to sharing behind-the-scenes moments, or capturing customer experiences. Lo-fi, unpolished footage often outperforms highly produced content, because it feels more sincere. This is a genuine opportunity for brands to get ahead of their competition in 2026,” Nikita adds.

MAKING SOCIAL CONTENT WORK FOR SEO

Social doesn’t just build awareness - it drives measurable traffic. When optimised properly, TikTok and Instagram content can direct audiences to product pages, blogs, or landing pages, reinforcing overall search visibility.

“SEO and social shouldn’t work in silos,” Nikita says. “Social content can generate inbound links, improve dwell time, and support your broader search strategy if you create it correctly.”

“To integrate social and SEO effectively, brands can use strategies like repurposing trending social content into blog posts, and embedding the links back to their websites, signalling to Google the direct link between the pair.”

CREATORS AS DISCOVERY ACCELERATORS

Creators have become the amplifiers of social search. Their content often performs better algorithmically, and is intrinsically more trusted by audiences.

“Creators combine credibility with reach,” Nikita explains. “They answer questions, showcase experiences, and spark engagement in ways branded content cannot – so choosing the right one for your brand is super important.”

In practice, brands benefit from briefing creators around trending queries or frequently asked questions, tracking which creator-led content drives visibility and engagement, and weaving this content into larger campaigns.

“Finding that sweet spot of ‘relevant topic, relatable creator’ is a gold mine for brands, and shouldn’t be underestimated,” Nikita adds.

BEYOND SOCIAL: THINK OMNICHANNEL

Optimising your social channels for the future of search is a great step to getting ahead in 2026. But, for the best results, Nikita recommends keeping an omnichannel mindset.

“Discovery doesn’t happen in isolation,” Nikita explains. A cohesive approach ensures audiences encounter your brand across feeds, search engines, websites, and even email campaigns.

“Omnichannel content turns attention into action,” Nikita says. “Social attracts, SEO captures, PR amplifies, and owned channels convert. Every touchpoint matters, and each team should be singing from the same hymn sheet.”

Brands should regularly audit where their audience interacts with their content, ensure messaging is consistent across channels, and format content to suit each platform - so every interaction contributes to discovery and engagement.

READY TO BE DISCOVERED?

At Tribera, our Social, Content, and SEO teams work together help brands stay visible where discovery now happens – on feeds, in searches, and beyond.

If your digital strategy still starts and ends with SEO, it’s time to evolve. From creators that capture the mood to captions that convert - let’s make your brand discoverable where it matters most. Get in touch .

COSTA COFFEE UNVEILS 2025 FESTIVE CUP COLLECTION DESIGNED BY BIRMINGHAM’S TRIBERA

Tue, 04 Nov 2025 16:58:48 GMT

Costa Coffee has revealed its 2025 festive cup collection, designed in collaboration with Birmingham-based agency Tribera. The cups will be featured across more than 2,800 UK stores and selected international markets this Christmas, marking one of Costa’s most high-profile seasonal campaigns of the year.

Bringing Costa Coffee’s brand platform, “Made with heart,” to life, the collection celebrates warmth, connection, and togetherness during the festive season.

Tribera led the creative direction, tasked with delivering a design that is joyful, inclusive, and unmistakably Costa, while avoiding traditional festive imagery. The resulting cups combine a refined colour palette with expressive textures and forms, reflecting the emotional warmth of the season.

Dan Osadciw, Creative Director at Tribera, said: “Coffee is a connector, it brings people together every day. For the festive cups, we wanted a design that feels universal and celebrates connection, while remaining true to Costa Coffee’s brand.”

A Costa Coffee spokesperson added: “ The 2025 Festive Cups embody the warmth and connection we aim to share with customers every day. Tribera captured that vision beautifully, and it has been great to see this collection land in store for our customers to enjoy”.

This campaign builds on a decade-long creative partnership between Costa Coffee and Tribera, which has grown from ad-hoc design support to trusted collaboration on seasonal campaigns, social content, and photography.

Founded in 2019, Tribera has quickly established itself as one of the Midlands’ leading independent creative agencies, working with national and international brands across PR, social, digital, and creative projects.

THE REALITY OF A 4 DAY WORK WEEK: HOW A BRUMMIE MARKETING AGENCY MAKES IT A SUCCESS | TRIBERA

Thu, 23 Oct 2025 14:22:55 GMT

THE REALITY OF A 4-DAY WORK WEEK: HOW WE MAKE IT A SUCCESS

For many, the four-day work week sounds like the ultimate workplace perk: more balance, less burnout, and an extra day to live your life.

At Tribera, we were one of the first companies in the Midlands to move to a shorter week back in 2022 - offering the team reduced working hours without any loss of pay. And while it’s brought huge benefits, we’ve also learned that real success takes flexibility, honesty, and a lot of fine-tuning.

Tribera Co-Founder, Fran Nolan, shares how we maintain exceptional client results, ensure productivity remains high, and why the key to a shorter week isn’t just about taking Fridays off.

1. WHY WE STARTED THE 4-DAY WORK WEEK

“From day one, we’ve always believed work should fit around life - not the other way around,” says Fran. “Our culture has always encouraged flexibility. We offered hybrid working long before the pandemic, and people could always go to the gym mid-morning, pick up their kids, or take time out when they needed it.”

The four-day work week felt like a natural next step. “The traditional 40-hour work week was popularised by Henry Ford and built for factory work in the 1920s - not a creative agency operating nearly a century later,” Fran adds. “It doesn’t fit how modern businesses or people live today. A creative business should think differently and challenge convention – and that applies to how we work, too.”

2. THE SHORTENED WORK WEEK BENEFITS

After a successful four-day week trial, the impact was clear - the team felt more energised, creativity increased, and productivity soared.

“Naturally, our biggest concern was how the change would impact our clients. But our results actually improved during that period – in fact, coverage from the PR team doubled,” recalls Fran. “People were sharper, happier, and genuinely more motivated. Having that extra breathing space meant we all came back on Monday ready to go again.”

And clients noticed too. As the trial continued, the agency continued delivering award-winning campaigns, proving that a shortened work week could absolutely work in a fast-paced, client-led environment.

3. IT’S NOT ALWAYS EASY – THE CHALLENGES OF WORKING REDUCED HOURS

But after a year, the reality of agency life set in. “We quickly realised we don’t exist in a bubble,” Fran explains. “Clients don’t stop needing support on Fridays, and if we can’t be responsive, that affects trust.”

Responsiveness is one of the top metrics we look at in our client surveys. “It’s something we take seriously. We’d soon be out of business if we couldn’t speak to clients when they need us on a Friday,” says Fran.

So Tribera adapted. Instead of a fixed four days, the agency now operates on a 32-hour flexible week that can be worked however the team sees fit. “The hours are the same, but people can choose how and when they work them. It’s still a shorter week - just smarter.”

4. EMBRACING FLEXIBLE WORKING

The shift gave the team a whole new level of freedom. “Some people like to start early and be done in time for the school run each day, others ease into the morning and make up the hours at another time, and both work great,” says Fran.

Fran also shared how challenging social norms has been an unexpected hurdle. “People were so conditioned by rigid structures that they needed a bit of encouragement to really embrace the flexibility we were offering. Even when we operated on longer working hours, people could have worked Monday to Thursday – but it wasn’t until we officially introduced the four-day work week that people genuinely felt permission to step away from their laptop.”

She admits she leads by example. “I don’t start work until after the school run at around 10am, and I’ll often make up time later in the evening or on a Friday. I’m probably the most flexible worker at Tribera!”

5. MAINTAINING A WORK LIFE BALANCE

The hardest part of any four-day work week is boundaries. “We wanted to give people time back, not a chance to fill Fridays with freelance work elsewhere,” Fran says. “That goes against what we were trying to achieve - which is rest, creativity, and headspace.”

Work-life balance isn’t always perfect, but that’s okay. “We’re realistic, we know sometimes work will spill over. There’s a real understanding within the team that it goes both ways: flexibility for employees, and flexibility for clients. That’s the balance that works long-term.”

6. LESSONS WE’VE LEARNED

Moving to a four-day work week has been a huge learning curve. “It takes communication, trust, and constant tweaking. Our ethos runs through every process and decision – for example, we’ve even changed how we onboard people, so new hires understand the responsibility that comes with the freedom,” Fran reflects.

But she’s proud of where the team has landed. “The 32-hour model is the sweet spot. It gives people breathing space, but still keeps us accessible, collaborative, and client focused. For us, that’s what modern working should look like.”

7. THE FUTURE OF THE WORK WEEK

As conversations around flexible work continue, Tribera hopes more companies that offer a four-day work week will share their experiences honestly - both the highs and the challenges.

“Work-life balance is about more than time off,” Fran concludes. “It’s about trust, autonomy, and respecting that everyone’s version of balance looks different. We’ve built something that works for us, and that works for clients too – which is often a myth that prevents businesses from trying it out.”

8. LOOKING AHEAD

Nearly 100 years after Henry Ford standardised the 40-hour week, the world has changed - and so have we.

At Tribera, flexibility isn’t just a perk, it’s part of our culture. And as Fran says, “The rest of the world might not have caught up yet, but we’ll keep leading the way, one honest conversation at a time.”

WORK WITH AN AGENCY THAT WORKS SMARTER, NOT LONGER

At Tribera, our flexible working approach means we’re focused, creative, and fully committed to our clients - not tied to the outdated 9-to-5. If you want to work with a team that delivers brilliant results while embracing a smarter way of working, let’s talk. Get in touch today .

THE DEATH OF THE PRESS RELEASE? WHY YOUR PR CAMPAIGN ISN’T GETTING THE RESULTS YOU WANT | TRIBERA

Tue, 21 Oct 2025 09:09:36 GMT

THE DEATH OF THE PRESS RELEASE? WHY YOUR PR CAMPAIGN ISN’T GETTING THE RESULTS YOU WANT

For decades, the press release has been PR’s most reliable tool - the backbone of brand communications. But as audiences evolve, algorithms dictate attention, and social-first storytelling dominates the feed, it’s time to ask: ‘has the press release reached the end of its relevance?’

We’re now operating in an environment where stories break on TikTok before breakfast, LinkedIn guru think pieces are driving more conversation than national columns, and memes move faster than the morning news cycle. Add AI-generated content to the mix, and even the sharpest announcement can be buried in minutes.

It’s time for PR to get honest with itself. The old rules don’t apply anymore. And the brands winning earned attention aren’t just sending press releases - they’re shaping narratives, fuelling culture, and engineering credibility in new ways.

We sat down with Sheridan Okey, Head of PR at Tribera, to unpack how PR strategies must evolve to cut through the noise and deliver impact that lasts.

“The good old days of firing out a press release and hoping for coverage are gone,” says Sheridan. “PR today needs to be smarter, faster, braver and more connected to where conversations actually happen.”

So, what does good PR look like now? Here are five ways brands can rethink their approach, and why the best digital PR agencies are already doing it.

1. THE BEST PR DOESN’T LOOK LIKE PR

The future of PR doesn’t start with a press release. It starts with an idea worth talking about.

Instead of templated announcements, leading PR teams are earning coverage through creative storytelling - think culturally relevant hooks, human stories or data-led insights that surprise both journalists and audiences.

“Journalists want stories, not statements,” says Sheridan. “A strong PR campaign gives them something irresistible - an unexpected insight, a cultural moment, or a narrative that sparks conversation.”

Try creating a mini-insight report, commissioning a short survey or poll, or analysing a trend or cultural shift in your sector. It’s not about adding noise; it’s about adding value.

2. FORGET COLD PITCHING, IT’S ALL ABOUT REAL RELATIONSHIPS

If your PR approach still revolves around mass outreach emails to 200 journalists, it’s time to stop. Newsrooms have changed and so has the way journalists want to connect.

Mass outreach emails don’t build credibility. Relationships do.

“Journalists live on X and LinkedIn, not in their inboxes,” Sheridan explains. “Engage with their work, comment on their posts, add to their conversations and be genuinely curious about what drives them. That’s how you move from being inbox clutter to a trusted contact.”

Offering exclusives or behind-the-scenes access creates value for journalists and brands. It’s slower, but it builds something far more powerful: trust.

And trust is the new reach.

3. REACT FAST OR MISS THE MOMENT

The story cycle isn’t 24-hour anymore – it’s 24 minutes! Stories now break and expire within hours. Reactive PR, or newsjacking, has become a vital part of PR strategy. It’s how brands insert themselves into the right conversations, at the right time, with relevance that feels organic – not opportunistic.

“Don’t just react for attention’s sake” Sheridan adds. “React when your brand has the authority, credibility or point of view to add something meaningful. That’s the difference between being part of the news or just chasing it.”

Proactivity is the new preparation. Build systems that allow you to respond - in minutes, not days. Set up Google Alerts, follow industry hashtags and stay plugged into what’s trending. Never miss a beat.

4. THINK NARRATIVE-FIRST, NOT FORMAT-FIRST

PR used to start with ‘how do we announce this?’. Now it starts with ‘why should anyone care?’.

Once you’ve nailed the narrative, then decide the format. Maybe it’s a TikTok series, a podcast cameo, a thought leadership or yes – a press release, but one that lives across multiple touchpoints.

“People scroll before they search. They follow people before brands,” Sheridan notes. “The best PR today blends storytelling across social, influencer, and editorial - meeting audiences where their attention already is.”

In other words, your story doesn’t live in one channel. It travels.

This shift reflects how audiences now discover and consume information. And as PR teams adapt, it’s clear that the strongest campaigns blend channels, from social storytelling to influencer partnerships and digital content that earns attention organically.

5. EARNED TRUST EQUALS EARNED MEDIA

If public relations used to be about earned coverage, it’s now about earned belief.

You can’t buy credibility - you earn it. Every PR campaign, quote, and partnership builds trust that journalists and audiences both recognise. And the brands winning coverage are the ones consistently showing up with substance and authenticity.

“When a brand leads with integrity and value, journalists take notice and remember,” Sheridan explains. “They remember who’s credible, who delivers value, and who isn’t just chasing headlines. That’s what converts relationships into results. You can’t fake that.”

PR isn’t about being seen. It’s about being believed.

Earned media isn’t just about visibility, it’s about validation. And the only way to achieve that is through consistency - being the brand people want to hear from, not the one flooding inboxes with commercial announcements.

SO, IS THE PRESS RELEASE REALLY DEAD?

Not quite – but it’s definitely being rewritten (pun intended). The press release still has a role to play - as a source of truth, a credibility anchor, and a searchable asset that fuels wider digital storytelling. What’s changing is how it’s built and where it lives.

Over the next year, the most successful digital PRs will accept the press release as one PR tactic within a bigger, more dynamic strategy. It’s still useful for clarity, quotes, and credibility, but the real impact comes from how that message is amplified through social, digital, and human storytelling. It is part of a content ecosystem that powers visibility, authority, and relevance - across both media and search.

“The future of PR is narrative-first,” Sheridan concludes. “It’s about crafting stories that live across channels, that people believe in, and that move conversations forward. The press release isn’t dead, it’s just evolving.”

READY TO RETHINK YOUR PR APPROACH?

The world of PR is changing. If your brand is still relying on press releases and mass distribution alone, it's time for a rethink.

At Tribera, our PR, digital, and creative teams work side by side to craft stories that earn attention, build trust, and drive real results. Whether it’s through social storytelling, reactive campaigns, or strategic media outreach, we help brands show up where it matters.

If you’re ready to generate press coverage with real business impact, get in touch today .

THE MOST MISUNDERSTOOD TEAM IN MARKETING AGENCIES - CLIENT SERVICES

Tue, 07 Oct 2025 12:10:13 GMT

Client Services: The most misunderstood team in marketing agencies

When you think of a marketing agency, you probably picture the Creative team brainstorming bold campaigns, or the Digital team analysing data to drive insights. But behind every campaign, is a lesser seen, yet equally vital force: Client Services.

Inside the agency, Client Services are often unfairly labelled as “project managers”. To clients and outside the agency, they may appear as the ones chasing updates or arranging status calls. The reality is far richer. The truth is, Client Services are that the glue - connecting clients and creatives, budgets and deadlines, and strategy with clear execution.

To understand why account management is essential for any marketing agency partnership, we asked our Client Services and Operations Director, Holly Howard, to share what makes the department tick – and why it matters to clients…

1. From the first hello to the lasting impression

“Client Services is often the first and last team a client interacts with,” Holly says. “We’re not just managing projects – we’re bringing the agency’s values and mission to life. We ensure clients feel heard, understood, and supported from day one. Trust built early shapes the entire partnership.

“Clients are essentially customers, and customers place their trust in the people they work with. That trust fuels and translates into long-term relationships.”

In fact, research shows that 87% of consumers trust a brand more after an excellent customer experience, and 89% of consumers are more likely to make another purchase after a positive customer service experience.

Done right, the impact is enormous – for both client and agency.

2. Why clients should care

A strong Client Services team doesn’t just manage tasks - they help brands win. How? By keeping work organised, strategy aligned, and campaigns on track, they directly influence:

Client retention: “Happier clients mean longer partnerships.”
Agency reputation: “Good work spreads, and referrals follow.”
Workflow and communication: “We simplify the noise, keeping everyone on the same page.”
Revenue and growth: “Spotting opportunities for cross-channel activity, but only when they serve a client’s goals.”
Brand guardianship: “Acting as an extension of the client team, we know your brand inside out and protect it fiercely.”
Strategic guidance: “Keeping projects aligned to wider business goals, not just the brief in front of us.”

Every client touchpoint is an opportunity to reinforce trust, safeguard the brand, and drive results.

3. Translating ambition into action

“Every client has ambitious goals,” Holly explains. “Our job is to make sure those goals don’t get lost in the noise of day-to-day delivery. That might mean reframing a brief, recommending a different approach, or knowing when to push back. We’re not order-takers – we’re problem-solvers.”

This translation role is what makes Client Services invaluable. They speak both “creative” and “commercial” fluently, ensuring ideas are not only exciting but practical, budget-conscious, and measurable.

4. The ‘brand guardian’ role

“Once you’ve worked in Client Services long enough, you start to know your clients’ brands almost as well as they do,” says Holly. “You become a true extension of their team - not just delivering campaigns but protecting the brand’s integrity, ensuring consistency, and advising on adaptation without losing identity.”

In other words, a strong Client Services team is a brand’s insurance policy – making sure nothing gets lost in translation between strategy, creative, and execution.

5. The growth team you didn’t know you had

Behind the scenes, Client Services is also where growth happens – for both agency and the clients. By deeply understanding the client’s business, the team can spot opportunities clients may miss: a new channel to explore, a fresh partnership, or a chance to scale what’s already working.

“Growth doesn’t come from chasing shiny new things for the sake of it,” Holly says. “It comes from knowing when to double down, and when to pivot. That’s what we help clients do.”

Client Services: more than middle-people

At Tribera, the best campaigns are built on trust, collaboration, and shared ambition. Client Services is far from a “middle layer” – it’s the foundation.

The most successful partnerships happen when clients see the team as an extension of their own – not just process managers: protecting the brand, unlocking opportunities, and ensuring work doesn’t just get done - but gets done brilliantly.

So next time you think about a marketing agency, remember creativity may win awards, but it’s Client Services that keeps the wheels turning, the work meaningful, and the partnership strong.

Ready to work with a team that’s in it for the long run?

At Tribera, our Client Services team brings clarity, consistency, and strategic vision to every partnership. If you’re looking for an agency that acts as a true extension of your business - let’s talk. Get in touch today .

DRAGON BOAT RACE BIRMINGHAM 2025: RAISING MONEY FOR BIRMINGHAM CHILDREN’S HOSPITAL

Thu, 02 Oct 2025 13:44:26 GMT

Dragon Boat Race: Rowing for a cause

On one of the last sunny days of 2025, our Tribe traded keyboards for paddles and laptops for life jackets, diving straight into the action of Birmingham’s annual Dragon Boat Race. It had everything: a bit of competition, a lot of teamwork, and most importantly, the chance to champion the life-changing work of Birmingham Women’s and Children’s Hospital and Charity .

Fruity costumes, fierce paddling

Forget blending in - our crew turned up to the canal in full fruit-bowl glory. Bananas, strawberries, pineapples… if you can find it in a smoothie, chances are, it was in our boat.

And while our paddling might not win Olympic gold just yet, our enthusiasm (and questionable rowing technique) certainly made waves.

Smashing our target

Finishing 8th out of 27 teams was a pretty sweet surprise. But the real victory? Absolutely smashing our fundraising goal with over £3,400 donated. Thanks to the incredible generosity and kindness of colleagues, friends, and supporters, every donation is helping Birmingham Women’s and Children’s Hospital continue delivering vital care, life-changing research, and comfort for families who need it most.

Tribera’s Client Growth Manager Ollie McGrath, summed it up perfectly:

“We went into the Dragon Boat Race with low expectations - but our fruit bowl absolutely smashed it! Most of the other teams looked way sportier than us, so finishing 8th feels like a massive win. And knowing every paddle stroke helped raise funds for Birmingham Women’s and Children’s Hospital? That’s the real victory.”

Altogether, the event raised over £290,000 for Birmingham Women’s and Children’s Hospital Charity - an incredible result for a brilliant cause.

More than a race

Tribera is proud to have Birmingham Children’s Hospital Charity as our charity partner. This partnership is part of our commitment to the Changemakers programme, a network of local businesses working together to make a real difference for sick children and their families.

Each year, we take part in fundraising activities and donate a percentage of our profits to support vital projects. Every contribution helps provide lifesaving equipment, create welcoming spaces, and bring comfort to families during challenging times. Being a Changemaker is about showing up, having fun, and making a tangible impact - and we’re proud to stand alongside some of the region’s most inspiring businesses to support children and families when they need it most.

Stay up to date with our latest Tribera news on LinkedIn or Instagram .

Photography credit: Daniel Graves Photography

CREATIVE CONTENT AGENCY CO-FOUNDER SCOOPS TOP AWARD FOR SHAKING UP THE MARKETING INDUSTRY

Mon, 29 Sep 2025 14:06:22 GMT

Co-founder of Birmingham creative agency named Marketing Leader of the Year

We’ve got some big news to share – and it comes with a shiny new trophy!

Our Managing Director and co-founder, Fran Nolan , has officially been crowned Marketing Leader of the Year at the Midlands Marketing Awards 2025! It was no easy win either - Fran scooped the title in one of the night’s most competitive categories, standing out against seven incredible nominees from Birmingham and beyond.

On Thursday 11th September 2025, we swapped jeans for black tie and headed to The Grand Hotel for an evening of celebrations. There was great food, great company, and of course, a room full of brilliant marketers!

But the cherry on the cake for us? Watching Fran’s name announced as the winner.

A little about the marketing awards...

The Midlands Marketing Awards shine a light on the brightest talent across the region. The Marketing Leader of the Year accolade is reserved for those who push boundaries through creativity, leadership, and impact.

Fran wowed the judges for her standout marketing expertise, spotlighting her numerous high-profile rebrands and campaign strategies , alongside her fearless approach to leadership that consistently challenges the traditional playbook.

Commenting on her recognition, Fran said : “I’m truly honoured to be named Marketing Leader of the Year. We believe that great marketing is built on deep insight and by really listening to the voice of the customer - before being brought to life with empathy and creativity. It’s wonderful to see this approach recognised.”

Breaking the agency mould

Fran co-founded Tribera in 2018 with Dré Picart after becoming frustrated with rigid structures and a lack of flexibility in the industry - especially for women. Determined to do things differently, the pair created an agency that puts people first.

Tribera introduced hybrid working long before it became the norm and later rolled out a 32-hour working week designed to boost both creativity and wellbeing. The result? A thriving workplace culture that delivers happier teams and stronger results for clients.

Today, we’re a 30-strong Birmingham agency partnering with leading brands like Costa Coffee , West Midlands Trains , Greene King and VoucherCodes.co.uk . We’ve been named one of Campaign’s Best Places to Work, proving that challenging the old rules doesn’t just build a better workplace - it builds better marketing.

Fran reflects on this journey: “Launching Tribera was one of the bravest, and boldest, decisions I have ever made. It was an idea that came from lived experience - watching my brilliant female colleagues excluded after becoming mums, concealing my own pregnancy out of fear of being sidelined, and enduring work cultures that left no room to thrive personally and professionally.

“I believe that great work comes from a great culture, rooted in diversity, inclusivity, flexibility and safety. At Tribera, we live by our values. We work with purpose, balance, and trust, and encourage grown-up conversations – and that delivers tenfold for clients through the performance of a team that shows up motivated and happy to be at work.”

Driving Birmingham’s creative rebellion

Fran’s recognition wasn’t just about her work at Tribera. The judges also highlighted her efforts to empower women across the wider region.

In 2024, she launched BRUMWIM (Birmingham Women in Marketing), a movement designed to unite female talent, amplify voices and challenge the industry’s London-centric bias.

BRUMWIM has already been making waves by:

Hosting six sell-out events
Bringing over 70 women together at its Made in Brum celebration
Launching a mentoring programme matching over 60 marketeers - from fresh graduates to CMOs, meaningfully paired to support career development

An exciting year ahead

The celebrations didn’t just stop there - Tribera was also shortlisted for Agency of the Year and Best Consumer Campaign at the awards – a reflection of the standout creative work and powerful results we have delivered this year.

Fran concluded: “It’s been a phenomenal year for Tribera so far, and believe it or not, we’re still only just getting started.

“I’m incredibly grateful to the awesome Tribe that bring the vision to life, deliver brilliant work for our clients day in day out, and never fail to erupt with the loudest cheers in the room at an awards ceremony. That support means everything.”

Keep up with our latest Tribera news on LinkedIn or Instagram , or get in touch to work with us.

Photography credit: Mr Ladd Media ©

BEYOND SEO: HOW TO ADAPT DIGITAL MARKETING FOR AI SEARCH

Mon, 22 Sep 2025 15:52:15 GMT

From SEO to paid media, generative AI is rewriting the rules of online engagement. Search engines are no longer gateways to websites - they’re answer machines, serving instant responses with minimal effort from users.

For searchers, it’s a win. But for marketers, it’s a wake-up call. The challenge has shifted from chasing clicks to building trust, authority, and tangible impact - in a time where visibility alone is no longer enough to succeed.

To explore what this means for brands, we sat down with our head of digital, Matt Rees, to discuss how AI is reshaping digital marketing - and what businesses must do to stay competitive.

The rise of AI search and zero-click results

Google’s AI Overviews and “AI search mode” aren’t just shiny new features - they are rewriting the SEO rulebook.

Instead of that familiar list of ten blue links, searchers now receive an AI-generated summary that often provides the answer in full, pulled from multiple sources across the web. People don’t need to search themselves anymore, AI is doing the hard work. And, this change is having a clear knock-on effect. Impressions are rising, but clicks are falling.

“Zero-click searches are quickly becoming the norm, leaving teams with incomplete reporting, limited tracking, and far too many blanks in their analytics,” says Matt. “It does feel a bit like flying blind, with frequent updates and changes to adapt to. But, hidden in that frustration, is opportunity.”

SEO shift: From ranking first, to being chosen first

Traditional SEO has always been about rankings. But now, a number one spot is meaningless if a giant AI box pushes it below the fold. What really matters is being selected by the AI to appear within its generated answers - the goal has shifted.

“Being chosen by AI requires a different approach. Every brand is competing to be included in a single AI response. And to get included, content now needs to directly address user questions, demonstrate authority, and show credibility,” Matt comments. “Keywords alone no longer cut it. Clear writing, driven by intent, gives brands the best chance of being surfaced in those all-important summaries.”

Paid media: the changing price of presence

Thanks to the ever-changing algorithms and platform updates, SEO teams aren’t the only ones under pressure. Paid media is shifting too. Google has already began testing advertisement placements inside AI results. That means budgets are likely to swing harder towards conversion-focused campaigns, with inevitable competition driving up cost-per-clicks.

But, there is a golden opportunity for brands within this shift. Matt adds, “When ads ultimately appear within AI results, they are embedded within highly relevant, solution-driven contexts. Users aren’t scrolling idly - they are actively seeking answers - and this makes relevance and alignment more valuable than ever.”

The role of Digital PR in AI search

As AI shifts the way we search, strong digital PR becomes even more valuable. When AI tools pull together their summaries, they lean on sources that are trusted, credible, and frequently referenced across the web. That means a consistent stream of high-quality coverage, thought leadership, and brand mentions can help your business become part of the conversation at the AI level.

“PR isn’t just about headlines anymore,” Matt notes. “It shapes how search systems understand your authority. Every media placement, expert quote, or partnership featured online creates signals that reinforce your relevance. This is why digital PR and SEO are no longer separate disciplines – they excel when they feed into one another.”

For brands, the focus should be on visibility in places that their audiences reside, from national media and trade publications to niche outlets and social feeds. The more these signals build, the stronger your chance of being surfaced in AI-driven search results.

Are websites still worth it?

If AI can provide the answers, do websites still have a role? Absolutely - but their part has changed. Websites are becoming validation and conversion layers, rather than the first point of discovery.

“Visitor numbers may fall, but those who do arrive are more motivated,” Matt says. “They’ve already encountered your brand within an AI overview or an ad, and by the time they reach your site, they’re closer to making a decision. That makes design, clarity, and trust signals more critical than ever.”

Measuring impact in a zero-click world

With reporting proving more important than ever to prove value in the industry, accurately measuring the results of digital marketing activity is vital - but it’s also difficult.

“A user may see your brand in an AI snippet today, think about it tomorrow, and only convert weeks later. Traditional analytics aren’t designed for journeys that stretch across multiple touchpoints without a single obvious click – thus making it harder and harder to prove impact,” Matt comments.

“To adapt, marketers need to rely more on first-party data and wider attribution models. Media mix modelling will be essential to understand influence, even when direct referral data isn’t there.”

Zero-click doesn’t mean zero impact - but it does mean marketers need to change how they prove value.

AI in digital marketing: The opportunity ahead

AI search has created disruption in the marketing world, but it has also forced a return to fundamentals. Authority, credibility, and relevance now matter more than raw rankings or traffic.

“At Tribera, we see this as a chance to move past vanity metrics and towards genuine influence,” Matt continues. “By aligning SEO, paid media, online experiences, and smarter measurement, brands can not only adapt to this new environment, but thrive within it”.

Search engines may be evolving into answer engines – but the real answer lies in how you show up for your audience.

Ready to up your digital marketing game?

The shift to AI search is already here - and it’s only going to accelerate. Staying ahead means bringing together SEO, paid media, PR, and smart data to create strategies that drive genuine results. At Tribera, our digital , creative , and PR teams work side by side to help brands adapt, stand out, and grow in this new search era.

If you’re ready to rethink your approach and see what’s possible, get in touch with us today to find out how Tribera can support your digital marketing goals. Tribera has been named as a Top Digital Marketing Agency in Birmingham by DesignRush .

FIVE CREATIVE TRENDS SET TO SHAPE DESIGN IN 2026

Thu, 18 Sep 2025 15:11:30 GMT

From comforting colour trends to the return of retro-futurism, the creative landscape in 2026 is set to be messy, human, and full of promise – according to our Senior Art Director, Tristan Nesbitt.

2025’s polished, pixel-perfect approach is giving way to something warmer, bolder, and more experimental. For designers, the focus is shifting from chasing trends to crafting creative that resonates with real, ordinary people.

To explore what’s ahead, we spoke to Tristan about the shifts happening in creative right now – and what brands should be embracing to stay visually relevant next year and beyond…

1. Colour that feels like comfort food

In 2026, colour isn't just about standing out or matching brand guidelines – it's about helping people feel grounded, safe, and emotionally connected.

“If I’ve learned anything from my career in design so far, it’s that people want to feel something,” Tristan says.

“In 2026, colour is stepping up to deliver those warm, grounding vibes. Sherwin-Williams’ Colormix palette forecasts ‘Sunbaked Hues’ (think terracotta, ochre, muted yellows), ‘Foundational Neutrals’, and ‘Restorative Darks’ that wrap around you like your favourite woolly jumper are set to be hugely popular.”

“For me, these tones are less ‘trendy accent wall’ and more ‘post-hike pint by a roaring fire’. Brands that ignore the emotional pull of colour in 2026 will risk feeling colder than a January camping trip.”

2. Craft is back (and we’re here for it)

After years of digital slickness, the industry is rediscovering the beauty of imperfections, and the charm of the handmade.

“I’ve always had a soft-spot for design that looks considered, hand-made, and slightly rough around the edges. Turns out - the industry agrees,” Tristan shares.

“Milan Design Week spotlighted brushstroke motifs and freehand forms over digital perfection. Even high fashion houses are sending designers to the Cotswolds to learn traditional weaving and embroidering – ensuring the next generation can blend their craft with circular design principles.”

“Craft isn’t quaint anymore, it’s cool. Which makes me very happy, because I’ll choose a brushstroke over a stock vector any day.”

3. Phygital, personal, and AI-powered

Technology is evolving fast – but the focus now is on using it to enhance creativity, not replace it.

“In 2025, Adobe predicted creatives would lean into the surreal and immersive. By next year, I expect that to morph into fully phygital experiences – where physical and digital overlap.

“TrendHunter calls this the era of ‘Hyper-Personalised Design’, with AI making brand experiences feel tailor-made.”

“As a dad, I love personalisation - especially when it means Netflix finally stops recommending ‘Lego Ninjago’, and my Spotify most played song isn’t ‘Spidey and His Amazing Friends’.

“As an art director, I believe AI should be a co-pilot, not the one steering the ship. Give me tech that frees up time to explore and experiment, not to soullessly churn out content.”

4. Retro-future vibes (with a twist)

Nostalgia and innovation are colliding in new and exciting ways – blending styles from the past, with possibilities from the future.

“The past and the future are throwing a joint party in 2026,” Tristan says.

“In 2025, Adobe predicted the rise of retrofuturism, something I think will continue into 2026. This ‘Time Warp’ concept, turbocharged by AI, blends modern components with historical and vintage elements – pulling styles from ancient Rome, the roaring twenties, the groovy seventies and beyond to create a nostalgic yet fresh aesthetic.

“I think we’ll also see a lot more multi-sensory campaigns – immersive brand worlds you can smell, taste, and touch.

“This excites me. It’s design that asks people to stop scrolling, and start feeling. Like a good country pub – it doesn’t need to be perfect, it just needs atmosphere.”

5. Leaner agencies, wilder work

As teams shrink and budgets tighten, 2026 is set to see a surprising silver lining - more bravery, fewer blockers, and bolder ideas.

“Here’s a prediction I have a whole host of mixed feelings about: Agencies will keep slimming down, simply because clients want to pay less, and are expecting more and more,” Tristan predicts.

“We’ve all seen the ‘client budget vs client expectation’ memes. Reddit chatter and industry buzz suggest high-paid creative ‘sherpas’ with networks of freelancers will be parachuted in when needed. It’s agile, sure – but it also puts pressure on juniors to freelance their way into the industry. Which, in my experience, is incredibly tough.

“Still, with fewer bodies and tighter teams, the creative output will likely get bolder. Less bureaucracy means more bravery (from agencies and brands alike) – or at least, I hope so.”

Final thoughts from the creative floor

According to Tristan, creative design in 2026 won’t be about polish – but personality will reign supreme. The most exciting work will feel lived-in, a little rough, and deeply human:

Colours that hug you, instead of screaming at you.
Design that wears its imperfections proudly.
Tech that collaborates, not dominates.
Retro-futures that make us smile.
Agencies that flex, adapt, and create braver work.

Tristan concludes: “To me, moving into 2026 feels exciting. It feels like a creative road trip – unexpected detours, muddy boots, and memories worth holding onto. I’m ready for the challenge.”

Ready to rethink your creative?

The year ahead is full of opportunity – if you’re ready to lean into what makes your brand human.

At Tribera, we combine strategic thinking with considered creativity to make content that’s not only seen, but felt. Whether you're looking to refresh your visual identity, or tell richer stories through crafted, meaningful campaigns – we’re here to help.

Let’s create something imperfectly brilliant together. Get in touch . Or, learn more about the Tribera Creative Team .

TRIBERA LAUNCHES B1 STUDIOS - A BIRMINGHAM STUDIO SPACE

Tue, 02 Sep 2025 09:52:05 GMT

Tribera launches B1 studios – Birmingham’s new creative hub for businesses, brands, and creators

Birmingham’s booming creative sector has a brand-new home. Here at Tribera, we’ve recently launched B1 Studios – a state-of-the-art production space designed to put the Midlands firmly on the UK’s creative map. And, it’s now open, for you.

As a Birmingham marketing agency, giving back to Brum is important to us.

Located on the 23rd floor of our iconic home, Alpha Tower, and just a short walk from Birmingham New Street Station, B1 Studios brings London-level facilities to the Midlands, giving local businesses, brands, and creators the tools to produce high-quality content – without leaving the city.

From podcast recording and photography to full-scale video shoots, our studio is built for flexibility, speed, and impact.

And, the space has already attracted and played host to a range of big names - including Costa Coffee, who recently used the space to shoot campaigns for its Summer Drinks, Spanish Latte, and Hot Milkshake ranges.

Fran Nolan, Managing Director at Tribera, comments:
“Birmingham is full of ambitious businesses and talented creators, but until now, there’s been a real gap in the city for accessible, high-quality studio spaces.

“With B1 Studios, we wanted to create something that’s central, flexible, and faff-free – a place where people can walk in with an idea and walk out with something tangible.

“The response so far has been brilliant! We’ve already had great feedback from clients like Costa Coffee, and we’re excited to see how Birmingham businesses use the space to grow their brands and reach new audiences.”

Designed with flexibility and ease in mind, B1 Studios offers:

Podcast facilities – ready-to-go podcast recording kit with the option of professional filming and sound support.
Photography – high-end equipment, a range of changeable backdrops, and a green screen for product, portrait, or fashion photography.
Videography – versatile setups ideal for product videography, with professional crew available on request.
Post-production support – from fast-turnaround edits for social media to full-scale video production.
Kit hire – industry-standard equipment on site, so there’s no need to haul gear across the city.

The ethos behind B1 Studios mirrors our wider approach as one of the UK’s most innovative creative content agencies: no nonsense, just raw creativity that works - with kit, coffee, and good vibes available on tap.

Bookings can be made here , and updates are shared on Instagram: @b1studiosbytribera

WHY TRIBERA INVESTED £1,000’S IN MARKETING ACADEMY FOR MIDLANDS TALENT

Thu, 31 Jul 2025 10:40:14 GMT

The Academy by Tribera - The initiative the Midlands marketing scene has been calling for

2025 marked the prestigious launch of The Academy by Tribera (yes, que the confetti). Providing university students a real-world introduction to marketing, The Academy aims to help tackle some of the biggest challenges facing the marketing industry in modern times.

The initiative, designed to bridge the gap between academic study and industry expectations, intends to support the wider creative ecosystem in the West Midlands. Through a tailored six-week programme, we’re focusing on nurturing the next generation of local talent, offering dynamic experiences, practical training, and access to real client briefs.

But why are we doing this? We spoke to our co-founder, Dré Picart, regarding his motivations to launch The Academy…

Bridging the gap between education and real-world marketing

Speaking on the divide between academic learning and real-world marketing jobs, Dré, comments:

“There's a real divide between what's taught in lecture halls, and what's expected in a fast-paced marketing environment. University lays the groundwork, but stepping into your first agency role is a whole new game. From managing deadlines across multiple clients, to knowing how (and when) to push back on a quote or brief, there's a lot no one tells you until you're already in the deep end.

“That's one of the core reasons we've launched The Academy by Tribera. Each year, we will open our doors to local students in Birmingham because we know the leap from classroom to campaign can feel massive. Our initiative will share what it's really like to juggle competing priorities, deliver under pressure, and work collaboratively across creative, content, and strategy. And we'll cover the things left out of textbooks, like how to quote with confidence, push your ideas, and bring personality to your pitch.

“We want to be responsible for building the next generation of creative talent in Brum. So, we're giving students the tools, the confidence, and the head start they need to land and excel in their first marketing role.”

Giving back to the marketing community

Midlands born and bred, Dré comments on why giving back to the local community is important:

“Birmingham's creative scene is booming, but we've got a responsibility to nurture the talent that will keep it thriving. Too many brilliant graduates leave the West Midlands for London because they don't see the opportunities here. But, we want to change that narrative, by showing them what's possible when you do stay local.

“The Academy by Tribera isn't just about our business, it's about strengthening the entire Brummie marketing ecosystem. When we develop work-ready professionals who understand the industry inside out, everyone benefits. Local agencies get better candidates, brands get stronger campaigns, and Birmingham gets recognised as a serious creative hub.

“We've learned so much from this industry, and now it's time to pass that knowledge on. By investing in the next generation, we're not just giving back, we're building the community we want to be part of.”

Solving the nationwide skills shortage in digital marketing

Speaking beyond the Midlands, Dré, comments:

“Let's be honest, there's a massive skills gap in digital marketing right now. Businesses are crying out for people who can actually do the work, not just talk about it. We're hearing the same thing from businesses across Birmingham: ‘We don't hire graduates; we hire people with two years' experience.’ But where's that experience supposed to come from?”

“The Academy tackles this head-on by teaching the practical skills that employers actually need. We're covering everything from setting up Google Ads campaigns and creating native social content that converts, to understanding SEO audits and building digital PR strategies that get results. These aren't theoretical exercises – they're real projects with live briefs from actual clients.

“We're teaching students how to use the platforms they'll work with every day: Meta Business Suite, Google Analytics, Canva, and all the tools that separate someone who can "do marketing" from someone who can deliver measurable results. By the time they finish our six-week programme, they'll have a portfolio of work that proves they can hit the ground running.”

Creating a new standard of entry to the workplace

Commenting on the wider industry issues graduates face, Dré notes:

“The traditional graduate-to-employment pipeline is broken. Students spend three years learning marketing theory, then struggle to find anyone willing to give them that crucial first break. Meanwhile, businesses complain they can't find talent that's ready to contribute from day one.

“We're creating a different path. The programme gives students real agency experience before they even apply for jobs. They'll work on live campaigns, present to clients, manage deadlines, and learn how to collaborate across departments. They'll understand what it feels like when a campaign goes live, how to handle feedback, and what it means to be accountable for delivering value.

“This isn't just work experience, its real practice in how modern marketing works. Students graduate with industry certifications, a portfolio of tangible work, and the confidence that comes from knowing they can deliver. We're raising the bar for what it means to be "job-ready" in our industry.”

Shaping the kind of talent we want to hire

Acknowledging the Tribe’s long-term investment, Dré, comments:

“Here's the thing, we're not just training students for other people to hire. We're investing in the future of our own team. The Academy lets us spot exceptional talent early and nurture it in our way of working.

“We believe creativity comes from unexpected places, and Birmingham is certainly full of untapped potential. By working closely with local universities and bringing students into our world, we're building relationships with the people who might become our next top strategist, creative, or account director.

“But even if our academy graduates go on to work elsewhere - and many will - they'll carry forward the standards we've instilled. They'll know what good looks like, they'll demand better from themselves and their colleagues, and they'll contribute to raising the quality of work across the entire Birmingham creative scene. That's a win for everyone.”

Want to get involved?

If you’re interested in partnering with the Academy by Tribera, or be part of our next cohort of students, please visit The Academy by Tribera , or drop us an email for more details - academy@tribera.com . Or, find out more about the Tribe’s work .

TRIBERA NOMINATED FOR TWO UK CONTENT & PR AWARDS

Thu, 29 May 2025 10:57:42 GMT

Tribera secures its place on UK Content & PR Awards shortlist – twice

Here at Tribera, we’ve been nominated for not one, but two awards at this year’s Content & PR UK Awards - both on behalf of our work with money-saving client, VoucherCodes.co.uk!

Shortlisted for Best Use of Research and Real Time Response Campaign of the Year, our campaign began when the VoucherCodes team shared its aspirations to make meaningful and long-lasting connections with its customers…

A brand you can dis(count) on

Working with thousands of retailers and restaurants online and in-store, VoucherCodes’ London-based team works hard every day to secure the very best exclusive savings for its site, app, and browser extension. But, in a crowded market, the brand struggled to stand out to consumers, and was keen to better connect with their audience.

So, our mission was clear: devise and execute a creative content campaign that would help customer interactions with VoucherCodes become less transactional, and more emotional. 

The research stage

We needed to identify key emotional shopping moments UK consumers dealt with. So, we started with deep audience research, pinpointing the motivations behind different generational shopping habits.

We found that Gen Z actively seek discounts, Millennials love to share their bargain finds, and Gen X value trust and loyalty. By identifying the sweet spot between consumer needs and media appetite, we knew we needed to create insightful content that resonated when affordability was front of mind.

Leveraging independent data, we also highlighted seasonal spending spikes – from the extra £713 spent at Christmas, to the surge in Google searches for cheap Valentine’s Day gifts.

So, based on our research, we decided to focus our efforts on these four calendar events: Christmas, Valentine’s Day, February half term, and Easter – key seasonal moments where consumers tend to spend emotionally, and value affordability the most.

The deliverables (and results)

To empower the nation to make incredible seasonal savings, we curated a content series, revealing:

When Yellow Sticker discounts went live in every supermarket across the UK to save on Christmas entertaining
When the best Valentine’s Day meal deals went on sale so Brits could romantically dine in for less
Where kids could eat for free during half term
And the secrets to finding the best deals on Easter eggs (when Chocolate price inflation was burning a hole in the nation’s pockets!)

And, as a result, we delivered 1,250 brand mentions and pieces of coverage in top tier target titles such as The Sun, Joe.co.uk, Daily Mirror and Daily Star – as well as over a thousand (!) backlinks directing consumers back to site to explore further discounts.

Speaking on the award nominations, Sheridan Okey, our Head of Digital PR, comments: 

“We’re over the moon to have been shortlisted for our ongoing work with VoucherCodes. Creating content that’s on the pulse of culture, and that resonates with what the audience cares about, is what we do best – and it’s brilliant to see this recognised by industry awards.

“Both entries are testament to the hard work of our talented Tribe, and show the impact of creating timely content, backed by research and insight. We’re incredibly proud of the campaign, and the results we’ve achieved.”

Georgie Smith, our Senior Content Executive & Copywriter, adds:

“Seeing our name on the shortlist twice has been really exciting for the Tribera PR team. It’s fantastic to see our work recognised for using a unique blend of strategy, creativity, and data-driven insight to deliver outstanding PR results.

“Truly understanding what motivates shoppers has underpinned our strategy for VoucherCodes, ensuring every output is moulded specifically to meet the target demographic in a meaningful way - and making the shortlist reinforces the impact of that work.”

Curious to discover more about the PR Team ? Or, find out more about the Tribe’s work .