With heart. With mind. Army officer recruitment campaign by Tonic. BBC London news coverage

We made the BBC news!

Our latest work for The Army has been covered on BBC London. Have a look at the video below to see our tech filled truck that toured UK campuses to deliver an unforgettable experience to students across the country.

The post With heart. With mind. Army officer recruitment campaign by Tonic. BBC London news coverage appeared first on Tonic Agency.

Why ‘Fake Social’ Has Real Implications for Your Brand


What does it mean to be “Internet-y?” This series explores internet subcultures and micro-trends, explaining their underlying meanings for both brands as well as our culture at large.  

From avocados to Donald Trump, parody accounts have been cultivating micro-communities across the social media landscape since the early years of Twitter, bringing people together around shared interests and points of view. While the art of parody has existed in many forms throughout history (from James Gillray to Weird Al Yankovic), social platforms have been an important catalyst for mocking pop culture by lowering the barrier of entry. Anyone has the means to create an account and use imitation and humour to broadcast their opinions to millions online.


The range of parody accounts is vast, from prominent figures to companies, stereotypes, fads, objects, fiction and nonfiction. There’s @Jesus who’s been sharing words of wisdom since 2009 and @BoredElonMusk weighing in on the

Luxury brands or luxury blands?

Something very disturbing happened last week. I was in a dentist’s waiting room flicking through a copy of Vogue. Without thinking I put it back on the table and started reading Golf Digest instead. This type of behaviour is very unusual for me. So why did this happen? The immediately obvious answer: Vogue is boring. Or, at least the first twenty pages are. As the clearly labelled tin suggests, Vogue simply presents the current prevailing styles and fashion. It is not a literary classic. But I am someone who loves fashion. And I am eminently stylish (winky face in tow). So Vogue, and for that matter any other vehicle for advertising luxury brands like it, should appeal to me. I therefore decided to undertake a little research project to explore this incident in more detail. Here’s what I found.

From Doing It to Preaching It: Graduate Advice

I was recently invited to speak at a Careers event for the Chartered Institute of Marketing (CIM) about the challenges Marketing graduates face after University. I don’t consider myself a marketing expert as I’ve only been working in the field for a year. My topics were exclusively based on personal experience and on how I managed to get where I am today.

One theme that seemed to have resonated with the audience most, was “standing out from the crowd”. Easier said than done, right? Yeah… but not really. There’s a way to crack it. Here’s what I did: I took a close look at what made me, me. I knowwww, sounds fluffy. But allow me to put it into context.

Recruiters take, on average, 6 seconds to read a CV or application. That’s a Vine. That’s almost two eye blinks. If an applicant doesn’t stand out in two eye