Making Waves: Claude’s Big Debut, Women’s Cricket, and Christmas Comes Early

1. 80% of global marketing leaders plan to shift budgets toward social

A global survey by Sprout Social reveals that 80% of marketing leaders intend to move spend from other channels into social media. Key drivers include customer acquisition, loyalty, and revenue, but leaders admit challenges in measuring ROI effectively. Investment is also rising in influencer marketing and SEO specialists for social platforms.

Why it matters: Social Media continues to be the fastest evolving channel within the customer journey. Marketers who pair creative execution with sharp measurement are seeing big shifts.

2. Anthropic launches first brand campaign for Claude AI

Anthropic has launched its first-ever brand campaign for Claude, its AI assistant, with the message “Keep thinking.” The cinematic campaign positions Claude not as a know-it-all AI, but as a thought partner for problem solvers. Media placements span everything from Netflix to print titles and creator partnerships.

Why it matters: Claude’s campaign distances itself from utility-based AI marketing by leaning into emotion, tone, and human connection, which is essential for long-term brand affinity.

3. Mince pies and media plans: Christmas starts now

New research covered by WARC shows that UK consumers begin Christmas shopping as early as October. Motivations include spreading out spending, avoiding last-minute stock issues, and benefiting from early promotions.

Why it matters: Brands need to think about their Christmas campaigns and content earlier and earlier each year. Those who delay risk missing a major window of consumer intent.

4. ECB opts for brand-led strategy for Women’s Cricket

As interest in women’s sport continues to grow, the England and Wales Cricket Board (ECB) is shifting focus—from awareness to long-term brand building. Ahead of the 2026 Women’s T20 World Cup, it has launched a joyful new campaign, Catch the Spirit, aimed at turning casual viewers into committed fans.

“In order to deliver on those big attendances and ticket sales, we also need to do a brand job because that’s what’s going to hook people in,” says Marketing Director Jen Vile. “Doing brand work is all about creating connections with audiences and that is the job to be done for women’s cricket.”

Why it matters: This is what it looks like when marketing evolves from short-term promotion to long-term purpose. With a clear brand strategy in play, the ECB is prioritising emotional resonance over reach; setting a precedent for how women’s sport can build standalone cultural value.

5. Snack ad crackdown: UK eyes pre‑watershed ban

The UK government is moving ahead with proposals to restrict TV advertising for less healthy food and drink products before the 9pm watershed. The policy aims to reduce children’s exposure to HFSS (high fat, salt, sugar) ads, with a public consultation now open.

Why it matters: This could reshape campaign strategies for FMCG brands, especially in snacking, takeaway and soft drinks. Media plans, creative messaging and compliance processes will need to adapt if the rules are enforced.

That’s it for this month’s edition of Making Waves. Follow along on LinkedIn and Instagram for more marketing trends, platform updates, and campaign insights from the world of brand, content, digital and beyond.

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