Recently, our Joint MD, Adam Sherlock shared some thoughts on AI’s role in revolutionising trade stand management and congress design. And he’s spot on—rather than ‘smuggling AI’ into the workplace we need to find the right ways to explore this next step.
Congresses are one of my favourite sectors within the creative industry. The vibe is different—multiple suppliers, all in the same space, showcasing their work.
We all appreciate a ‘standout’ stand—the unique design, the most engaging experience, or even just the one with the best giveaways. But what was the journey that stand went on? And what role has AI played in its development?
Adapting and implementing AI across much of what we do is no longer a choice—it’s a necessity. Initially, creatives saw AI as a threat to the norm, but resilience and adaptability are in our DNA. The focus has since shifted to maximising AI’s potential and improving our offering to clients.
We’re all using AI to some degree—sometimes even in secret. I recently read a BBC article about employees ‘smuggling AI’ into the workplace. Businesses that restrict exploration will surely be left behind. At Outlook Creative, we’ve launched an AI action group to explore its evolution together.
We thrive on disruption and breaking patterns—something AI has yet to fully master. It’s often said that AI lacks personality. However, what it does offer is an invaluable tool to accelerate projects and push creative boundaries.
The fun part. Brief received. Pencils at the ready.
The phrase ‘sketching on the back of a cigarette packet’ may be lost on some, but some of the best ideas have started this way. From early iterations to days of tweaking in the studio, the ideation stage has always been an exciting process.
This is also where AI can work its magic. Quick-hit ideas provide a great starting point and help steer creative direction. Anyone who has attempted to design an entire stand will understand the frustrations it can bring. AI won’t replace the creative process, but it can assist with designing specific spaces, exploring different viewpoints, and refining layouts.
Industry trends and data are now easily accessible. Understanding what has worked well at past congresses is just a prompt away. AI doesn’t replace experience and firsthand knowledge, but when pitching for a new project, it can be invaluable. The same applies to analysing your target audience—this has never been more accessible. These are all positive changes, and a good agency will use these tools to become a more valued partner. The true value lies in collaborating with AI and knowing how to use it effectively.
“From early iterations to days of tweaking in the studio, the ideation stage has always been an exciting process.”
Bringing concepts to life has always been an adventure—traditionally, it required detailed sketches, 3D renders, and long hours in the studio. As creatives, we know the challenge of communicating a vision to clients and vendors. You see it clearly in your head, but how do you best convey it?
3D renders have long been an essential tool, allowing us to create a tangible representation of a stand. When produced by a skilled 3D artist, they are incredibly effective, but the process can be time-consuming and costly. AI is now helping to streamline this, working under exact specifications to generate visuals faster—allowing creatives to focus on pushing boundaries and exploring multiple options.
This doesn’t eliminate the need for 3D artists—quite the opposite. It strengthens the relationship between creative and production teams, ensuring efficiency while maintaining a human touch. The transition from sketch to 3D now seamlessly merges ideation and visualisation, opening up new possibilities for immersive previews, real-time adjustments, and virtual walkthroughs.
However, make no mistake—this is still a skill-driven process. AI is a powerful tool, not a replacement. The real value comes from how AI-driven visualisation supports human creativity, giving agencies and clients another layer to make bold, well-informed decisions.
We’ve said it before, and we’ll say it again—it’s all about the research.
Endless hours of Googling have always been an inconsistent task, digging through out-of-date trends and questionable sources. AI now helps with quick-hit insights upfront. Working alongside creatives, project managers, and tech teams, AI can supply real-time data on location-specific options, costs, and availability. It’s not always perfect, but it provides a strong starting point to guide decision-making.
At the core of great trade stand management is human interaction. AI isn’t just about assisted search; it’s about enhancing engagement. The best agencies understand that leveraging AI effectively is key. No single tool does everything—it’s about stacking AI capabilities to enhance storytelling and interaction.
Some key AI-driven applications for on-stand content include:
At Outlook Creative, we see AI as a tool—a partner, not a replacement. It helps transform creative ideas into reality while keeping human insight at the core.
Craftsmanship, experience, and attention to detail are where agencies set themselves apart—core elements of effective trade stand management. There is nothing artificial about that.
Yes, the world of ‘digital twins’ and online congresses is exciting, but when it comes to the physical and human element—does anything really beat face-to-face interaction? Personally, I have yet to see AI’s direct impact on physical builds, but I’d love to hear others’ thoughts.
One critical point the entire creative industry must consider is sustainability—a topic that deserves an entire discussion of its own. AI requires massive amounts of power to function, and this should be factored into post-event sustainability reports. If we’re truly striving for greener events, this is something we can’t ignore.
AI isn’t replacing creativity—it’s reshaping how we work, unlocking new efficiencies, and challenging us to think differently. The best agencies will be the ones that embrace AI as an enabler, using it to refine ideas, enhance visualisation, and improve engagement.
At the end of the day, congresses and exhibitions are about connection—between brands and audiences, suppliers and partners, and ideas and execution. AI can enhance these connections, but it’s human creativity that brings them to life.
Want to see how AI can improve your next congress? Get in touch today to see how Outlook Creative can support you with design, trade stand management and everything in between.
In an era dominated by short-form, snackable content, a fascinating shift is happening—long-form content is making a remarkable comeback. We’ve seen firsthand how meaningful, in-depth content can cut through the noise and foster genuine engagement.
Whether it’s through extended podcast episodes, magazine-style storytelling, high-value thought leadership pieces or long-form video content, the resurgence of comprehensive storytelling is an opportunity that marketing and communications professionals cannot afford to ignore.
1. Podcast episodes are getting longer
The top global podcasts indicate a trend towards extended episode lengths. Shows like The Joe Rogan Experience frequently exceed three hours, while others like The Daily cater to a more time-sensitive audience with concise 20—30-minute episodes. However, research suggests that audiences are increasingly engaging with long-form discussions, seeking deeper, more nuanced content over quick soundbites.
2. The return of magazine-style storytelling
Digital fatigue and the rise of AI-generated content have led audiences to crave well-crafted, immersive reading experiences. We’ve observed a resurgence of long-form storytelling in the form of digital magazines, industry reports and feature-length articles. These formats provide the space to develop narratives that resonate, creating lasting value rather than ephemeral engagement.
3. Industry experts endorse long-form content
Thought leaders like Daniel Priestley and Neil Patel strongly advocate for the power of long-form content. Priestley emphasises that deep, unscripted conversations foster trust and credibility, while Patel highlights the SEO and authority-building benefits of in-depth articles exceeding 2,000 words. Both experts agree: long-form content is a powerful tool for engagement and influence.
As communicators, we must recognise that audiences are shifting their attention towards content that feels authentic, valuable and not just another fleeting asset in a sea of digital clutter. The success of our internal and client-focused magazines serves as proof—when done right, long-form content generates stronger brand affinity, deeper engagement and more meaningful conversations.
How to leverage long-form content effectively
As the digital landscape continues to evolve, brands that invest in meaningful, high-quality content will stand out. The challenge isn’t just about length—it’s about depth, authenticity and value. Marketing and communications professionals who embrace this shift will be better positioned to build trust, create lasting impact and foster loyal audiences.
The time for long-form content is now. Are you ready to tell a story that truly matters?
This article was created in collaboration between myself and AI, using the following prompt and then refined through human (me) editing:
There seems to be a growing prominence for long-form content in marketing and communication use.
It seems to me that:
1. Many popular podcasts have episodes that are growing in length.
2. A return to magazine-style content seems on the rise.
3. Prominent voices in the industry such as Neil Patel & Daniel Priestley seem to be advocating its use.
In addition, I find myself craving authentic, meaningful content that doesn’t seem ‘throwaway’ or just another asset in hundreds that have been created.
We ourselves have produced a number of magazines to use both internally and as client communications, which have received rave feedback.
Using the above and the following questions:
1. What are Daniel Priestley’s views on long-form content?
2. Looking specifically at the top 10 podcasts globally, what trends can be seen in episode length?
3. What are Neil Patel’s views on long-form content?
Using this information, write me a thought leadership article, from the position of a creative production agency, supporting MarComm professionals on the topic of long-form content and its benefits.
“Have we become too comfortable with convenience?”
Our Joint MD, John, recently took a trip to Switzerland to catch up with some of our clients (read about it here). It was a valuable visit for lots of reasons—not least because of his now expert-level knowledge of Swiss public transport—and it got us thinking.
With hybrid and remote working becoming more commonplace as a result of the COVID-19 pandemic, is the ease of virtual communication actually just moving the dial too far in the wrong direction?
Like everything in life, it’s all about balance—and Teams and Zoom have undeniably brought huge benefits, especially in a more eco-conscious world. But many of us have seemingly convinced ourselves that virtual catchups are more effective.
John’s week in Switzerland gave us a timely reminder that this isn’t always true. But more importantly, it led to two vital conclusions:
The science stuff
Our discussion about the impact of our boosted screen time set the cogs whirring; surely there’s something scientific in all this? As it turns out, there very much is.
We know that the timeline of human existence on Earth stretches back around 200,000 years. Up until March 2020, the majority of this time has been spent almost exclusively in person.
So, face-to-face interaction is deeply rooted in our biological evolution. More recent findings also show that our behaviour, brain processes, and cognition work differently when we interact in the same physical space.
It’s a chemistry thing. In-person conversations, along with physical gestures like handshakes and hugs, have been proven to release oxytocin—a feel-good hormone that builds trust and fosters social connections.
Which makes sense. It’s much harder to read things like body language and social cues through a screen; we lose the subtlety that’s so key to shaping our dynamics and strengthening our relationships. The task-oriented nature of our virtual meetings also leaves little space for the small talk that helps us feel more connected with one another.
“You can’t truly add value and elevate a project with creativity until you know your client. And you’ll never fully know your client until you’ve spent time with them in person.”
How do we reconcile this with modern-day agency life?
Ours is a people industry. It’s also creative and fast-paced with tight deadlines. Sometimes, we just need to get shit done, pronto, and in these instances, it absolutely makes sense to jump on a Teams call.
But the thing is, it’s not always about productivity or efficiency. Building trust and rapport with our clients is essential for us to do what we do best (transforming creative into reality). And you have to put the work in to make this happen.
We’ve never been an agency to just churn out what our clients ask for without a second thought; we pride ourselves on going above and beyond. But you fundamentally can’t do that well without knowing the person behind the brief.
So, to answer our own question, we think convenience is overrated—and we challenge you to change our minds. Let’s chat about it in person; coffees are on us.
Let’s make ideas happen—together. Visit us in person and experience how collaboration sparks creativity.
In case you missed it, we recently launched Inside Outlook—our first ever outward-facing digital magazine. And we’re really proud of it! It’s the first time we’ve truly flung open the door to our world of creative problem-solving and invited everyone in for a hearty dose of all things Outlook Creative.*
Have a flick-through while you’re here. It’s full of honest conversations, stories of fulfilling client partnerships, and insights into the thought processes behind our work—essentially, all the things that get the cogs turning.
But the process of getting here sparked a wider debate. Isn’t a digital magazine a bit of a rogue move? We all have busier lives, shorter attention spans, and more content to digest than ever. It’s a short-form world. Surely no one’s going to read a 60-page magazine?
We’re going to go out on a limb and say…We think they will.
This isn’t just us blowing smoke up our proverbial. Digital magazines aren’t a new thing at Outlook Creative—our internal magazine, The Outlook, publishes three times a year and receives consistently high engagement rates. In fact, its popularity is what inspired a host of additional longer-form publications (including the one that’s the subject of this article).
We’re also noticing a growing trend towards long-form content among our clients. We recently won a competitive pitch to work with Salts Healthcare on their The Salts Way campaign. Our proposal for this lifestyle-inspired, nurse-led movement is centred around a campaign linchpin of—you guessed it—a carefully curated magazine.
Now, these examples may be anecdotal, but the broader point we’re making is echoed by the wider industry and consumer behaviour.
It’s not news that AI is transforming marketing at a rate of knots. But as a direct reaction to the saturation of uniform and often impersonal AI-generated content, experts predict that human-centric content, storytelling, and making an emotional connection will become more important than ever throughout 2025 and beyond.
In other words, people are craving authenticity and human stories. Digital magazines (and other longer-form mediums) provide an ideal platform for delivering the depth and meaningful engagement audiences are looking for.
“People are craving authenticity and human stories. Digital magazines (and other longer-form mediums) provide an ideal platform for delivering the depth and meaningful engagement audiences are looking for.”
We’re not saying that long-form content is the be-all and end-all of answering this need for a genuine, trusted voice. What we are saying is: Don’t write it off as part of a bigger strategic picture.
Because, while a pithy social post, short blog, or video is great for capturing attention, longer-form pieces are where you maintain that interest as part of an integrated cross-channel strategy, meeting your audience further down the funnel with the specifics of how your offering can make their lives easier. It’s also an opportunity to demonstrate thought leadership and authority on a more extensive scale—qualities that build confidence and scratch the authenticity itch.
So, it’s clear that long-form content is far from dead. It’s actually alive and kicking when used strategically—for example, a digital magazine that offers an interactive, multimedia-rich experience that stands the test of time…
That’s why we stand by our assertion that we think people will read Inside Outlook. And we’d hate for you to miss out.
“Long-form content isn’t dead. It’s actually alive and kicking when used strategically—for example, a digital magazine that offers an interactive, multimedia-rich experience that stands the test of time…”
*Everything featured is work our NDAs allow us to talk about. Anything else remains for our respective clients’ eyes only.
So, there you have it. That’s Inside Outlook. Want to feature in the next issue or have a magazine of your own? Get in touch and let’s chat.
Introducing INSIDE/OUT: a new series offering a unique peek inside Outlook Creative’s extensive capabilities. In a nutshell, it’s all the ways we deliver on our brand promise to make a measurable difference for you.
You won’t find much fancy agency talk here—just pure skills and passion.
So, what happens when you blend trust and flexibility with a dash of creative problem-solving? You get Outlook Creative’s Client Services team. Are you curious about how they do it? Tune in to Episode 2 of INSIDE/OUT: All about the client.
Enjoy the show—and keep an eye out for more episodes coming your way soon. 👀
We love the art of simplicity at Outlook Creative, so I’ll precursor this with a back of a napkin version so you know what to expect: This is all about the power of listening to clients. And I mean really listening.
Because it’s only when we really, properly listen that we’re able to evaluate everything to deliver an approach that not only meets a client’s needs but goes one step further. We do this by showcasing the wealth of our connected capabilities and how, together, they can help drive a marketing and communications strategy forwards in a more unified way.
As you will have seen, we’ve undergone a bit of a brand makeover ourselves. No sooner had we started planning for it than an opportunity to pitch for Nikon landed. It was the perfect opportunity to test some of our initial thinking.
Despite the work not being fully fleshed out, the vision for our new proposition was pretty simple—articulate our wealth of capabilities and expertise via a tight narrative that’s really easy to digest.
Like every brand, it’s vital for people to ‘get it’ but we also wanted to ensure we were in a position for clients to understand what we’re all about—and not just in relation to a channel-specific brief, for example. As a creative agency that’s rooted in production reality with a myriad of in-house skills, we want our clients to understand the breadth of support we can offer.
It’s this positioning that also segues into the bigger picture of connected experiences. In the context of wooing a potential new client, it’s often a perfect storm of gentle interrogation and the asking of some revealing questions that, you never know, might yield a revealing answer. It’s that vital additional insight that enables the crafting of a proposal that’s a little more exciting and provides some real value.
And what client doesn’t like to receive an agency response that’s nailing the initial ask, but also goes beyond by highlighting other areas that could be exploited for the greater good?
Sometimes it’s also about taking some calculated risks that, based on our discovery, research and experience, feel relevant and authentic for the client—providing real value that’s specifically designed for them, not a retro-fitted, copy-and-paste job.
Back to Nikon. Upon receiving the original brief for a small event in Copenhagen, we knew there was also an opportunity to take full ownership of their exhibition programme across Europe. So, we proved efficiencies, consistency and economies of scale through a creative and strategic plan that was bedded in the parameters of sustainable production, logistics and delivery.
Our plan gave the Nikon team peace of mind that we could not only execute an exhibition booth they’d be proud of but do that at scale across the continent, while also considering the integration of communication and content solutions.
We’re a full-service creative agency and, as the context of this conversation was around events, it naturally leaned towards some of our other core capabilities. The way in which we now talk about ourselves also does this—it’s our goal to be a safe pair of hands for clients, whether we’ve worked together for a decade or we’ve just met.
We recently spent a day with all of Nikon’s key stakeholders in Amsterdam. Pete Michels, our Creative Director, and Mark Hadland, Nikon Client Lead, delivered a creative workshop that stripped things back to basics to identify Nikon’s most pressing needs and how we could help—everything from brand and specific market challenges to channel executions.
We’re proud to be working with Nikon and the exciting journey we’ve already taken together has helped build a solid foundation. The relationship is developing organically, driven by our new proposition and inquisitive nature along with our core values: commit, collaborate, create.
From a standing start following a competitive pitch, we’re now delivering all their microscopy exhibitions across Europe. We’re working closely together on all their design and digital output; we’re delivering brand and communication guidelines, along with an event toolkit that drives consistency across Europe while accommodating the nuances of their local markets and the need to deliver various campaigns at different scales.
The toolkit focuses on the implementation of a connected experience strategy and an authentic communications plan to drive richer, more meaningful experiences and refreshed creative and design that pulls everything together. We’re also making sure we can quantify the engagement at each event and can now detail customer journeys that prove the power of certain customer experiences and engagement tactics.
It’s a rewarding feeling to embark on a new client journey that is truly anchored around elevating and building their brand amongst their customers and industry peers but also their employees across the European business.
If there’s one takeaway, it’s that our new approach has recalibrated our people and our client relationships in a really positive way. We’re all fully charged and ready to embark on whatever you may want to throw at us.
This goal is a key component of our wider ambition to build an agency that partners with clients for the long-term. Clients that become friends, brands that become ours as much as yours. We want to become an extension of a client’s team—a trusted partner. We thrive on that type of long-lasting relationship and the open dialogue it creates. It takes listening, being inquisitive, and staying proactive in seeking out the next opportunity or challenge for our clients. It’s also what makes us proud to be part of Outlook Creative.
Keen on building a long-term partnership with us? Or want to expand on an existing one? Drop us a line: sales@outlook.co.uk
If you have ever seen a corporate video or animation that pulls you in and makes you feel something (like this), that’s where the magic of storytelling in video production has played its part.
Getting your message out isn’t just about throwing out facts and figures; it’s about making those concepts relatable and humanising them. Imagine your brand’s story being told in a way that connects with your audience, breaking down walls and making your message crystal clear. That’s the power of Storytelling done right.
Let’s talk strategy for a second. When you tailor every visual, every word, and every tone to your brand’s identity, you’re not just making a video—you’re making a statement.
You’ve got to keep your viewers hooked to get your message understood. That’s where we excel. We’ll ensure every performance feels real and every scene draws you in, keeping your audience glued to the screen from start to finish.
You’ve got to keep your viewers hooked to get your message understood. That’s where we excel.
But it’s not just about engagement; it’s about creating an experience. Picture your audience walking away from your video feeling like they’ve been on a journey. That’s what we aim for. We’ll craft every detail carefully, leaving a mark that sticks with your viewers long after the video ends.
We’re passionate about Storytelling and bringing your vision to life in a way that leaves an impact. It’s not just a job for us – it’s a mission. We handle everything from the script to the final edit, ensuring your story shines through in every frame. So, let’s work together to weave a story that sticks.
See how we helped Vestergaard share their powerful story.
Got a story to tell? We’re pretty good at storytelling in video production.
Drop us a line: sales@outlook.co.uk
We make a promise to our clients that projects will be ‘passionately delivered,’ and we mean it. This is something that my fellow MD and I are… well… passionate about.
You may not be aware, but my background is that of an account handler, and Adam is an event producer by trade. We have been passionately involved first-hand in the delivery of thousands of projects.
Personally, I think it’s a pride thing. When delivering a project, or even a part of a project, I want to be proud of the outcome and how we got there—the easiest way to ensure that is to be passionate about the delivery of the project from the very beginning.
I asked Adam how he felt about it, and he said:
“There’s no better feeling than seeing your hard work, collaboration, and sleepless nights (!) come together to deliver the original vision (and beyond).
It’s a line of thought that our industry is one of the most stressful there is, but I strongly believe it’s one of the most rewarding. It takes a certain individual to work agency-side; passion is a key element. Without passion, the long hours, rounds of amends, and challenges would seem insurmountable. Some call us crazy. Maybe they are right—but we love it.
Passion can certainly be influenced and developed, and being around like-minded people helps keep this burning. Everyone has the potential to be passionate about what they do. As humans, we are intrinsically motivated to master skills, grow, and get excited about the tasks we’re working on. Here at Outlook, one of our core values is collaboration and we believe this is one of the key drivers when transforming creative into reality.”
We are fortunate that there are many other people at Outlook Creative who share this sense of pride in themselves and their team. It shows in the passion which fuels the delivery of their projects.
It’s part of who we are, what we do, and where we will go.
Picture this: in 2023, after much hard work and dedication, we nailed our ISO accreditation for 9001, 27001, and 14001 audits. We’re talking about raising the bar for quality, info security, and sustainability!
It’s been quite the ride. Starting with our dive into ISO 9001 quality standards in 2017, then shifting gears to tackle ISO 27001 for IT and Security in 2020, and now proudly adding ISO 14001 for Environmental and Sustainability to our repertoire. Our journey screams commitment to delivering nothing but the best, always.
But let’s not downplay the effort it took. We didn’t just wake up one morning and tick off these audits. Oh no, it was a year-long journey of meticulous planning and preparation. We’re talking late nights, endless brainstorming sessions, and more sticky notes than we care to count!
See those ISO symbols plastered on our documents? To us, they’re more than just fancy decorations. They’re a testament to our ongoing pledge to keep sensitive info under lock and key, to do our bit for a greener planet, and, of course, to keep pumping out top-notch projects.
Let’s raise a glass to the power of collaboration, to our unwavering pursuit of improvement, and the journey ahead. Here’s to Outlook Creative – where excellence isn’t just a goal. It’s a way of life!
The Art of Connected Experiences
Connected experiences emerge as a beacon of coherence and resonance for brands to stay ‘front of mind’ against the constant background noise of everyone else.
Let’s be clear about what we mean by connected experience. For us, it’s a seamless journey woven with a common thread, enveloping you in a tapestry of emotions and familiarity. That’s the essence of connected experiences—a symphony of touchpoints meticulously orchestrated to evoke profound connections.
In branding and marcomms, this goes beyond transactions; it’s about fostering relationships. Imagine encountering a brand where every interaction feels like coming home—a place where you’re understood, valued, and cherished. That’s the magic of a well-crafted, connected experience.
It’s not just about functionality or aesthetics; it’s about stirring something within, igniting a spark of joy or wonder. Think of those moments when a simple encounter leaves you with a lingering smile or a sense of belonging—the hallmark of a genuinely exceptional connected experience.
Luxury fashion brands and upscale hotels epitomise this ethos with finesse. Step into their world, and you’ll be enveloped in a cocoon of exclusivity and elegance. Each touchpoint, from the ambience to the service, exudes a distinct charm, drawing you deeper into their narrative.
But connected experiences aren’t confined to the realms of luxury; they permeate every facet of our lives. Think of your favourite local coffee shop, where the barista knows your order by heart and greets you with a warm smile. Or perhaps the online retailer that remembers your preferences and recommends products tailored to your taste. These seemingly mundane interactions forge lasting connections and cultivate brand loyalty.
That’s where Outlook Creative stands out the most: we are masters of the connected experience, Transforming Creative into Reality for better audience experiences.
