Every week this summer we’ve been sending Beach Reads to our closest network. Eight short, sharp provocations worth packing for marketing folk to ponder on their loungers between the sunscreen and spritz. Now the complete 2025 summer series is live in one place - our new Substack. Pour yourself a Gin Mare and read them all here.
From now on, Guild thinking will land on Substack first. Subscribe and you’ll get it the moment it’s live.

“Things will never be how they used to be. There are no rules, no Haynes manual. In ambiguity lies the biggest opportunity we’ll ever have.” Our CEO & Founder, Jon Williams, calls it as he sees it in his new 10 Questions interview with Matt Williams at The Drum. Straight talking. Future facing. He dives into why freelancing is the main event, why in the age of kittens driving tanks it’s still the idea that matters, and how the concept of Nazar keeps envy firmly at bay.

For 50 years, Brompton folded. Now we’ve helped them unfold a whole new story.

To mark their 50th anniversary, Brompton Bicycle didn’t just look back, they launched forward. ‘Life Unfolded’ their new long-term global brand platform was created to celebrate the physical and emotional benefits their riders talk about. From Beijing to Berlin in. In online forums and RL meet-ups around the world.

We’re in a content obesity crisis.
Everyone’s shouting. But fewer and fewer people are actually listening.
Should we switch gears, from chasing volume to delivering real value for overwhelmed consumer?
Our own Head of Growth, Emmaclare Huntriss, joins Creativebrief and a brilliant line-up of industry voices on the volume vs. value debate. A 5-minute read with a flat white and a florentine.

We’re proud of the score. But prouder still of what it represents. Because if we’re serious about shaping the future of this industry, it has to start with how we show up. Every day, for people and planet.

On May 1st Jon will be joining the Advertising Producers Association (APA) team in London for their inaugural Production Unplugged event! Jon was asked to co-curated the 'agile' zone. This new initiative is designed to foster direct partnerships between brands and production partners.

"The old agency model isn’t broken. It’s obsolete." Jon Williams didn’t hold back at the Advertising Producers Association (APA)'s Future of Advertising conference. Together with the brilliant Chris Willingham and Helen Weisinger, the panel tackled what the industry really needs. Catch the top five takeaways on LBBonline - Little Black Book. A 3-minute read, best served with ginger tea and a lemon shortbread.

KFC refused to play by the rules, ditched conformity, and turned us all into members of a chicken cult. And guess what? It worked. Jon and Craig unpacked the genius behind KFC’s new "Believe" campaign with The Drum. When a brand leans boldly into creativity, and isn’t afraid to get a little weird, amazing things happen. Great insight and execution Mother. We loved it. A 3-minute read with a cheeky KFC this weekend?

We’re absolutely thrilled to announce that Brompton, the legendary folding bike brand, has chosen The Liberty Guild as its global lead creative agency following a competitive pitch.
Huge thanks to Chris Willingham and the Brompton Bicycle team for trusting us to carry their vision forward. We can't wait to unfold an exciting new creative future together!

Advertising’s at a crossroads. The big Hollywood studios fell because they couldn’t adapt. Sound familiar? Rigid structures, tired hierarchies, creativity strangled by rules and roles… Jon talked to Yahoo Finance UK recently to share his thoughts about where we're headed. And why doing things differently is good news for creativity. A quick read and a 5-mins video with a mug of tea and rhubarb shortbread.

As marketeers we love a neat label don’t we? ‘Messy Middle’ it’s got a ring, feels tidy! But, midlife is anything but. One minute you’re nailing it, juggling deadlines and life-min, the next…
Our Head of Growth Emmaclare joined industry leaders to share her thoughts with Creativebrief about what more can the industry do to support women through the messy middle of their careers. A 6-minute read with a fresh mint tea.

Why is the ad industry still running on an outdated 1950s model? Rigid structures. Outdated workflows. A creative process that hasn’t evolved in decades. And the talent? Walking out the door. Jon Williams lays it bare in shots. We’re losing brilliant minds to industries that offer better pay, more purpose, and actual flexibility. So why are we clinging to the past while the world moves on? Time to stop tweaking and start rebuilding. Who’s in? A 5-minute read with a Daffodil cookie and large latte.

Imagine how much more mind-blowing creativity output, and life, could be if we stopped billing by hours and started billing by ideas. Want to know why you should care? A 3-min read with a latte and a custard cream.

The creative industry thrives on fresh ideas and bold perspectives. That’s why we’re thrilled to announce an unprecedented joint venture between The Liberty Guild and D&AD Shift, offering brands unparalleled access to raw, diverse, and exciting creative talent.  This partnership directly connects businesses to the pulse of the creator economy and youth culture. D&AD Shift x The Liberty Guild empowers brands while providing vital support and pathways to success for emerging creatives.

PODCAST - To B or not to B (Corp)? That is the question. What does it really mean to be a B Corp in today’s world? Spoiler: it’s not about slapping a shiny badge on your creds deck. A 36-min listen with a large gingerbread latte.

What if freelancers had a rebrand? They’re our unfair advantage at The Liberty Guild. But too often, they’re undervalued, and misunderstood. In her latest article for Creativebrief, Aimee explores how embracing freelance talent can liberate creativity, foster freedom, and shape the future of our industry. Here at The Liberty Guild, we’ve built our business around the brilliance of 420+ A-list freelancers. All multi award winning, and who thrive outside traditional agency walls. Agile, accountable, and fiercely independent, they represent the future of creativity. A 3-minute read with hazelnut latte and a mini stolen bite.

Are you still just scratching the surface with AI? The real game-changers aren’t dipping their toes in, they’re making waves. Learn how to turn GenAI from a tool into your biggest advantage. A 3-minute read with a hot mug of tea and that last slice of Parkin.

In line with World Menopause Day (Friday 18th), Nicola Kemp asked industry leaders, including our very own Aimee Luther, whether brands are doing enough, or still treating menopause as just another marketing moment. Curious about their thoughts? Grab a Spiced Pumpkin Latte for a 3 minute read.

Isn’t it time to bring the joy back into pitching whilst being smarter about how we do it? A pitch can be a powerful tool for showcasing creativity and building great partnerships, but let’s be honest, it's also often unnecessarily complex, costly, and draining for everyone involved. It doesn’t have to be this way…

The Liberty Guild is proud to be partnering with The Marketing Lounge Partnership and The Marketing Society at their Loyalty Fan Club event on 12th/ 13th September at the Hotel Football in Manchester.