Barbour is one of Britain’s most enduring heritage brands, but it's countryside aesthetic risked feeling distant from younger, social-native audiences. Through deep social listening and platform-first storytelling, we created a new cultural relevance for Barbour, turning its lifestyle into a living, breathing social narrative.
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A practical guide to the channels fighting for your 2026 budget
Why speed and efficiency alone won't survive the next two years
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Maintaining trust when nobody trusts anything
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Brand building remains overshadowed by quick-win metrics. Perhaps it’s time for a rebrand.
CEO James Smith on how a culture of accountability and effectiveness have helped to build one of media's most trusted independents.