Every year, someone publishes a ‘state of the industry’ report that’s either depressingly pessimistic or unrealistically bullish. This isn’t that. This is an honest assessment…
Reaching high-net-worth individuals through digital channels requires a fundamentally different approach from mass-market digital marketing. At Social Media Week, several…
Financial services advertising tends toward the aspirational and abstract — soaring eagles, mountain summits, people gazing confidently at horizons. UBS’s…
Ted Baker’s approach to Instagram has always been more editorial than commercial. The Cabinet of Curiosities campaign took that further…
Remote creative work was supposed to be impossible. Creative teams need whiteboards, printouts on walls, spontaneous conversations — or so…
The marketing industry has a failure problem — not too much failure, but too little honesty about it. Award shows…
Here’s a question that reveals a lot about an organisation’s digital maturity: when your design team starts a new project,…
Poke London is an independent publication covering the digital creative industry. We write about campaigns that move people, the strategy behind them, and the practitioners who make it happen. No vanity metrics, no award-show fluff — just honest analysis of real work.
Founded by Tom Ashworth after a decade in London's agency scene, this site exists for strategists, designers, developers, and anyone who cares about the craft of digital communication.
Creative agencies spend enormous effort crafting work for their clients. Ironically, the platforms they use to showcase that work rarely…
Everyone knew what Skype was. The challenge wasn’t awareness — it was perception. As the platform evolved beyond video calling…
Football clubs have millions of fans they never meet. Manchester City’s digital platform was built to bridge that gap —…
Personal reflections and commentary from the editorial team.
3 articlesBreakdowns of digital campaigns — what worked, what flopped, and the strategy behind the results.
4 articlesPractical resources for creative professionals. Briefs, portfolios, workflows, and tools.
4 articlesOpinionated analysis on trends, platform shifts, and where the industry is heading next.
8 articlesIndustry updates, agency moves, and notable launches from across the digital creative world.
9 articlesLong-form thinking on creativity, technology, and the culture of making things online.
6 articles
The marketing industry has a failure problem — not too much failure, but too little honesty about it. Award shows…
Sixty seconds to tell a story that makes someone feel something about your brand. That’s the brand film brief —…
Passive content asks for attention. Interactive content earns it. The data is clear: interactive experiences generate 2-3x higher engagement than…
Tom Ashworth, EditorThe best digital work starts with understanding people. The best writing about digital work starts with understanding why it matters.
Remote creative work was supposed to be impossible. Creative teams need whiteboards, printouts on walls, spontaneous conversations — or so…
Conversion rate optimisation sounds technical and intimidating. It’s actually straightforward: make it easier for people to do what they came…
I review creative portfolios regularly. Most are forgettable. Not because the work is bad, but because the portfolio itself doesn’t…
We publish contributions from writers, researchers, and practitioners working across the creative industries. If you have a perspective worth sharing, we would like to hear from you.
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