Cedar

There was no diva-like behaviour at last week’s @_bsme ‘The Devil Wears Branded Content’ breakfast, despite the name and ultra-luxurious location. Cedar’s Group Content Director Rachael Ashley was one of the speakers at The Peninsula London, exploring the question ‘Does branded content still have a reputation problem?’. ‘I’ve always found it strange that newsstand journalists are sometimes disparaging about content marketing,’ Rachael says. ‘As Miranda Priestley’s withering description of the Andy’s cerulean jumper summed up, editorial wouldn’t exist “without the millions of dollars and countless jobs in the fashion industry”. It’s about coexistence, not compromise.’ At the round table of content marketers and editors from newsstand and branded content, the general consensus was that attitudes are changing. ‘People are more switched on than they were 10 years ago,’ Rachael says. ‘Consumers accept that there is commercial influence in everything. It’s all over their social feeds.’ One of the killer questions that host Maria Pieri, Editorial Director of National Geographic Traveller UK, asked was how editors create work that feels like culture, not compromise. ‘As long as there’s a clear value exchange, and the content is interesting and relevant, people don’t care if they’re being sold to,’ Rachael says. ‘It’s about being useful: understanding your target audience and delivering content that answers their problems, whether that’s helping them plan their next holiday or put dinner on the table.’ Also up for discussion was how the role of editor has changed over the last two decades. ‘Gone are the days of the intimidating editor in chief, with large teams doing their bidding. Today’s editors need to work top to bottom, lean into collaboration and empathy, and stay up to speed with new tech, platforms and markets. Just as Miranda has had to move on and embrace social-first content and trends like “gorpcore”, so we need to stay agile and be open to the possibilities that technology brings.’ Photography: Rachel Billings @rachelebillings #Magazines #TheDevilWearsPrada #Newsstand #ContentMarketing

Unpopular opinion: commerce media can be a bit creepy. Yes, you’re closer to customers than ever. You know who they are, what they’ve bought, and when they’re most likely to act. But here’s the question you’re probably not asking often enough: once you’ve targeted someone, what else are you offering them? Because proximity doesn’t automatically earn you a place in people’s lives. Without strong creative content, commerce media can only do so much. And for brands that claim to be customer centric (which should be all of them), that’s a problem. 👉 Scroll right to find out why content is the critical difference between targeting shoppers and actually helping them – and why ignoring that line makes so much commerce media feel uncomfortable. Because who really wants to be a creep? #CommerceMedia #Targeting #Data #CustomerJourney #Content #ContentAgency

The watercooler show of the season is back! Rivals, with Jilly Cooper’s trademark sex and scheming at its heart, launched in late 2024 to critical and commercial acclaim. So with season two on the horizon, we organised an early-morning shoot with its smouldering star Aidan Turner – AKA moustachioed loose cannon TV host Declan O’Hara – as well as an exclusive cover story for the May/June issue of British Airways High Life. Turner is also currently starring as unprincipled playboy Vicomte de Valmont in Les Liaisons Dangereuses at The National Theatre, so the shoot took place at the crack of dawn on London’s Southbank, before he started rehearsals for the day. Of Rivals’ camp melodrama and ’90s excess, Turner said, ‘It’s pre-packaged fun. The first time I read the script, I was like, “Oh my god, I’ve got to be in this!” We all sat down on the first day, looked at each other and started laughing as if to say, “Can you believe we’re doing this?” We recognised how lucky we were and all got on immediately.’ The first half of the new season of the Rutshire romp is returning to Disney+ on 15 May. Look out for British Airways’ starring role in the show when part two drops later this year. The May/June issue of High Life is being mailed out to Gold Members of The BA Club and available in BA lounges now. Go to bahighlife.com to access the full interview and shoot. Aidan Turner via Public Eye Communications: @publiceyecomms Creative direction: Jamie McPherson @jmecreates Production: Matt Richardson-Wood @richardsonnmatt Editor: Helen Whitaker @itshelenwhitaker Journalist: Michael Hogan @michaelhogan100 Grooming: Bryony Blake @bryony_blake Photography team: Max Lancaster @maxrapheal , Andrew Edwards @amexxv , Mia Cinamon @miacinamon With thanks to the National Theatre, London @nationaltheatre

Airlines host some of the highest-intent moments brands can buy into. Cedar’s Commercial Director Justine Daly explains why they should be a key part of any media plan. 👉 Swipe above.

If ever we needed reminding why we’re in this industry, Saturday was it. A few of our creative team popped in to see Food in Print, London’s first-ever food publishing fair, hosted by @vittlesmagazine , @fatboyzine and @pitmagazineuk in the medieval chapel of St Giles’ Cripplegate Church in the Barbican. In a celebration of independent magazine culture, the energy was incredible, with dizzying array of creators and publishers, and zines dedicated to offal (Offcuts) alongside publications celebrating food as art and centring the narratives of people of colour (@chickenandbreadzine ). It was a great opportunity to connects with new and familiar faces, including… [Pictured] Jane Gleeson, founding editor of @guzzlemag , an Irish art and food publication; Chris O’Leary of @fatboyzine , a London magazine celebrating Asian food and culture; Apoorva Sripathi, co-founder of @_thecheesemag , which dives into all things dairy; Max Meighen, publisher of @serviettemagazine , covering food through the lens of people, culture, science, history and design; Ashley Yun, co-founder of @toothsome_magazine , about food and conviviality; Lena Müller, founder of @napkin.journal , a print publication for plant-forward people; and Helen Graves, founder of iconic barbecue magazine Pit and Tesco magazine contributor. Group content director Rachael Ashley says: ‘It was a wake-up call for anyone who thinks print is dead. Seeing the entrepreneurial spirit, passion and diversity in the room was super-inspiring. It got us more fired up than ever about what the future holds for food publishing.’ See full list of attendees here: /p/announcing-the-food-in-print-magazine #FoodPublishing #ContentMarketing #FoodMedia #PublishingIndustry #CreativeIndustry #FoodJournalism #MagazinePublishing #LondonCreatives #MagazineCulture #FoodCreators #DesignAndFood #LondonFood

⚡ CEDAR STUDIO FREE FRIDAYS ⚡ Starting out as a creative isn’t easy… Those early days of wanting to make something great but not having the resources to do it. So we’re launching Cedar Studio Free Fridays. On the first Friday of every month, young and emerging photographers, videographers, creators, art directors and stylists can use our photography space and kitchens entirely free of charge. ‘When we built Cedar Studio, we wanted it to be more than a place where great content is made – we wanted it to be a place where creativity feels accessible,’ says Group Creative Director Aileen O’Donnell says. ‘Now that it’s established, we’ve decided to open up this space for up-and-coming talent to use.’ Cedar Studio is a 2,000 sq ft space, just behind the Tate Modern, and includes a kitchen set with island, test kitchens with ovens, props, lights and other equipment available to use. Please spread the word by sharing this post or apply here: https://lnkd.in/e4W8Fh-c (Or use the QR code) Get in early – and if we have too many requests, we’ll pick names out of a hat! #CreativeCommunity #EmergingTalent #PhotographyStudio #YoungCreatives #ContentCreation LondonCreatives CreativeOpportunity Videography

We worked with Tesco for 23 years. And then they made us pitch for the account. As they should. Because history doesn’t automatically mean results and relevance. We knew that what Tesco needed to deliver sector-defining content was something completely new. So we didn’t focus on the past. Or do a rehash of the last two decades. Instead, we took a long, hard look at how Cedar and Tesco were working together and completely tore up our own rulebook. We rebuilt everything, from the inside out, pitching a content strategy based on iconic editorial, with a new discoverability super-tool and a plan to prove just how effective our content is. (You’ll be seeing more of this out there in the real world soon.) The whole process was VERY uncomfortable at times. Which it needed to be. It meant walking into that pitch as a different agency to the one Tesco had been dealing with on a day-to-day basis. We’re extremely proud to say that we’ve kept the business. Not because we’ve been with Tesco for 23 years. But because we’re ready for what the next content era demands. Massive credit to the team who put everything into this (and questioned everything along the way). Jessica Daisy Haigh, Clare Broadbent, Kate McLeod, Georgina Williams, Rachael Ashley, Aileen O'Donnell, Kim Willis, Anisha Patel, Kate Fitzpatrick, Ross Barnes, Joseph Costello, Christina da Silva And thanks to Tesco for making us earn it. Staying comfortable is never where the magic happens. Dan Porter, Jo Kay, Murray Bisschop, Claire Cormack, Tina Moore, Gabriella Bernardelle, Abbie Jenkins, Lisa Burnett, Simon Lonsdale, Rose Soulsby So… same partnership. Completely different vibes. Let’s gooooo! #ClientWin #Pitch #AgencyWin #AgencyLife #ClientRetention #DigitalTransformation #ContentMarketing

Brit actress Claire Foy goes back to nature on High Life’s March/April issue. We shot the H is for Hawk star amid the leafy glasshouses at Royal Botanical Gardens, Kew, as she prepares for the launch of her latest film, the Enid Blyton classic The Magic Faraway Tree. Elsewhere in the issue, we’ve scoured the globe for the year’s buzziest hotel openings and previewed British Airways’ new St Louis route, as well as rounding up the tech to help weary travellers get a good night’s sleep and shining a light on the Sicilian wine you’ll want to track down once you’re home. The issue is in British Airways lounges and being mailed to Gold members of the British Airways Club now. Cover credits Talent: Claire Foy courtesy of @tapestrylondon Photography: Hollie Fernando @holliefernando @twentytwentyagency Styling: Kate Sinclair @katesinclair___ Creative direction Jamie McPherson @jmecreates Production: Matt Richardson-Wood @richardsonnmatt Editor: Helen Whitaker @itshelenwhitaker Journalist: Rosamund Dean @rosamunddean Hair: Bjorn Krischker @bjornkrischker Makeup: Neil Young @neilyoungbeauty Nails: Kate Williamson @katewilliams0n Photography team: Charlie Hall, Jordie Emmett Digi tech: Nathan Perkins @senorperkins Video team: Celia Hodgson @atinybitofcelia @itstinystudios , Isaac Farley @isaacfarley11 Styling assistant: Anoushka Haroutounian @noush.h With thanks to Royal Botanic Gardens, Kew @kewgardens

We’re delighted to introduce Cedar’s new leadership team and the next chapter in our story. ✨ Jess Haigh, CEO Jess has been a driving force in Cedar’s growth for many years – from leading Cedar Hong Kong to heading up Cedar UK. She brings deep international experience, strong client partnerships and a bold vision for what’s next. ✨ Rob Ford, CFO Rob has worked at Cedar for 20 years and brings continuity, commercial rigour and a deep understanding of our business, culture and clients. His leadership will be pivotal as we invest in new capabilities and global impact. Jess told us: ‘This is an incredibly exciting time for Cedar. Content and media are becoming increasingly connected. More brands are behaving like media owners – building their own ecosystems, telling richer stories and, in doing so, transforming how they connect with their audiences. We’re perfectly positioned to lead that change. Our strength has always been the incredible creative and commercial talent across our teams in London, Hong Kong and Madrid. That foundation puts us in a fantastic place to innovate, grow and deliver even more impact for our clients.’ Please join us in welcoming Jess and Rob as they lead Cedar into this exciting new era of creativity, commercial innovation and international expansion. #CedarCommunications #Leadership #AgencyLife #ContentMarketing #RetailMedia #AI #NewBeginnings

**Important news from Team Cedar** After more than three decades of exceptional leadership, commitment and influence, Clare Broadbent, Global CEO of Cedar, and Jane Moffett, our CFO, will both be retiring at the end of February. Clare and Jane have each played defining roles in shaping Cedar into the global content and commercial agency it is today – strengthening our creative and media network capabilities, expanding our international footprint and building trusted partnerships across the UK, Hong Kong and beyond. Their legacy will be felt for many years to come. The whole Cedar team and our wonderful clients will miss you! As we look ahead to Cedar’s next chapter, we are delighted to introduce our new leadership team: ✨ Jess Haigh, CEO Jess has been an important part of Cedar’s growth for many years – previously Managing Director of Cedar Hong Kong and, more recently, Managing Director of Cedar UK, she brings a wealth of international experience, strong client relationships and a clear vision for the future. ✨ Rob Ford, CFO Rob has worked alongside Jane for 20 years, bringing continuity, commercial strength and a deep understanding of Cedar’s business and clients. Please join us in thanking Clare and Jane for their extraordinary contribution, and in welcoming Jess and Rob as they lead Cedar into an exciting new era – more from them soon! #CedarCommunications #Leadership #AgencyLife #ContentMarketing #NewBeginnings @jessicadaisyhaigh

This year’s first issue of Cathay Pacific’s inflight magazine is here, and it’s all about embracing the adventures ahead while celebrating the milestones – specificially the start of Cathay’s 80th anniversary year. The cover says it all: a striking contrast between Cathay Pacific’s modern fleet and aircraft from decades past, perfectly capturing the aviation brand’s journey. Inside, you’ll find a nostalgic photo essay tracing its story from the very beginning – and this is just the start, so stay tuned for more. In this issue, we also spotlight the best destinations for 2026, share a first-person experience aboard Italy’s luxurious new La Dolce Vita Orient Express, and reveal why California’s sunny Catalina Island deserves a spot on your itinerary. For a springtime reset, discover serene reading retreats where you can curl up with a good book. And foodies will love our tour of Singapore’s top dining spots. Pick up your copy of Cathay on board all Cathay Pacific flights and in lounges this month. Contributors: Amy Bizzarri, Chris Dwyer, Karen Tee

Nikon’s very first illustrated cheat sheets have landed! From snapping better portraits to elevating travel stills, these 10 downloadable guides help photographers unlock their camera’s full potential. The easy-to-follow guides break down key settings and techniques to help Nikon users shoot like a pro - whether they’re beginners or just need a refresher. With illustrations by the wonderful Ruby Taylor and available in English, French and German, these pdfs offer genre-specific tips plus a breakdown of NIKKOR lenses. Download them all here: /en_GB/learn-and-explore/magazine/nikon-quickstart The team: Kris Short, Chloe Tyler, Derek Harbinson, Emma Blackmore, Lucilla Lo