The news, insights, and behind-the-scenes moments that shape our work.

Often prompted by the right question or a well-timed flat white.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Beyond certainty: How brands unlock possibility

MD, Stephen Ardern, unpacks how to build the confidence that lets possibility in – without losing control.

Our take
April 7, 2026

WKD unveils £10m ‘Got a WKD Side?’ campaign with creative by Continuous

‘Got a WKD Side?’ marks the first phase of a £10 million investment across 2026

Headlines
April 2, 2026

Launch campaign for ‘Primark Presents By Coleen’

‘For every version of you’ celebrates the reality of modern womanhood

Headlines
March 12, 2026

Fusion Pale Ale returns as a creative lifeline for independent venues

Fusion returns to offer a practical financial boost to operators at one of the toughest points in the trading calendar.

In the spotlight
February 17, 2026

How brands can gain and maintain cultural relevance

Cultural relevance isn’t a trend you chase – it’s a practice. Here’s how to do it in 2026.

Our take
February 6, 2026

Why cultural relevance is the real driver of brand evolution

Strategy Director, Caroline Whitaker on why decoding culture is the key to keeping brands relevant and ahead of the game.

Our take
February 5, 2026

Continuous appointed as lead agency for WKD

WKD appoints Continuous as lead agency for its 30th anniversary year

Headlines
February 4, 2026

Team Talk: Shah Alam

Junior Creative, Shah Alam on starting out at Continuous

Team Talk
November 14, 2025

Why Client Services matter more than people think

The empathy, curiosity and calm at the heart of every great idea.

Our take
October 23, 2025

Team Talk: Michelle Ford

Group COO, Michelle Ford on leading for future confidence.

Team Talk
September 12, 2025

World Boxing Championships Liverpool 2025

Liverpool partnership packs a punch for the inaugural World Boxing Championships

Headlines
September 8, 2025

Uniform Group announces new board appointment

Strategy Director, Caroline Whittaker, is appointed to the group board

Headlines
March 10, 2025

A new playbook for the healthcare industry?

Fear has built attention for years, but as screening rates fall and audiences switch off, does the healthcare industry need a new way to connect?

In the spotlight
March 10, 2025

What’s it like to be a creative intern at Continuous?

An interview with our latest creative intern, Aidan Riley, and details on how you can submit your application for our next internship programme

In the spotlight
March 6, 2025

2025: Six trends shaping the future of the outdoor industry

Let's explore six key data-backed trends that are set to shape the outdoor industry in the coming year and beyond.

Our take
October 24, 2024

Why slow and steady doesn’t always win the race

In a world where speed and adaptability are essential, long-term strategies don’t always cut it.

In the spotlight
October 10, 2024

In at the deep end

Intern, Ruby Smallman, dives into the creative process with non-profit, Oceana

In the spotlight
September 20, 2024

Launching a new kombucha drink with a brand campaign designed to celebrate the slow-brew process

Creating the positioning and launch campaign for Purity Brewing’s exciting Kombucha product, Pure Booch

In the spotlight
July 29, 2024

Are you sipping comfortably: The importance of brand storytelling in the drinks sector

From forming emotional connections to creating differentiation in an overcrowded market, here’s how mastering storytelling can transform your drinks brand’s connection to customers

In the spotlight
June 12, 2024

Drinks menu: Drinks brand projects designed to shake-up the market

Get a taste of our impact-led drinks branding work with a menu of projects from Carlsberg and Fever-Tree to Innocent Drinks, Gatorade, and more

In the spotlight
May 29, 2024

Brand guide: Mastering the art of brand mixology

A five-part guide to partnerships and collaborations designed for ambitious brands across the drinks industry

Our take
May 15, 2024

The role of value proposition and branding in a cost of living crisis

In a cost of living crisis, you need a strong value proposition as the foundation to build a brand fit for the future

Our take
April 25, 2024

Continuous Future Confident: Interview with Janine Ferrie

In conversation with Janine Ferrie, Group Head of Marketing at award-winning specialist mortgage and secured loan provider, Together

In the spotlight
April 22, 2024

Are female board members more guilty of greenwashing?

Marketing Director, Bec Peel, looks into this recent claim and offers her thoughts on how you can avoid it

Our take
April 8, 2024

Finding the perfect partner: The art of brand matchmaking

Managing Director of Continuous, Stephen Ardern on finding the perfect partner, embracing the bizarre, and firing up nostalgia

Our take
February 13, 2024

Are new year's resolutions dead?

Our Marketing Director’s plea to brands to help us ditch new year’s resolutions once and for all

Our take
February 8, 2024

Strategic Thinking: What is brand strategy?

Strategy Director, Caroline Whittaker, gets to the core of what strategy means and breaks down our ‘360 approach’ with brands

In the spotlight
January 25, 2024

Strategic Thinking: An interview with a Strategy Director

Continuous Strategy Director, Caroline Whittaker, sits in the hot seat for a seven-question interview

Team Talk
January 25, 2024

Strategic Thinking: Strategy through the lens of experience

Taking everyone’s favourite tree analogy, Continuous strategist, Neil Sheakey, shares his thoughts on brand strategy through the lens of experience

In the spotlight
January 25, 2024

Fusion Pale Ale: Launching a new beer to celebrate industry, collaboration, and community

A cross-supplier collaboration between the very best of the beer industry launching this February

In the spotlight
January 16, 2024

All AI want for Christmas

How the magic of Midjourney helped make Christmas for Primark

In the spotlight
December 18, 2023

Collaboration for Menopause Awareness Month

Aiming to change the cultural zeitgeist for menopausal women

In the spotlight
October 18, 2023

SS24 brand campaign essentials

Strategy director, Caroline Whittaker, on fail-proof campaign essentials, making a big splash, and her timeless advice to all brands

Our take
October 10, 2023

Flower Power: A sustainability campaign for Primark Cares to put Manchester in bloom

From illustration to shop window – a look behind a powerful, floral campaign with a very tight turn-around

In the spotlight
October 4, 2023

The subtle art of giving a f**k

Insight into the work culture at Continuous by someone who didn't make the rules

In the spotlight
September 21, 2023

Styling sustainability with simplicity

Making the complex clear with Primark Cares – the first edition of our four-part series on building sustainability into your fashion brand

In the spotlight
September 18, 2023

Good to globe

Five steps for success when repositioning a global brand

Our take
September 18, 2023

5 simple ways to launch your rebrand internally

Get your people onboard, excited, and championing change using these key takeaways from Primark’s Love The Feeling repositioning

In the spotlight
September 12, 2023

Here's to the haters

Why having haters can sometimes be a good thing for brands – by Associate Creative Director, Olivia Downing

Our take
September 11, 2023

The Hidden Asset: Understanding the Importance of Brand Equity

A 4-part guide for marketers on how to build brand equity by MD, Stephen Ardern

Our take
July 26, 2023

The work that made me

Creative Director, Steve Conchie, shares the work that has influenced his career

In the spotlight
July 26, 2023

Barbie x Primark

MD, Stephen Ardern on why Primark’s collaboration with Mattel is a match made in Barbie Land

In the spotlight
July 19, 2023

Olivia Downing receives Honorary Master of Arts from Leeds Arts Uni

In recognition for her work and support for women within the advertising industry

In the spotlight
July 11, 2023

Steve Conchie joins as Creative Director

Meet our new leadership line up

Headlines
June 20, 2023

Taking Bulgaria's homegrown tech hub global

Bulgaria’s tech scene is thriving – but how can it overcome its obstacles and finally receive the global recognition it deserves

Our take
May 12, 2023

What makes a great brand campaign in 2023?

Five key components to focus on from our Strategy Director, Caroline Whittaker

Our take
May 5, 2023

It's time for boys to get periods

Former Intern, Millie Harrison’s contribution to our online series, An Alternative View

In the spotlight
March 7, 2023

The benefits of building sustainability into your brand strategy

Doing what’s best for people, planet, and profit

Our take
March 7, 2023

How to make your brand stand out in a recession featured in The Telegraph

The big opportunity most brands miss during times of financial crisis

Our take
February 16, 2023

Four reasons to invest in brand building during times of financial crisis

Research-backed insights for brands feeling the hit of the current financial climate

Our take
January 11, 2023

Unpredictable is my prediction for 2023

Managing Director, Stephen Ardern, discusses what he predicts businesses can expect this year

Our take
January 6, 2023

Progress comes from partnership

Together, that's where we start

Contact us