Flaunt Digital | B Corp™

Senior Brand Communications Manager

Digitronix Ltd

Account Manager

Masons Campsite

Assistant Manager

Drawing on years of agency and marketing experience to drive communications, social media presence and brand marketing. Filling your feed with a steady stream of design inspo, marketing news, interesting campaigns, dog pics and lunchtime walks from my doorstep in the Yorkshire Dales. 

I work with a talented bunch of digital marketing pros, from PPC, SEO and PR to Design and Development. Get in touch to see how we can help you.

Polly Chapman

Brand Communications Executive @ Flaunt Digital

Demi Ward

Anyone else reeling from the absolute drama that was The Traitors last night - I won't spoil promise!

It was the first conversation Mackenzie Brook, Gabrielle Percival, Hannah Thompson, and I had in the office this morning, and it's already made the Slack channels.

Maybe we should be building marketing strategies the way The Traitors is built.

We should be looking at our audiences the way The Traitors looks at people (minus the drama… ideally).

There's a reason why The Traitors has continued to be successful, with the viewing figures staying consistent across the celebrity version, too. 

It's a live experiment in human behaviour: how people behave in groups, building trust, and how it can be broken, the way narratives form, and how perception matters. 

What makes the format work is that it strips people back. Even celebrities. Especially celebrities. You’re not watching rehearsed stories or media-trained content; you’re watching instinct, pressure, ego, fear, empathy. The stuff audiences actually recognise in themselves.

There are no influencer clones.
No Love Island-by-numbers casting.
No pretending one narrow group represents “everyone”.

The reason The Traitors doesn’t tire is the same reason great strategy doesn’t: it understands that people are complex, emotional, and contradictory, leaning into it instead of smoothing it out.

Note to brands: study people's behaviour, stop assuming you know them, and start trying to understand them. 

We’d see fewer campaigns that look good, and more that actually work.

Mackenzie Brook has actually got a full blog on audience insights over on the Flaunt blog, which is a good read! 

🖇️ https://lnkd.in/ecqbXSAH

Brand Communications Lead @ Flaunt Digital

I’m currently planning a hen do abroad, and I genuinely think it’s one of the hardest logistical challenges known to humankind.

Different budgets. Different availability. Unknown amount of confirmed attendees. And one very deserving bride who absolutely cannot be let down. 💜 

Thinking about it, I've been doing all the things...

- Googling 'best hen do destinations for chill, day drinking' 'best budget places for hen do, chill vibes'
- Reading blogs and articles, and heading to websites with people's experiences about different places
- Seeking support through ChatGPT like: 'Be honest: where’s fun, affordable, and fits the following brief?'

This is such a real-world example of why EEAT content matters across platforms. When people are deciding where to spend their holiday money (and their annual leave), they need to trust what they’re reading. And that trust comes from content that shows real experience, genuine expertise, and consistency, whether it’s surfaced in Search, social, or AI tools.

Amy has written a brilliant, detailed whitepaper on EEAT in the travel industry, and this is exactly the kind of behaviour it talks about. Your content needs to work harder than ever because users are moving between platforms constantly, and if your brand isn’t trusted everywhere, you’re out of the running.

I'll pop the link in the comments for you to have a read!

If anyone has budget-friendly abroad recommendations with sunny, aperol spritz-at-2pm kind of vibe, please send them my way. The bride (and my stress levels) will thank you 🍷☀️

Just hopped off a Virtual Brand Panel hosted by The GO Network, led by Dominic Wren, diving into a topic that never seems to leave the marketing group chat: building loyal communities.

It was great to hear the e-commerce perspective from Matthew Shotton (Nike, adidas, now Represent), alongside Helen Hope on juggling multi-brand work with personal branding, and Arafa Heneghan sharing insights from AO. 

One of the biggest things for me at the moment is around tone of voice, and how easily brands lose theirs by trying to imitate those who already do it exceptionally well, my faves being Monzo Bank, SURREAL and Currys plc, who have nailed a distinctive, ownable TOV. But, chasing that same energy without the foundations often leads to brands sounding… not quite like themselves.

What came through clearly was that strong TOV doesn’t have to live solely at brand level. Instead, it can be layered, through mascots or characters with their own personalities that sit alongside the brand, or service-led businesses spotlighting team members with individual styles and ways of speaking around topics, all connected by a consistent brand framework. This provides layers of personality, without diluting brand identity.

I genuinely think this is the direction a lot of brands will move in to avoid the TOV identity crisis.

But then how does the brand itself build community?

For me, it comes down to leaning into the niches that already exist within your audience. Not just what they buy from you, but who they are outside of that transaction. Their interests, habits, and conversations, whether your product is involved or not.

The strongest communities are facilitated by brands, not brand-led. Creating space for people to connect organically, in a way that feels bigger than the brand but still anchored by it, should be your approach to community. Meeting people at their level, understanding that your customers goes home and their product or service isn’t the centre of their world is the way to look at it.

In a market this busy, that kind of self-awareness is what keeps you front of mind and able to build a strong foundation for community.

The Oscar Nominations are out, and the race to watch all of them now commences 🎞️ 

This year, it's a little bit different. 

We’ve got a record-breaker on our hands. Sinners just became the most Oscar-nominated film of all time, overtaking Titanic, La La Land, and All About Eve (not bad company to be in).

BUT, this year, horror is finally getting the recognition it deserves.

With nominations across Frankenstein, Weapons and Sinners, the genre has had a glow up, shifting away from cheap scares and towards deeper storytelling. Modern horror is now tackling themes like identity, power, grief, morality, and social tension… and the Academy is finally paying attention.

Me and Chris actually did a blog about this over on the Flaunt Digital | B Corp™ website, so check it out. 

🔗 https://lnkd.in/ePwCByuu

That being said, I also refuse to pigeonhole Sinners into a horror movie because it has so many more layers to it. Please watch it if you haven't already.

This year I'm aiming to push myself out of my comfort zone.

Not in a way where I am dreading it, but where I feel challenged, but with NO pressure. 

There's all this New Year, New Me talk, with New Year's resolutions every year, and that's great if it works for you. But as someone who has completed a grand total of 0 New Year's Resolutions, it's not for me. 

I'm never motivated after a heavy Christmas, so why should my New Year's Resolutions set me up for failure? 

Instead, I am setting myself the challenge of doing things I immediately wrote off. 

First up - running. At the end of 2025 I started Couch to 5K after being inspired by a friend, and this week, I attended my first beginners running club. 

As someone who swore themselves off running at the grand age of 16, when I didn't have to run around the athletics pitch anymore and cut the course (just a little bit), it was something I honestly never thought I'd do. But I really enjoyed it, and it was nice to join a community of girls in the same boat (including my sister!).

Very aware I've most of the gear, but not much idea at this rate. I might end up not enjoying it, and that's ok. I'm not putting myself in the box of having to keep going if it's not something for me in the end. I'm confident I'll find something to fill the gap!

I want to take the same approach at work this year, too.  Trying things I’ve previously written off, not because I have to, but because I’m curious.

Whether that’s speaking up more in meetings, putting my hand up for something slightly outside my comfort zone, or learning a new skill without the pressure of being instantly good at it.

If New Year's Resolutions don't work for you, too, fob off the all-or-nothing mindset and the disappointment when you don't stick to something you're clearly not enjoying, and focus on challenging yourself and thinking of the small wins. 

I will be going back to running club next week, and I'm actually looking forward to it!

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Demi Ward

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The Battle

Polly Chapman

Demi Ward

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Demi Ward's LinkedIn Performance

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