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It’s Cannes this week. I’ve never been. I never will go.
I’ve been invited a number of times - and I’ve spoken at other similar scale events like SXSW.
But generally I’m quite anti-industry events and awards.
I don’t like how they’re seemingly designed to celebrate those on the inside, and exclude those on the outside. I don’t feel they’re always related to the quality of work, more the ability of those to apply - which so often comes down to money.
There are some awards, which I think do a better job, higher standards of entry, effort and validation. And some of the industry events recognise this. D&AD has overhauled it’s judging criteria, placing more emphasis on commercial success and behaviour change, not just aesthetic appeal and quality of design, and the Effies have long been applauded for their focus on insight and results, not just creative endevour.
But when you read about “best brand” awards being handed out to businesses with less than three months of operation, and sustainability awards being given to brands where their impact doubled - along with the exorbitant cost of entry, attending and winning, all whilst people back home on the ground, in the studios, are facing more significant cost-of-living pressures and redundancies - it feels wrong to me. Symptomatic of a larger broken system.
In 2025, as the entire model around marketing, communications, brand, product, as all of the definitions shift - perhaps recognition needs to shift too. Recognition doesn’t need to come with costly beach-front shows. Important industry conversations musn’t only happen behind red velvet ropes.
How we identify, celebrate, debate, support and shout about impact, about what our work means and contributes, even what “success” looks like, needs to change too. And that can’t be relegated to a single week of headlines in the summer.
In this huddle, we invite you to bring your own experiences of productisation or systemising your work. We'd love to hear both positive and negative stories - where does it work? Where does it not? Does it build resiliance for turbulent times? Or does it commoditise your work?
We'll spend the first 50% sharing, listening to people's examples and stories - and the second 50% debating and discussing the pros and cons, pitfalls and opportunities.
Free for Outside Perspective members.
👋 Hi, I’m Emma Brincat
I’ve been self-employed since May this year, splitting my time between two passions: freelance social media strategy and running my own nutritional therapy practice.
Before going independent, I was working as a Senior Social Media Specialist at Loop Earplugs, and prior to that I held in-house and agency-side roles at Tony’s Chocolonely, DDB & Tribal, and Publicis Groupe, where I worked on global accounts like Heineken.
My focus now is on social media strategy and management, sometimes content creation too. I love helping brands show up with purpose, and I’m especially passionate about using social to create real-life connection in a world that often feels increasingly disconnected.
One of my proudest achievements from the past year was setting up Loop'ss social listening that directly fuelled our reactive and always-on content strategy. It helped the brand stay genuinely plugged into culture and community.
On a personal note, I’m also proud of setting up not one, but two businesses - something I never thought I’d have the guts to do! It's been a whirlwind of learning curves and small wins, but incredibly rewarding.
In the next 12 months, I’d love to do more work with health and wellness brands or projects that bring people together - whether through events, brand activations or shared experiences. As someone who spends a lot of time online, I’m really drawn to work that bridges digital and physical worlds, creating moments of real connection.
Three things I’m enjoying right now:
The Hormone Repair Manual – This book dives into managing hormones in your 40s and is a brilliant reminder of the importance of supporting women through all life stages - especially in the workplace.
My garden – Each year, I try to grow a bit of my own produce. I'm obsessed with how different plants support each other to thrive naturally. It’s nature’s own strategy!
Getting more involved in freelance communities – I’m enjoying connecting with others navigating the same journey, sharing support, resources, and just having people to bounce ideas off of. It’s a nice reminder that even in self-employment, we don’t have to do it all alone.
Say hello to Emma on LinkedIn, or in the Outside Perspective community.
» The Grow Up is the latest report from The Unmistakables, surfacing the views of 2,400 people in the UK.
>> Factchecking Cannes winners. We need more of this please, thanks
» The Pudding has published a beautifully designed and insightful take on isolation and connection.
» Stripe Partners are publishing a piece on the impact of finance influencers
» Liubov Timofeeva on why being normal isn’t going to help you survive AI
» Research into the shifts around in-house agencies, and what it might mean for our industry, from Major Players.
» Workday sued for AI driven discrimination
» Who won what, Creative Boom’s review of the D&ADs
» Talking Taboo Panel coming up (thanks Hannah)
» APG AI Toolkit - handy ever-growing yet curated list of tools
» Move over lipstick: Pizzas predict military attacks, and strip clubs predict recessions.
» New to freelancing? Handy calculator to help you decide sole-trader or limited company (UK focus)
» Agency Benchmarks - super interesting for any of us running a microstudio or similar.
Wanna share your work, ideas or thinking with the community? - drop me a message, and I’ll pop it in the next issue. This is a scrapbook of our ideas, so please open up your brains.
Briefs discovered and curated from across the stratosphere.
Promote your brief - or tell us if you’ve found work via the project.
freelance strategists / associate consultants (UK)
https://outsideperspective.co/gigs/20250619-edenlab.html
Freelance Lead Strategist with social exp (London,UK)
https://outsideperspective.co/gigs/20250619-coolr.html
fractional brand director for london based co (London,UK)
https://outsideperspective.co/gigs/20250617-freddies.html
Freelance Content Strategist (London,UK)
https://outsideperspective.co/gigs/20250617-bdb.html
Freelance Strategist with Corporate Reporting experience (UK)
https://outsideperspective.co/gigs/20250616-tribe.html
brand strategist with experience in personal brand (UK)
https://outsideperspective.co/gigs/20250616-refy.html
Head of Comms - 12 month FTC (UK)
https://outsideperspective.co/gigs/20250616-ftc.html
Freelance Italian speaking Digital Strategist / Business Consultant (IT)
https://outsideperspective.co/gigs/20250616-adobe.html
If you’re a business working with freelance strategists, Outside Perspective can now host your alumni. Keep your best freelancers close, reducing costs and saving time - plus share your briefs to our entire network for no additional cost.
If you’re keen to know how we can support your bench … drop me a note.
That’s all for this week.
mk✌️
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