The Journal
Field notes on creative, paid and organic social for premium and luxury brands, from the team that makes the work.

Why Your Hotel's Best Marketing Channel Might Be Your Comment Section
October 29, 2026
Hospitality brands reply to just 6% of social comments and DMs. This guide shows luxury hotels and restaurants how to treat the comment section as a sales channel, with response targets, a luxury tone of voice, escalation rules and the metrics that prove revenue impact.

The Best Social Media Agencies for Luxury Restaurants and Members' Clubs in London
October 28, 2026
A guide to the best social media agencies for luxury restaurants and members' clubs in London, comparing six specialists on creative standards, hospitality experience and fit, with the questions to ask before you hire.

How Much Should a Luxury Fashion Brand Spend on Meta Ads?
October 26, 2026
A practical guide to Meta Ads budgets for luxury fashion brands: 2026 benchmarks, why MER beats Meta-reported ROAS, budget splits by spend tier, creative testing and the signals that say when to scale.
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Extra
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Organic Social
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January 15, 2024
How Can Brands Tell Great Stories?

Brand News
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Extra
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January 8, 2024
Lululemon Founder Chip Wilson on Challenges and Growth

Brand News
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Creative
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January 2, 2024
How Tom Straker Brought TikTok to the Table

Creative
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Extra
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December 18, 2023
The Future of Creative Directors in 2024

Brand News
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Extra
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December 5, 2023
Matthew Williams Steps Down as Givenchy Creative Director

Brand News
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Extra
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November 30, 2023
How YETI's Authentic Content Strategy Built a Cult Brand

Brand News
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Extra
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November 24, 2023
How Vestiaire Collective Champions Sustainability This Black Friday

Brand News
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Extra
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November 17, 2023
Axel Arigato's Strategic Approach to Brand Building

Brand News
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Extra
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November 14, 2023
The Successful Marketing Strategy of Aimé Leon Dore

Brand News
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Creative
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November 10, 2023
How John Lewis Ads Redefine Christmas Marketing

Brand News
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November 7, 2023
Whispering Angel Became the World's Best Selling Premium Rosé

Brand News
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Extra
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November 6, 2023
The Best Sunday Roast's in London
Start here
Essential guides
The five articles we send to every new client.
- 01The Meta Ad Creative Optimisation Guide for Luxury Brands
- 02Meta Andromeda Best Practices for Advertising Premium Products
- 03Paid Social for Luxury Furniture Brands: A High-Ticket Playbook
- 04Organic Social Content Ideas for Luxury Fashion Brands
- 05What Does a Social Media Agency Actually Do for a Luxury Brand?
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