SPARK ME

What we learned at SXSW London 2025

What we learned at SXSW London 2025

SXSW made its London debut this month and while the Austin DNA was still very much intact (think tech optimism, creative chaos and loooong queues for coffee), there was also something distinctly European about the whole thing. A little less swagger, a little more scrutiny. For our Paper + Spark UK team, it made for a fascinating few days and some of the conversations felt particularly relevant to our core sectors of healthcare, utilities, financial services and B2B.

Will AI kill social media?

Will AI kill social media?

AI content threatens to inundate the Internet at scale. Challenges and change are already afoot. In this article, Henry Biggs considers some of the associated risks and benefits for social media particularly and what it could mean for the incumbent social media companies, user engagement and the future of social media.

The role of media relations in strategic PR

The role of media relations in strategic PR

PR is an important part of an holistic marketing strategy and has evolved over time. In this second article of our two-part series on PR, we explore how media relations is changing.