TFD's 2024 Wrapped
As we wrap up another busy year at TFD, we want to reflect on the exciting campaigns, brand initiatives, and amazing team moments that made our 2024. This year was one defined by brat summer, brain rot and we even saw the final ever print edition of the Evening Standard. From deepfakes to quantum technology, generational workplace dynamics to AI ethics, we've been at the forefront of telling some of the most compelling stories in tech.
Setting New Standards
Our commitment to excellence was recognised when our "Digital Etiquette: Mind the Generational Gap" campaign with The Adaptavist Group clinched the Best Marketing Strategy Award at the UK Business Awards. This fourth iteration of our Digital Etiquette series tackled the increasingly relevant topic of generational workplace dynamics, proving particularly timely as conversations about Gen Z and Boomer workplace relationships dominated headlines.
We expanded our horizons internationally, supporting The Adaptavist Group's inaugural 'Adapting for Tomorrow' incubator programme in Toronto. This Dragons Den-style initiative helped nurture early-stage AI companies, establishing itself as a vital launchpad for Toronto's tech ecosystem.
Leading the Conversation on Emerging Technologies
In the quantum space, we supported groundbreaking events including The Economist Impact's Commercialising Quantum Global Summit, which drew 800 attendees and over 20 top-tier journalists. Our work with Aquark Technologies on its €5M NATO Innovation Fund-led seed round highlighted how quantum technology is moving from theory to practical applications.
At Onfido's Fraud Lab, we helped showcase the evolving landscape of digital security, bringing to light how deepfake attacks and synthetic identities are reshaping the nature and threat level of cybercrime. Their hands-on demonstrations at InfoSec 2024 brought these threats to life, including a memorable moment creating Taylor Swift deepfakes to illustrate the technology's capabilities.
Launching New Initiatives
This year also marked the launch of our AI Collective, a focused initiative designed to cut through the hype with practical insights and real-world applications of AI implementation. Through a series of targeted content and an event, including an exclusive webinar featuring leading tech journalists Nick Huber and Joe Fay, we explored critical topics from AI integration strategies to future predictions.
As part of the Quantum Collective series, we hosted an exclusive virtual 'fireside chat' on "Communicating Quantum" with The Economist's Science Editor Alok Jha and brand expert Nick Bromage. This session tackled the challenge of making quantum technology accessible to broader audiences, emphasising the importance of building public understanding as quantum computing moves towards mainstream adoption.
Growing Our Team
The team grew stronger this year, welcoming new talent across all levels. Our graduate scheme continued to flourish, we welcomed our second cohort and Santhana and Ellie brought fresh perspectives and new energy to the team. We also strengthened our leadership, welcoming Katie Finn as Director to enhance strategic capabilities - check out the full team here.
We also managed to find some time away from the office with our away day retreat to the Wilderness Reserve in Suffolk - complete with laser clay shooting and wild swimming - and summer socials at Boulebar UK where we mastered (or at least attempted to master) the art of pétanque. We rounded off the year with a festive celebration at the greenhouses in Marylebone - a last hurrah for 2024.
Looking Ahead
We’re closing the chapter on 2024 and looking to next year, the rapid evolution of AI, quantum technology, and cybersecurity presents exciting opportunities for innovative storytelling in 2025, and we're ready to help our clients navigate and shape the narrative of tomorrow's tech landscape. Here's to another year of pushing boundaries, fostering innovation, telling the stories that matter, and gearing up for TFD’s 10 year anniversary!