This time around, our host George Pope is joined by Paolo Pescatore who shares some key takeaways from the Mobile World Congress 2025.
Together, they explore how AI is transforming networks, connectivity, and customer experiences, as well as the disruptive impact of satellite-based connectivity on traditional operators.
Paolo also discusses the rise of self-optimising networks, data centres, cloud, and edge computing and where the true value lies.
Watch the full episode here to get the MWC insights!
We’re incredibly proud to celebrate Rejoice Ojiaku, our brilliant SEO Specialist, for being named one of the 50 Black Women Gamechangers in Media by The Media Leader UK in partnership with Join Our Table—a platform dedicated to recognising and celebrating the achievements of Black British women in media.
This prestigious award honours trailblazers who are driving meaningful change, amplifying diverse voices, and shaping the future of the media industry. Rejoice’s expertise, passion, and commitment to advancing equity and inclusion in digital marketing make her truly deserving of this recognition.
At Nelson Bostock, we witness firsthand the impact of her work, from championing diverse perspectives to helping brands create authentic and inclusive digital experiences. Her dedication extends beyond our team, inspiring industry-wide progress and paving the way for future leaders.
Congratulations to all the phenomenal women recognised on this list.
Last week, we hosted our panel discussion, The Media Reshuffle: Where is B2B Conversation Going?, bringing together leading voices in digital marketing, strategy, and content to explore the ever-evolving landscape of B2B communications. Our host, Olivia Harry (Associate Creative Director, Nelson Bostock), was joined by Roi Perez (Digital Marketing Strategist, Human Understanding Lab), Ben Walsh (Marketing Director, UK&I, TP-Link), Rejoice Ojiaku (SEO & Content Specialist, Nelson Bostock), and Ben Cullen (Planning Lead, Nelson Bostock). Together, they unpacked the shifts in social media, the role of influencers, and the increasing importance of search visibility in B2B marketing. Here’s the key takeaways from the day.
Panellists from left to right:
Ben Walsh, Olivia Harry, Rejoice Ojiaku, Ben Cullen, Roi Perez
LinkedIn dominates, but diversification is key
While LinkedIn remains the powerhouse for B2B engagement, thanks to its work-focused audience, targeted advertising, and long-form content capabilities, emerging platforms like Reddit, Bluesky, and Mastodon are carving out niches. These alternative spaces allow brands to foster organic conversations and engage in deeper discussions outside of traditional social channels.
KEY INSIGHTS:
X’s influence is waning, especially among journalists and B2B decision-makers, but it still holds value for brands with an established presence.
LinkedIn continues to be the most effective platform for thought leadership and executive engagement.
Platforms like Reddit offer deeper, community-driven interactions, making them a valuable tool for brand discoverability.
Be strategic, not everywhere
B2B brands are navigating a fragmented digital landscape, where being on every platform isn’t always the best approach. The key takeaway? Focus on strategy rather than spreading resources too thin. AI-driven content is making it easier to generate material at scale, but without a strong brand identity and platform-specific execution, brands risk losing engagement.
KEY INSIGHTS:
Define your brand’s identity and understand where your audience is most engaged.
Avoid using AI to mass-produce content that lacks authenticity.
Invest in channels where your brand can provide real value rather than attempting to be everywhere at once.
Influencers are reshaping B2B credibility
The rise of B2B influencers is transforming brand communication. These experts blend thought leadership with entertainment, helping brands cut through the noise. Unlike traditional B2C influencers who drive direct sales, B2B influencers play a critical role in credibility and engagement. Brands that integrate influencer partnerships effectively see stronger connections with their audiences.
KEY INSIGHTS:
Influencer credibility is crucial, brands should work with trusted experts rather than simply chasing follower counts.
Influencers can bridge gaps in a brand’s presence on certain platforms (e.g., TikTok or Instagram) without requiring the brand to maintain an always-on presence themselves.
Authenticity matters – overly scripted influencer content can backfire.
Social search is changing audience discovery
Traditional search is no longer the only way people discover brands, social platforms are becoming search engines in their own right. Platforms like LinkedIn and Reddit are now key drivers of discoverability, requiring brands to optimise content for social-first search behaviour. AI-powered search is also shifting how users interact with content, making intent-driven engagement more important than ever.
KEY INSIGHTS:
Google is no longer the sole entry point for brand discovery, social-first search is on the rise.
AI-driven search behaviour is reshaping the way brands create and structure content.
Brands must prioritise content that answers key audience questions in real time
Adapt, experiment, and stay human
The B2B landscape is shifting rapidly, requiring brands to remain adaptable and audience-focused. The conversation reinforced that while AI, new platforms, and influencers are changing the game, the brands that succeed will be those that maintain authenticity, embrace experimentation, and put their audience first.
Want to stay ahead in the reshuffled media landscape? Focus on strategy, test new platforms, and don’t be afraid to let your brand’s personality shine.
We are delighted to announce that we have been shortlisted for “B2B PR Agency of the Year” in the PRmoment Awards 2025.
This is, of course, a testament to the hard work and talent of every single person at Nelson Bostock, our commitment to innovation and our fantastic clients! 🏆
Read more about the PRmoment Awards categories and shortlists here.
In the aftermath of a crisis, some brands scale back their communications—even reducing their presence at key industry events. But staying silent for too long can raise questions.
So, when should you break your silence, and what should you say?
Our In Conversation host, Olivia Harry, sits down with Fiona Flanagan to explore the key to navigating a crisis. From the importance of transparency, integrity, and empathy to taking responsibility and outlining steps to make things right, Fiona shares how to rebuild trust and reinforce your brand’s values.
Building on the findings from our 2025 B2B Touchpoint Trends Report, Olivia Harry, our Creative Associate Director, shares her thoughts in The Drum on how a human-first approach is reshaping B2B marketing.
From balancing function with emotion to evolving brand voice and the rise of new awards categories, Olivia highlights the increasing importance of human connection in B2B.
Read more here: https://www.thedrum.com/opinion/2025/02/04/human-approach-b2b-marketing-can-breathe-new-life-customer-relations
We’re excited to announce that we have been appointed as the B2B and B2C PR Agency of Record for TP-Link UK Limited.
As their unified, proactive press office, we’ll be driving greater awareness of TP-Link’s innovation, quality, and reliability. Together, we will change the conversation around connectivity in the UK, showcasing the unmatched value TP-Link brings to the market.
We are very excited to welcome Holly Hunter to Nelson Bostock as our new Managing Partner.
With over a decade of in-house and agency comms experience, Holly brings expertise in leading integrated communications for top technology brands and we’re thrilled to have her on board!
B2B influencer marketing has transitioned from isolated engagements to a core component of building trust and driving influence across complex decision-making processes. With multiple stakeholders involved, influencers are now essential in shaping conversations and guiding business decisions.
Our Managing Partner, Caroline Coventry, shares advice with The Drum on how to engage B2B influencers effectively and maximise the impact of your collaborations.
