Axe + Saw

Last Saturday, Arsenal F.C hosted the National Premier League Disability Festival at the Arsenal Academy, a joyful, high-energy day that shows exactly what’s possible when inclusion starts from the ground up. ‘Football is our national sport and it should be accessible for everyone’ - Freddie Hudson MBE (Head of Arsenal in the Community) This was more than football - it was about belonging, empowerment, and visibility. And we were proud to have secured live coverage on both BBC London and ITV London during prime-time Saturday evening, that captured that important messaging. We helped spread the message of Arsenal in the Community’s work: from powerful first-person stories of young people to parents sharing the life-changing impact these programmes have had. With Arsenal in the Community marking 40 years of inclusion and social impact, it was a powerful moment of reflection and pride. It’s a reminder that when stories are told well with heart, care, and a platform - they can drive change.

Search is changing… And as a result, earned storytelling has never been more important! AI search is reshaping how people discover brands + the conversations they’re showing up! We’re not just ‘googling’ anymore - We’re asking ChatGPT, Gemini, Perplexity- and even our favourite voice assistants Siri and Alexa are pulling from LLMs! And the answers we’re getting? They're not just from brand blogs + your website. They pull from trusted earned coverage, expert commentary, forums, and cultural conversations. 📰 A founder quoted in a feature 🎁 A product spotlighted in a top-tier guide 📣 A moment going viral on X or TikTok 📊 Data-led storytelling that sparks a headline 💬 Real people talking about you in the forums This is the material that trains the AI and shapes how your brand shows up…  It’s earned storytelling. That’s why we believe in the long game… earned ideas that move beyond moments and into systems. Stories that not only earn attention, but shape cultures, conversations and ultimately train the models that power the next generation of discovery. #EarnedMedia #AIsearch #Storytelling #PRStrategy #FutureOfSearch #SEO

 🚨 Media highlight alert! 🚨 Thrilled to see our favourite dating app - Feeld featured in the July print issue of British Vogue - one of the most respected titles in culture and lifestyle journalism. 🔥 The feature dives into the complexities of modern dating and the "dating recession," spotlighting how individuals are re-evaluating romantic connection and intimacy. It includes expert commentary from Dr Natasha McKeever, Feeld expert and co-director of the Centre for Love, Sex and Relationships at University of Leeds, reinforcing Feeld's authoritative voice in today’s evolving dating landscape. Massive thank you to the brilliant Zing Tsjeng, whose work consistently champions culture and social issues. It's a huge win to be included in a piece shaped by her sharp editorial eye. We’re especially proud to see Feeld name-checked among a select group of platforms helping people move beyond heteronormative, goal-oriented dating models - a key part of our mission. We hope you're as excited as we are to see Feeld shaping the cultural conversation on intimacy and connection. 🧡 #Feeld #ModernDating #VogueUK #CulturalConversation #DatingRecession

We know how valuable it is when brands show up for their community offline - yet it’s still so often overlooked. We went to the recent Cernucci pop up in Shoreditch and it was the perfect reminder. Celebrating founder Fred Buckley’s Brazilian roots, they dropped exclusive merch, served up açai bowls, and set the day party vibe with DJs. People chatted, posed for pics, kicked a football around and left not just feeling closer to the brand, but closer to each other. As an agency that puts community first, this experience turned us into long-term fans. It’s proof that investing in real-world connection isn’t just nice to have, it builds real loyalty. More brands should take note.

Major fashion houses 🤝 cult designers What keeps major fashion houses relevant? It goes without saying that every fashion week we see major fashion houses securing high levels of coverage, whether that be social or traditional, despite having existed for nearly a century. The question is, how do they continue to stay relevant across Gen-Z, millennials, and-  let’s be honest -  the majority of us who can’t afford these brands? This recent men’s fashion week in Paris answered that question for us - Cult designers. There is nothing fashion-lovers like more than an exciting designer - someone who breaks boundaries and makes a legacy brand their own. Think Tom Ford’s Gucci in the 90s, McQueen’s Givenchy in the early 2000s and Phoebe Philo’s Celine stint towards the mid 2010s. It aligns with Gen-Z’s love of the trail-blazer - people that take something traditional and make it new. It’s what keeps age-old fashion houses relevant as it gives gen-z someone to get to know, support and watch them rise in the industry. The best example from this year was Jonathan Anderson’s debut at Dior. Ending his decade long reign at Loewe where he put the brand’s designs in our favourite indie film icons including Taylor Russell, Drew Starkey, Ayo Edebiri and Luca Guadagnino. Winning the place of Lyst’s Hottest Brand of Q1 iIn 2025. We are excited to see what he does at Dior - & how he will get gen-z invested in 78 year old french brand.

We’ve been there. Or maybe this isn't something people in your team do after work... We’ve all got sucked into a comment section rife with controversy one time or another, but with editorial newsrooms shrinking - could keyboard warriors be the way to get cut through? 🧑💻 PinkPantheress recently did a set at Victory Lap radio, which was disrupted when a couple started arguing behind her right at the start of her set. The couple happens to be people from the team. 😂 Coincidentally (or not?), the fight occurred during a song which details a relationship that’s on the rocks. ❤️🔥 The moment only lasted a few seconds, but it has been clipped and made into TikTok and Reels edits, sparking mass debate in the comment section of every post. Did PinkPantheress nail the art of telling a story and getting cut through? A couple’s argument is typically something that happens behind closed doors; when it’s presented in a disruptive way, it’s easy to see why people would flock to state their opinion. 💌 As storytellers through and through - we're not just doing it for clients, we're doing it for artists, brands, organisations. We live + breathe storytelling 😂 We’re all aware that the newsroom is moving towards social media, so moments like this being spread via comments + discourse online could be how brands put themselves out there.

🏆 Calling all aspiring comms pros - Join us for an internship 🏆 Looking for a summer internship or something longer-term? Whether you're heading back to uni in September or want to stick around for a 6-month stint – we're open! We're Axe + Saw – a fiercely independent creative storytelling agency doing BIG things with a lot of heart and purpose (and a 4-day week 😉). This internship is ideal if you're: 🌱 Curious about the world of storytelling, comms or creative agencies 🌱 Hungry to learn 🌱 A good human with great energy No experience? No worries. We care more about your mindset than your CV. If you're driven, kind, and ready to roll your sleeves up – we want to hear from you. Here’s what you’ll get: ✨ A 4-day working week (yes, really) ✨ Hybrid set-up – 3 days a week in our Hackney office, 1 day WFA ✨ Real projects with real clients (brands like Spotify, Ace + Tate, Feeld on our roster) ✨ Support to learn, grow, and shape your own path ✨ A team that values good vibes, strong values and doing great work 🎥 To apply: send us a short email (or video) introducing yourself and why you’d love to intern with us. Pop it over to hannah@axeandsaw.co.uk with “Intern Application” as the subject. Tag a mate, share the post or hit us up💥 We move fast so we’re looking for someone available to start immediately.  #internship #hiring #creativejobs #marketingintern #PRintern #agencylife #team

In a music industry where artists no longer need traditional labels to find success, Coca-Cola is stepping onto the scene, not as a gatekeeper but as a connector. Their new label 'Real Thing Records' is designed to spotlight global talent and strengthen the bond between artists and fans. It’s less about ownership, more about amplification, and an interesting glimpse into how brands are evolving into cultural platforms. In 2025, Coca-Cola is showing how legacy brands can carry cultural weight into the future by listening, amplifying, and co-creating. A bold move and maybe a sign of what’s next.... 💡 #BrandAsCulture #MusicIndustry #PurposeDrivenBrands #FutureOfMusic

Anyone else have fatigue about the NEED to book before you go out? What happened to spontaneity in the city 🍸 It seems that everything needs to be pre-booked now. Activities, restaurants, even some free museums need you to book a time slot. In this (thankfully) post-Covid world, we've lost the ability to do things spur of the moment. You might have seen that Rachel Zegler has been performing in Andrew Lloyd Webber's Evita in the West End, and as part of her performance, she goes out onto a balcony outside the theatre and sings into the streets. The performance is live-streamed into the theatre from outside, but traditionally - it's done on a balcony inside the theatre. While there has been some disappointment from theatre-goers who have spent up to £200 for a ticket only to watch the show's biggest number performed via livestream, it has created an opportunity for spontaneity - something that feels like it's been missing in London. The streets outside the theatre attract up to 600 people a night, and people are silent while they admire the performance. No booking required. And no time slots. Between this and DJ AG Online, who performs surprise DJ sets in the heart of King’s Cross with both local and international artists such as Ciara, Skepta, and Will Smith, it seems that there is a hunger for genuine surprise and spontaneity in a world where even kids' Father Christmas experiences sell out in August. With everything becoming digitised, the loss of third spaces, and us feeling more and more isolated, what does the future of spontaneity + collective experience look like, especially in big cities?

Buzzing doesn’t cover it. Truly. This week we took away not one, but TWO wins at the #IndependentAgencyAwards 🏆 🏆 Proudly awarded Best Purpose Campaign for our work with Spotify and Mentivity - a purpose first campaign that gave space to underrepresented spaces, stories and people. A micro story bringing to light a macro issue that has earned attention across the nation and all the way to Prince William. For our growth and disruption to the industry with our agile and considered approach to storytelling that moves at the speed of culture, we were awarded Independent Agency of the Year ☄️ We're so proud of the work we do and the team that makes it happen. We believe it's defining a new narrative, that has a lasting impact. ❤️🔥 ❤️🔥 ❤️🔥 Rachel Allison Harriet Morgan Hannah Sharratt Kamala Sandrapragas-Bryant Olivia Thwaites Bryony Kay Isabelle Woko Aanya Martin Marie Anne Moore Jessica Sparkes Joelle Robinson (Saskia Healy)