Posts by Bonfire

What makes people pay attention, and keep paying attention? Issue 06 of The Bonfire Newsletter looks at the culture that shapes our taste before we notice, the point of view that gives a brand its edge, the campaign people couldn't stop replying to, and the franchise built for constant discovery.

Persich Personal Injury has announced the launch of its new brand campaign, “Not our first time”, highlighting the jarring contrast between a routine day and the moment an accident changes everything.

The Bonfire Newsletter, Issue 05 explores what makes people stick around, from engineered scarcity in music to a world where the best ads are simply the clearest answers.

What happens when uncertainty rises, AI reshapes how we work, and trust becomes harder to earn? Issue 04 explores the decisions brands and marketers make when the ground shifts beneath them.

Bonfire has appointed Mike Dann as Senior Art Director. He joins from Marketforce and has already contributed to Bonfire’s Luma campaign, ‘We Hear You,’ which launched in January.

Google’s new Keyword Intent and the holy grail of omnipresence, why two-minute songs are built for loops (and what that means for brand equity), a smarter way to calculate your marketing investment, and a reflection on finding balance beyond the London rat race.

Western Australian women’s health organisation Luma has launched a powerful new brand campaign ‘We Hear You’, developed in partnership with Bonfire.

Shakespeare's response to pre-show advertisers, Labubus and little treat culture, Tiffany & Co.'s brand masterstroke in Guillermo del Toro's Frankenstein, and the difference between culture fit and culture add.

Rosalía’s experiential album launch, Mark Ritson’s reminder to stay the course, Robert Greene’s take on mastery, and Harvard Business Review’s insights on soft selling.

Bonfire has promoted Peter Gavalas to Chief Executive Officer, marking the next phase in the agency’s evolution as it expands its creative, AI, and technology capabilities. Gavalas, who has been integral to Bonfire’s success for over a decade as General Manager of Business Operations, will now lead the agency.

Instagram posts can now show up in Google search results, but only if you’ve set things up correctly. We break down what’s changed, why it matters, and the simple steps marketers can take to make their content discoverable beyond the app.

Recognised for both team and individual excellence, Bonfire has secured finalist spots in the Agency Team and Agency Rockstar categories at the 2025 Google Honours Awards.