What’s sparking our curiosity in the creator economy, social, tech, and marketing this week in Fifth Finds? We cover DeepSeek’s data distillation, building a brand universe, and the Super Bowl hype. We also highlight ‘The Rest Is Entertainment’ podcast, and TikTok shop becoming the UK’s fifth most popular retailer for Gen Z.

DeepSeek’s data distillation

Chinese AI startup DeepSeek has developed an AI model using a technique called “data distillation.” This method involves training a smaller model to replicate the behaviour of a larger one. Underpinning the efficiencies which has caused shockwaves across AI companies and the stockmarket.

However, OpenAI alleges that DeepSeek utilised outputs from its models during this process, potentially violating OpenAI’s terms of service. This situation highlights the challenges around intellectual property within the AI industry.

Building a brand universe: the power of consistency, storytelling & engagement

In today’s crowded digital landscape, brands need more than just a logo. They need a universe. Nikita Walia explores how successful brands create a cohesive and immersive identity by maintaining consistency across all touchpoints, ensuring visuals and messaging remain instantly recognisable. 

But consistency alone isn’t enough. She highlights the importance of storytelling, crafting a narrative that resonates emotionally with audiences and fosters a true sense of belonging. And finally, engagement is key. Brands that invite users into their world through interactive content, experiences, and events build deeper loyalty and advocacy. For longevity and success a brand needs more than to just be seen, it needs to be experienced.

Super Bowl hype: the game may end, but the campaigns keep going

With the Super Bowl just around the corner, brands are already gearing up to keep the excitement going long after the final whistle. Jim Beam’s ‘7 Stages of Defeat’ campaign taps into the emotional highs and lows of the game, complete with limited-edition merch available until next week. Chipotle is rewarding its most loyal customers with free guac and queso blanco on ‘Extra Sunday’, ensuring celebrations don’t stop at full-time. Meanwhile, Twix is bringing some competitive spirit to the big game with its stare-down contest, proving that even the smallest moments can create big engagement. From exclusive merch to post-game perks, brands are making sure Super Bowl Sunday is just the beginning.

The rest is entertainment

This week, we’re tuning into ‘The Rest Is Entertainment’, hosted by Richard Osman and Marina Hyde. The latest episode explores BrewDog co-founder James Watt’s rise to fame, his controversial workplace culture, and his ambitions in entertainment—alongside a critique of Blake Lively’s recent PR struggles.

James is also stepping into the world of reality TV, starring in ‘House of Unicorns’, a ‘Dragons’ Den’ style show where founders, entrepreneurs, and business leaders compete over six weeks for the chance to win funding.

TikTok Shop becomes the UK’s 5th most popular retailer for Gen Z

New data from Basket, a smart wishlist tool, reveals the top 10 most popular retailers among 18-24-year-olds in the UK. Amazon takes the top spot, followed by Shein, Boots, and Sephora. But the biggest surprise? TikTok Shop ranks 5th, placing ahead of ASOS, PrettyLittleThing, and Zara. The platform’s rapid rise highlights just how influential social commerce has become in shaping Gen Z’s shopping habits.

Welcome to Fifth Foundations

Ever wondered how we landed our roles at The Fifth? Spoiler: It wasn’t always smooth sailing! From dodgy work experience to unexpected opportunities, Welcome to our new website series, Fifth Foundations, Every career has a foundation- this is how our team built theirs and ended up at The Fifth.

Fifth Foundations dives into the real stories behind our careers, how we got started, the lessons we’ve learned, and the moments that shaped us.

We’re kicking off with our Marketing Exec, Laina Claydon, who recently finished her 2-year apprenticeship here and started her Executive role. 

First up, we hear about navigating the industry with no connections, making Word Art posters at the local council, and a career-changing Kickstart scheme that led to a dream role. 

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