To mark its 25^th anniversary this year, creative communications agency Top Banana explores the ‘BOLD’ strategies that have underpinned its successes over the past 25 years and where the team will be implementing them moving forward.

Playing it safe in communications? That’s a one-way ticket to blending into the background. But when you’re bold and fearless, you spark emotion, excite with innovation and can build a vibrant, enviable culture.

BOLD BEGINNINGS.

“BOLD” was the backbone of our recent internal staff conference, marking our silver anniversary. It wasn’t just a get-together; it was a dive into what’s next. From our home garage start to becoming a top creative communications agency, we’ve always been about big moves and bold ideas – staying ahead is our thing. Digital trends are reshaping how we connect, so we’re always on the hunt for fresh, engaging ways to keep in touch with our teams and clients. It’s about having each other’s backs, learning from experience, and celebrating every win.

“Our Top Banana Summer conference was a blast! The BOLD theme fit perfectly with MAD//FEST’s vibe. We had a great time-sharing new ideas and keeping ahead of the curve, inspiring brands with confidence, creativity, and a whole lot of fun!”

Debs – Client Relationships Director

WHAT BOLD MEANS TO US.

We’re on the cusp of rolling out our new mission, vision, and culture statement—hot off the press and bursting with boldness and innovation. Every department—creative, venues, events, incentives, film, campaigns, and content—is key to making this vision a reality. Practicing what we preach and continuing to nurture our culture of honesty and openness, we’ll encourage our teams to take risks and think outside the box even more, into 2025 and beyond.

We’re also diving deeper under the skin into human behaviour and science. We know that experiences hit harder when they’re tuned to people’s thoughts and feelings. So, we’re turning up our storytelling, emotional connections, and immersive environments to create content that truly engages and inspires every single individual in our audiences. We want our events to be felt as much as they’re seen.

“We’ve been creating engaging and distinctive content for the last 25 years; it’s been the core of who we are. How content is delivered and digested is going to dramatically change over the next 5 years, and we are right at the forefront of reimagining what this will look like.

 It’s not just about creating inclusive content. Whilst that is still absolutely critical, it goes deeper than that, it’s about using the insights from human behaviours to create content that connects with individuals in your audience, not just certain demographics, generations or groups of people. The team are creating new and bold ideas that takes personalised content to a whole new level.”

Jemma – Managing Director

BOLD VS. BRASH.

No guts, no glory, right? But being bold doesn’t mean being reckless. It’s about striking the perfect balance where creativity meets strategy, grabbing attention without sacrificing our brand’s integrity. In today’s rapid-fire market, where attention spans are shorter than ever, boldness is essential. Yet, it’s crucial to marry this with a deep understanding of our brand’s DNA. Aligning boldness with authenticity ensures our communications hit home, fostering meaningful engagement and loyalty.

“In order to be more BOLD, I feel like we should embrace risk taking. We shouldn’t shy away from trying unconventional ideas. The most unforgettable work and ideas often comes from taking risks and being experimental. We need to be standing out and making a memorable impression with our work for both us and for our clients.”

Emily – Art Director

THE INSIDE SCOOP.

Staying ahead in the events and communications industry means keeping a finger on the pulse of emerging trends. Here are a few we’re diving into:

• Personalisation: Tailoring messages to individual preferences and behaviours is more important than ever. Personalised content boosts engagement and forges a deeper connection with the audience.
• Immersive Experiential: We’re already creating content that invites participation, from virtual reality to augmented reality. We’re keen to embrace anything that will elevate interactive events and hands-on experiences, captivating the audience and providing valuable insights.
• Sustainability: With growing environmental awareness, sustainable practices in event planning and communications are becoming a priority. We’re committed to integrating green initiatives into our operations.
• Data-Driven Decisions: Leveraging data analytics to guide our strategies ensures our bold moves are backed by insights, crafting messages that are both impactful and relevant.
• Content is King: Brands with personality are the new influencers. Our strategy has always blended authenticity, storytelling, and humour to craft content that captivates and connects. When it comes to new ways of doing this, we’re all for embracing AI, but we know the magic happens when there’s a human touch. That’s why you need a comms partner who keeps it real and relatable.

“In a world where it’s becoming increasingly difficult to stand out, being BOLD is vital for both our industry presence and our client experiences. Clients are searching for new and innovative ways to engage audiences and it’s by being bold and thinking differently that we can truly add value and bring their brands to life.

Whether that’s challenging a client’s conference format or pushing their conventional communication methods, being bold can unlock previously unexplored benefits to our clients.”

Charlotte – Account Director

THE BOTTOM LINE.

Fortune favours the bold, especially in creative comms. As we step into our next 25 years, we’re all about pushing boundaries and embracing boldness in everything we do. By keeping up with trends and continuously innovating, we’ll make sure our communications not only stand out but leave a lasting impact.