Business & Technology
Influencer marketing shifts from add-on to core strategy
Kolsquare has published research arguing that brands that treat influencer marketing as optional risk falling behind, as the practice is now embedded in mainstream marketing activity.
The findings point to growing use of influencer marketing within broader communications and advertising work in the UK and across Europe. In the UK, 52% of marketers already integrate influencer marketing into PR and communications strategies, while 46% link it to wider brand campaigns. The same share use paid media to amplify creator content.
Across Europe, 49% of brands now include influencer marketing in PR and communications activity. The report argues that marketers are moving away from treating creator work as a separate or experimental channel and are instead tying it to wider commercial targets.
That change is also affecting how campaigns are assessed. Likes, reach and impressions have long been standard measures in influencer marketing, but brands are increasingly looking for campaigns to deliver clicks, web traffic and sales.
Rather than relying on isolated sponsored posts, marketers are using influencer activity across several stages of the customer journey. The research points to rising investment in longer-term creator partnerships, user-generated content and affiliate activity as part of that shift.
Budget shift
Spending plans in the report suggest the trend is likely to continue. Across Europe, 82% of marketers plan to increase spending on paid amplification of creator content, 59% expect to invest more in long-term creator partnerships and 55% plan to raise spending on user-generated content.
The report also points to broader integration of influencer work into internal business systems. Brands are increasingly connecting influencer activity to eCommerce tools, customer relationship management systems and affiliate tracking, making it easier to identify which content is linked to sales and customer growth.
As a result, influencer marketing is being measured alongside other channels rather than in isolation. This marks a shift in how marketing teams justify spending and evaluate returns from creator-led campaigns.
Trust factor
Kolsquare’s research also says campaign performance is closely tied to trust between creators and their audiences. It argues that content seen as authentic and grounded in a genuine relationship can perform better, and adds that clear disclosure of paid partnerships does not harm results.
That suggests marketers should focus less on hiding sponsorship and more on choosing creators whose audiences see them as credible. The emphasis, the report says, is on fit and trust rather than pure scale.
Quentin Bordage, Chief Executive Officer and Founder of Kolsquare, said: “Influencer marketing has changed rapidly. It’s no longer about reach alone; it’s about achieving tangible results. Brands already using it properly are building it into their wider marketing campaigns, while those treating it as an add-on risk falling behind.”
Kolsquare provides influencer marketing software and describes itself as focused on compliance standards in the UK. It says it works with brands including Coca-Cola, Sony Music, Publicis, Sephora, Clarins, Nissan and Lush, and is part of team.blue, a European digital services group with more than 3.3 million customers in 22 countries.
The report’s central message is that many brands no longer treat influencer marketing as a stand-alone branding exercise, but as a measurable part of the wider marketing mix tied to traffic, sales and customer growth.
Business & Technology
Synextra wins Microsoft Data & AI on Azure designation
Synextra has received Microsoft’s Solutions Partner designation for Data & AI on Azure, adding to the Warrington company’s existing Azure Infrastructure partner status.
Microsoft awards the designation based on certified technical expertise, customer growth on Azure and delivery results. It recognises Synextra’s work in data management, analytics, AI-driven automation and platform engineering on Azure.
The designation places Synextra among Microsoft partners with formal validation for data and AI work, at a time when many managed service providers are trying to establish their credentials in the field. The company works mainly with mid-market and enterprise customers in the UK.
The latest designation builds on a relationship with Microsoft that had already focused on cloud infrastructure. Synextra’s data and AI work includes platform engineering, DevOps, business process automation and data management, with projects delivered using Microsoft Fabric, Power BI and Azure AI services.
Broader scope
Synextra positions itself as an embedded technology partner for clients that might otherwise use several suppliers. Its model combines managed Azure services with consulting and delivery work across infrastructure, operations and software-led automation.
Microsoft’s Solutions Partner framework is used to indicate specialism in defined areas of the vendor’s product set. In this case, the Data & AI category covers building and running data and artificial intelligence systems on Azure.
Chief Executive Chris Piggott said the award reflects a shift in customer demand beyond core cloud hosting and infrastructure management.
“Our core has always been Azure infrastructure. But the businesses we work with need more than that now – and so do we. This designation reflects where the team has been pushing: data, AI, automation, outcomes you can measure. It’s the natural next step for us,” Piggott said.
AI demand
The award comes as UK technology service providers seek to show they can move from talking about AI to delivering live projects. Customers are increasingly asking suppliers not only to manage cloud estates, but also to support data pipelines, automation projects and the deployment of AI tools into day-to-day operations.
Synextra has invested in those areas by developing internal tools, working with AI agents and helping clients implement automation and intelligence systems tied to measurable business outcomes. It did not disclose financial details of those investments.
Its Azure Infrastructure accreditation remains in place alongside the new Data & AI designation. Together, the two statuses show Microsoft recognition across both Synextra’s original infrastructure focus and its newer work in data-led services.
The business describes that expansion as central to its current offer in the UK market. It serves organisations that want external technical support across cloud operations, engineering and transformation projects without building large in-house teams.
For mid-sized businesses in particular, third-party validation from a major software supplier can influence procurement decisions. Buyers often use vendor accreditation as one way to compare technical partners in a market where AI claims have grown rapidly.
The designation recognises Synextra’s ability to help organisations build and operationalise data and AI systems on Azure across data management, analytics, automation and platform engineering.
Business & Technology
Care home named among UK best found to ‘require improvement’
Richmond Villages in Coral Springs Way was inspected by the Care Quality Commission (CQC), which was prompted by concerns raised about the facility.
The care home was found to ‘require improvement’ in safety, effectiveness, and leadership.
During the assessment one resident told the CQC: “Sometimes the staff will come in, turn off the buzzer and say they’ll be back in five minutes and sometimes you never see them again or you can wait up to an hour if they are very busy.”
The home, which provides nursing support for adults of all ages with dementia, nursing needs, and physical disabilities, was found to be in breach of regulations regarding good governance.
The CQC’s report, published in April 2025, highlighted issues with the logging of accidents and incidents, noting that learning and actions to prevent recurrence were not always implemented.
It also found that staff were not always documenting mental capacity assessment and Deprivation of Liberty Safeguards (DoLS) appropriately.
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Care plans and risk assessments related to the health, safety, and welfare of service users were often inconsistent or missing altogether, according to the report.
Concerns were raised by residents and staff about response times to call bells and staffing levels, suggesting that support was not always provided when needed.
The entrance of Richmond Villages (Image: Google Maps)
However, the CQC did find that medicines were managed well and that staff were suitably employed and trained.
There was also a new home manager in place with plans to improve working relationships and ways of working.
The care home was inspected in January 2025 and, in the interim between the inspection and the report’s publication, Richmond Villages was named in the 2025 top 20 best mid-size care home groups in the UK by CareHome.co.uk.
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The independent online guide ranks care homes across the country based on reviews submitted by residents, families, and friends of those in care.
At the time, Martin Crick, village manager at Richmond Villages Witney, said: “We are thrilled with the latest rating announcement from carehome.co.uk.
“The award is testament to the high-quality care provided to our residents.
“The reviews that make up our rating emphasise our person-centred care model, range of living options, wellness programmes, and experienced staff that contribute to our success.”
The care home was praised for its cleanliness and adherence to PPE guidelines.
Richmond Villages has been operating for more than 25 years and is part of Bupa.
In Witney, a range of care is provided, including dementia, nursing, and residential care, as well as specialised care for various conditions.
Richmond Villages has been approached for a comment.
Business & Technology
NSSLGlobal backs Royal Norwegian Naval Academy row
NSSLGlobal is supplying satellite communications equipment for a 1,000-mile rowing expedition by four graduating Royal Norwegian Naval Academy officers. The voyage will raise funds for the Norwegian aid group Fritt Ukraina.
Under the banner Row for Ukraine, the crew plans to row from Bergen to London. NSSLGlobal will provide satellite phones for welfare, support and emergency communications, as well as mobile satellite systems for email and short video updates during the crossing.
It will also install the equipment, train the crew to use it, and provide support before, during and after the voyage. The company is also contributing funds to the charity effort.
The four officers are Frikk Ekeberg, Erik Gulbrandsen, Aleksander Skogly-Jensen and Henrik Listhaug. By the time they depart, they will have graduated from cadets to officers at the Royal Norwegian Naval Academy.
They are due to cross one of the most demanding stretches of sea in a 7.4-metre D12 ocean rowing boat with two open rowing positions and two small cabins. The setup allows two crew members to row while the other two rest, maintaining a continuous 24-hour watch.
Safety focus
The communications package reflects the risks of a North Sea crossing in a small craft. The onboard systems are intended to help the crew stay connected in an emergency and maintain contact with supporters during the expedition.
Sally-anne Ray, group CEO of NSSLGlobal, outlined the company’s role in the voyage.
“At NSSLGlobal we are very proud to support these intrepid graduating officers of the Royal Norwegian Naval Academy for a cause that means so much to us all. Safety at sea is all-important, and having satellite phones and data devices onboard gives the crew the connectivity they need for emergencies and to stay in touch with their supporters,” Ray said.
NSSLGlobal has backed the project from an early stage. Its support included introducing the Norwegian team to the leader of the Royal Navy’s HMS Oardacious team, who brought experience from two trans-Atlantic rows.
The company has longstanding operations in maritime and government communications, as well as a workforce in Norway through its Oslo office. Its Norwegian presence includes technical work and research and development, and its main shareholder is Norwegian investment company Arendals Fossekompani.
Ukraine fundraising
Money raised above the costs of the expedition will go to Fritt Ukraina’s work supporting the Ukrainian 36th Marine Brigade. The organisation provides equipment and other aid to Ukrainians defending the country.
Fritt Ukraina said the voyage carries both a fundraising purpose and broader symbolic weight.
“As a maritime nation, Norway has an important role in working closely with Ukraine and the United Kingdom to develop defense capabilities in the Black Sea. It is highly inspiring to see that NSSLGlobal is now supporting Row 4 Ukraine’s important voyage across the sea to London-a strong symbol of the resilience we must demonstrate together in the Nordic region. At the same time, it highlights the expertise Norway possesses and can contribute to this shared defense effort. This work also helps strengthen the long-term ties between Norway and Ukraine,” said Natalia Golis, managing director of Fritt Ukraina.
The four officers specialise in marine engineering, weapons technology and logistics. According to the organisers, their training at the academy is expected to be central to operating under sustained pressure during the crossing.
The expedition also comes against a backdrop of close naval ties between Norway and the UK. Both countries are founding members of NATO and have strengthened cooperation through joint naval activity and defence agreements, with regular training by British forces in Norway and growing attention on security in the High North.
For NSSLGlobal, the project also aligns with the part of its business focused on shipboard communications and support systems used by vessels ranging from patrol ships to aircraft carriers. In this case, that work is being applied on a much smaller platform, where reliable contact with shore may prove critical.
All funds raised above expedition costs will support Fritt Ukraina’s deliveries of equipment and assistance to the Ukrainian 36th Marine Brigade.
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