As Ever

"As Ever": What's the Story Behind Meghan Markle's Brand and the Booming Out-of-Home Advertising Sector?

The phrase "As Ever" is making waves on both sides of the Atlantic, albeit in distinctly different contexts. In the UK, outdoor advertising is experiencing a record-breaking year, while across the pond, Meghan, Duchess of Sussex, is launching her rebranded lifestyle brand, also named "As Ever." Let's delve into both stories to understand what's driving these trends and what they mean for the future.

Meghan Markle's "As Ever": A Rebrand and a Return to Roots

Meghan Markle has officially unveiled "As Ever," the new name for her lifestyle brand, previously known as American Riviera Orchard. The announcement, made via a new website and Instagram video on February 18th, 2025, signals a shift in direction and a return to her passions.

Recent Updates: A Timeline

• 2022: Meghan Markle secures the name "As Ever."
• February 2025: The "As Ever" brand is officially announced on Instagram, accompanied by a new website launch. The website features products and what appears to be a rare photo of her daughter, Lilibet.

Contextual Background: More Than Just a Name

The name "As Ever" holds a deeper meaning for the Duchess. As she explained, "'As ever' means 'as it's always been' or some even say 'in the same way as always'." This alludes to her long-standing interest in cooking, crafting, and gardening, passions she previously explored on her lifestyle blog, The Tig, which ran from 2014 to 2017. The Tig was a popular online destination for fashion, beauty, travel, food, and inspiring women.

The choice of "As Ever" suggests a desire for authenticity and a connection to her pre-royal life. It's a clear attempt to establish a personal brand rooted in her genuine interests, rather than solely defined by her royal connections. The initial launch of American Riviera Orchard saw a focus on jams and other culinary products. It remains to be seen if "As Ever" will expand into other areas like home goods, fashion, or beauty, mirroring the broad scope of The Tig.

Furthermore, Meghan is reportedly teaming up with Netflix to launch her brand, suggesting a multi-faceted approach that will likely include content creation alongside product sales.

Immediate Effects: Initial Buzz and Anticipation

The announcement of "As Ever" has generated significant buzz online, with royal watchers and lifestyle enthusiasts alike eager to see what the brand will offer. The Instagram page quickly gained followers, and the website has undoubtedly seen a surge in traffic. The choice of name has also sparked discussion and analysis, with many interpreting it as a reflection of Meghan's personal journey and values.

The launch of "As Ever" comes at a time when the lifestyle brand market is saturated, but Meghan's unique position and global platform give her a distinct advantage. The brand's success will depend on its ability to offer high-quality products and content that resonate with consumers and reflect Meghan's personal brand.

Future Outlook: Potential and Challenges

"As Ever" has the potential to become a successful lifestyle brand, leveraging Meghan Markle's global recognition and her passion for cooking, crafting, and gardening. The brand's success will hinge on several factors:

• Product Quality: The quality of the products offered will be crucial to building trust and loyalty among consumers.
• Brand Authenticity: Maintaining a genuine connection to Meghan's personal interests and values will be essential for resonating with her audience.
• Effective Marketing: Utilizing a multi-channel marketing strategy, including social media, content creation, and partnerships, will be key to reaching a wider audience.
• Competitive Landscape: Navigating the competitive lifestyle brand market and differentiating "As Ever" from its competitors will be a significant challenge.

Out-of-Home Advertising: A UK Success Story

While Meghan Markle focuses on her personal brand, the UK's Out-of-Home (OOH) advertising sector is celebrating a record-breaking year. According to JCDecaux UK, total revenue from UK OOH grew by 7.7% in 2024, reaching a staggering £1.4 billion – the sector's highest-ever year. These figures, compiled by OOH trade body Outsmart and PwC, highlight the continued strength and resilience of OOH advertising in the UK.

Recent Updates: Key Figures from 2024

• Total Revenue: £1.4 billion, the highest ever recorded for the UK OOH sector.
• Growth Rate: 7.7% year-on-year increase.
• Data Source: Figures compiled by Outsmart and PwC.

Contextual Background: The Enduring Appeal of OOH

In an increasingly digital world, the success of OOH advertising might seem surprising. However, several factors contribute to its continued relevance and growth:

• High Reach and Visibility: OOH advertising reaches a broad audience in public spaces, offering high visibility and brand awareness.
• Location-Based Targeting: OOH allows advertisers to target specific demographics and locations, maximizing the impact of their campaigns.
• Creative Flexibility: OOH offers a wide range of creative formats, from traditional billboards to digital screens, allowing advertisers to create engaging and memorable campaigns.
• Integration with Digital: OOH is increasingly integrated with digital technologies, such as mobile and social media, enhancing its effectiveness and measurability.

The OOH sector has also benefited from advancements in technology, such as digital out-of-home (DOOH) advertising, which allows for dynamic and personalized messaging. DOOH screens can display different ads based on the time of day, weather conditions, or audience demographics, making them a highly effective advertising medium.

Immediate Effects: Economic Impact and Brand Building

The growth of the OOH sector has significant economic implications for the UK, supporting jobs and contributing to the overall economy. OOH advertising also plays a crucial role in brand building, helping companies to increase awareness, drive sales, and connect with consumers.

The success of OOH advertising reflects a growing recognition of the importance of physical presence in a digital age. While online advertising remains a vital part of the marketing mix, OOH offers a unique opportunity to reach consumers in the real world, creating memorable and impactful brand experiences.

Future Outlook: Continued Growth and Innovation

The UK OOH sector is well-positioned for continued growth in the coming years, driven by several factors:

• Increasing Urbanization: As more people live in cities, the reach and effectiveness of OOH advertising will continue to grow.
• Technological Advancements: Innovations in DOOH and other technologies will enhance the capabilities and measurability of OOH advertising.
• Sustainability Initiatives: The OOH sector is increasingly focused on sustainability, with initiatives to reduce its environmental impact and promote responsible advertising practices.
• Integration with Smart Cities: As cities become smarter and more connected, OOH advertising will play a key role in providing information and services to citizens.

The OOH sector is also adapting to changing consumer behaviour, with a greater emphasis on data-driven targeting and personalized messaging. By leveraging data and technology, OOH advertisers can create more relevant and engaging campaigns that resonate with their target audiences.

"As Ever": Two Sides of the Same Coin?

While seemingly unrelated, the stories of Meghan Markle's "As Ever" and the UK's booming OOH sector share a common thread: the importance of building a strong brand and connecting with audiences in meaningful ways. Whether it's a personal brand like "As Ever" or a sector like OOH advertising, success depends on authenticity, innovation, and a deep understanding of consumer behaviour.

In conclusion, "As Ever" represents both a personal journey for Meghan Markle and a broader trend in the UK advertising landscape. Both narratives highlight the enduring power of connection, whether through shared passions or impactful brand messaging. It will be fascinating to see how both stories unfold in the coming years.