It’s been a pleasure taking time to reflect on Fluid’s 30-year journey with key partners, journalists and media in such an amazing milestone year.

As part of our 30th celebrations, James sat down with Billy at Brands Untapped to talk about the business, its origins and how Fluid has evolved over the past three decades.

Licensing and brand-led creative have become an increasingly important part of what we do, so chatting with Billy - whose publication continues to champion that space - felt like the perfect fit.

From our early beginnings in music and videogames, through to the development of our licensing division under Stacey’s guardianship and our ever-increasing AAA entertainment brand work, the discussion explored some of the moments, relationships and creative shifts that have helped shape Fluid into the business it is today.

Check out James and Billy’s chat as they reflect on key milestones, standout campaigns and the thinking behind Fluid’s approach to challenging briefs and keeping creativity fresh.

Thanks again to Billy and the Brands Untapped team for the opportunity to share the Fluid story.