What happens when decades of creative labour are repackaged as “the start of an idea”? An industry explainer on attribution, acquisition-led growth, and why visible human authorship matters more than ever — especially in the age of AI.

In 1961, Billy Bunter left Greyfriars and headed for Butlin’s. It sounds absurd—but this curious crossover reveals a moment of marketing brilliance, class collision, and cultural change in post-war Britain.