
Every few months, the team swaps screens for something a little more hands-on, competing for the coveted TDS Challenge Cup. This time, we took things in a completely different direction and headed to The Big Birmingham Bake, and let’s just say, things got creative.
Split into teams of two, the challenge was simple in theory but brilliantly chaotic in practice: create the ultimate “pizza cake.”
Armed with all the ingredients to make a sponge base, icing, and a wide selection of toppings (both edible and decorative), each team had full creative freedom. The result? Five completely different interpretations of what a pizza cake could be.
From carefully crafted fondant toppings to bold, experimental flavour combinations, no two creations were alike. Across the room, you could spot:
The options really were limitless and that was half the fun.
While we’re no strangers to competition, this was a refreshing change from our usual sports-themed outings like Golf Fang, Flight Club, or Sixes Cricket.
Instead of precision shots or batting technique, success came down to:
There were plenty of laughs, a few questionable design choices, and more than one moment where things didn’t quite go to plan, but that’s exactly what made it such a great afternoon.
After much deliberation, the winners of this round of the TDS Challenge Cup were:
🏆 Emma & Alex
Their pizza cake stood out for its incredible attention to detail, with impressively realistic decorations and a cake that looked almost too convincing to eat.
Almost.
Days like this are a great reminder of what makes our team special. It’s not just about the work we do - it’s about the people behind it, and the chance to step away from the day-to-day and do something completely different together.
We’re already looking forward to the next Challenge Cup… though whether it involves sport, baking, or something entirely unexpected remains to be seen.

On a single sales call you'll hear four acronyms for the same thing. One person says AEO, the consultant says GEO, the board deck says LLMO, and a vendor emails about AIO. Everyone nods. Nobody's sure they mean the same thing. They mostly do.

It has never happened in the history of digital advertising — until now.

Right now, one of your next customers is deciding who to call — by asking an AI. You're either in that answer, or you're not.