Elf Cosmetics is rebuilding its innovation pipeline around social media. The beauty brand treats fans as co-creators and has made the traditional lengthy path from feedback to product disappear, turning that speed into its real competitive edge.
Hannah Bowler
After two decades of growth, Pinterest is stepping into the cultural spotlight – doubling down on experiential activations, product differentiation, and moments where the platform has a legitimate role to play, on and offline.
Hannah Bowler
Listen on Spotify Listen on Apple Music Watch on YouTube Welcome back, it's week three of the Brandmakers podcast, and Hannah is joined this week by Louise Foley, who is director of marketing, Europe at Pinterest. Louise and Hannah got stuck into the subject of trends and signals, and what marketers need to do to stay on the right side of cultural relevance. She also detailed her own marketing strategy and her push into fun and meaningful experiential events. Disclaimer: we recorded thi
Hannah Bowler
Sport has stopped being just a sponsorship channel and has slowly but surely become the operating system for culture. Leagues, brands and athletes can all win if they treat every fan touchpoint as part of an always‑on, integrated experience, rather than a row of logos on shirts or around a pitch.
Alex Zeevalkink
The signals beneath the noise. We track slow culture, emerging scenes, and values shifts shaping how people live, work, play – and what that means for the products, media, and experiences they choose next.
Sport has stopped being just a sponsorship channel and has slowly but surely become the operating system for culture. Leagues, brands and athletes can all win if they treat every fan touchpoint as part of an always‑on, integrated experience, rather than a row of logos on shirts or around a pitch.
Alex Zeevalkink
Hannah Bowler dives into Mattel’s slow, deliberate shift from selling toys to building franchises – and asks its head of licensing and partnerships, Ruth Henriquez, about the decision of betting on fans, fast collabs and decades of nostalgia to make the model stick.
Hannah Bowler
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Thanks to AI we’re moving to one-to-one advertising. The catch is, it only works if you can produce and iterate enough distinct creative for the machines to find the right ad for the right person at the right moment. Creative is no longer a cost centre, it’s now the growth engine.
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Hannah Bowler dives into Mattel’s slow, deliberate shift from selling toys to building franchises – and asks its head of licensing and partnerships, Ruth Henriquez, about the decision of betting on fans, fast collabs and decades of nostalgia to make the model stick.
Hannah Bowler
Listen on Spotify Listen on Apple Music Watch on YouTube Welcome back to the Brandmakers podcast, where Hannah is joined by Ruth Henriquez who is head of licensing and partnerships at Mattel overseeing the IP for brands like Barbie, Hot Wheels, Uno and Masters of the Universe. In Mattel’s post-Barbie movie era, the company is shifting from a product-led business model to an IP-led one. At a time when advertisers are all finding ways to be ‘entertaining’ Mattel’s strategy is worth paying
Hannah Bowler
Everyone’s chasing social “trends”, but the word has become shorthand for fads when it was meant for something deeper and more strategic. Industry insiders say it’s time to retire the term altogether, rethink the language we use and refocus on the underlying shifts that actually shape audiences.
Hannah Bowler
