The Subthread

Nothing Wants to Make Tech Fun Again

For two decades, consumer tech has been obsessed with sleek minimalism. Now one London upstart is betting that fun, fashion and “rebellious creativity” can make people fall in love with their devices again.

Hannah Bowler

Jul 28, 2026 — 4 min read

Uncut with Emma Shuldham, Managing Director at Attachment

In Uncut, editor-in-chief Alex Zeevalkink sits down with agency leaders to dig into the realities of their roles, how they innovate, motivate, and where they believe the industry is headed. This week she talks to Emma Shuldham, managing director at entertainment and culture agency Attachment.

Uncut

Alex Zeevalkink

Jul 29, 2026 — 1 min read

Brandmakers with Nate Skinner, Director of Brand at Squarespace

In a world obsessed with brands having "always-on" strategies, Squarespace’s global brand director Nate Skinner argues the more valuable thing to focus on is whether or not your team has a sense of cultural curiosity.

Brandmakers Culture

Hannah Bowler

Jul 27, 2026 — 1 min read

What Happens After the Experiential Boom?

Experiential marketing finally has the budgets, hype and cultural clout it craved. But in an era where pop‑ups and immersive moments are now literally everywhere, is the real value shifting away from us? And where will it go next?

Marketing

Jay Davis

Jul 27, 2026 — 4 min read

Community Managers: The Secret Weapon in the AI Search Era

Community management will become central within marketing teams as brands are increasingly catering their communications to LLMs and AI agents.

Marketing

Hannah Bowler

Jul 23, 2026 — 3 min read

Culture

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.

Brandmakers with Nate Skinner, Director of Brand at Squarespace

Brandmakers Culture

Hannah Bowler

Jul 27, 2026 — 1 min read

From Playground Kickabouts to Várzea Culture

Entertainment-led storytelling from Arsenal’s partnership with Dirt Is Good shows how sport seeps into culture, community and everyday ritual – taking a laundry brand from North London stadium lights to community pitches in Brazil.

Culture Sport

Rich Hewes

Jul 3, 2026 — 4 min read

No More Ivory Towers: The Creative Director Asking Brands to Actually Show Up for Fans

The Premier League’s only creative director doesn’t see himself as a sports marketer – and he thinks most clubs are stuck in an outdated idea of fandom.

Sport Culture

Rich Hewes

Jun 26, 2026 — 3 min read

Explore our archive of articles, interviews, and creative projects

Uncut with Nomi Leasure, Managing Director of Pinch

Founded just three years ago, experiential agency Pinch has already gone from upstart to trusted partner for brands like Amazon, Netflix, and Lululemon. In this episode of Uncut, recorded at Cannes Lions, Nomi talks about what it really takes to build a people-first experiential studio.

Uncut Marketing

Alex Zeevalkink

Jul 21, 2026 — 2 min read

Brandmakers with Cassie Hall, Director of Brand and Marketing at Motorway

On this episode of Brandmakers, we’re joined by Cassie Hall, director of brand and marketing at second hand car platform Motorway and former head of marketing at Zoopla who argues that brand should form the operating system of any business.

Brandmakers Brands & Branding

Hannah Bowler

Jul 20, 2026 — 1 min read

The End of the Brand Gatekeeper

The brand designer’s job is changing. Metaview brand designer Juliet Faldin guides us on building systems, not one‑off assets, so your brand stays on track even when you’re nowhere near the Slack thread.

Creativity Brands & Branding

Juliet Faldin

Jul 19, 2026 — 6 min read

“Will Anyone Remember I Was There?” How to do Sports Sponsorship Right

Brands love to chase the spotlight in sports, but JvM's Robert Zitzmann argues the best sports marketing isn’t about being the loudest. It’s about understanding what entertainment they can offer and why audiences would want them to be part of the moment.

Sport

Rich Hewes

Jul 17, 2026 — 4 min read