From Polaroids to perfume stores with no websites, a cultural shift is pushing back against relentless convenience. As consumers add friction back into their lives, strategists and brands are exploring whether effort, not ease, could become the next marketing advantage.
Hannah Bowler
KSI’s minority stake in Dagenham & Redbridge is the latest sign that celebrity ownership is changing how lower-league clubs grow. In this week’s issue: the rise of creator-backed football clubs, New Balance’s chess-inspired Eberechi Eze campaign, Kith and On’s cinematic running film.
Rich Hewes
In a culture hooked on scroll-stopping tricks, the real competitive edge for brands isn’t understanding and playing into the algorithm, it’s about being brave enough to lean into a niche, be a bit weird, and show up unmistakably themselves.
Sam Hollis
Explore our archive of articles, interviews, and creative projects
For many AI chatbots feel closer to confidants than simple search tools. As they start recommending products and slotting in sponsored answers, the real question isn’t only whether we trust what they’re saying, it’s whether we’re willing to pay to keep that sales pitch out of the conversation.
Hannah Bowler
As Millennials’ “cringe” era loops back into cool, brands face a harder question: not how to stay young forever, but how to stay culturally legit while their fans grow up – and a new generation wants nothing to do with them.
James Kirkham
