What happens to your brand when most people never visit your website again? In a recent talk, R/GA’s executive creative director Rob Northam argued that the internet we’ve been designing for is built on assumptions that no longer hold, and that AI is about to make those faults impossible to ignore.
Alex Zeevalkink
We trust people, not machines. Plenty of brands are racing to bolt AI onto their products, but very few stop to ask whether what they’re building actually feels like them. If your AI does not behave like a member of your team, your audience won’t trust and adopt it. So how do we solve this?
Rosh Singh
Notion's Áine Dundas on why the brand leads with community and small, thoughtful experiences, how formats like Café Notion turn power users into the marketing engine, and what its evolving visual identity says about infinite use cases.
Hannah Bowler
While many brands are starting to act as publishers, one brand is taking the opposite approach. Worried about adding to a constant stream of brand noise, Brompton’s marketing boss is betting on fewer, better stories told by the people who actually ride its bikes.
Hannah Bowler
Zalando is one of Europe’s biggest advertisers, but its ambitions stretch far beyond traditional marketing. Under James Rothwell, the company is pushing to behave less like a retailer and more like a publisher.
Hannah Bowler
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.
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
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
Explore our archive of articles, interviews, and creative projects
Branded entertainment didn't live up to the early hype. Now, with ad performance dropping off and entertainment financing under strain, brands and producers are starting to look for each other once more. But how can these partnerships truly work for both parties in the future? Hannah Bowler reports.
Hannah Bowler
Global campaigns don’t fail on grammar when it comes to translations, they fail on nuance. This piece argues that translation gets you on the pitch, but only real cultural fluency turns a global brand into a local one people actually care about.
Contributor
In an era of fragmented media, brands are tempted to be everywhere at once. Pandora's marketing director Stephanie Legg argues for doing fewer things better. Here she discusses Schuh’s fight to regain cultural relevance to why CMOs must own the full funnel.
Hannah Bowler
