For more than a decade, marketing operated on a single premise: attention is the most valuable resource in culture. Brands earn it, hold it and optimise for it. That premise is now breaking down.
Building Lore
The attention economy is fading. The next wave of brand building is about presence, mythology, and lore you can’t catch up on secondhand, writes Emma Runevad.
How Search Intent Can Move Culture
Fans do more than just watch sports. They search, plan and buy around them. Emma Welch unpacks how live search intent around tentpole events reveals what people want to do next – and how brands can use those signals to move faster, target smarter and stay ahead of the game.
Emma Welch
Uncut with Andrew Barnard, Managing Partner and Co-Founder at 20(Something)
As the world hurtles through a decade of disruption, 20(Something) co-founder Andrew Barnard explains why building an agency for this moment meant ruthlessly focussing on three disciplines and always reminding himself that the work can actually contribute to a better future.
Alex Zeevalkink
No One Is Searching for Your Brand Story
As social lives shrink and match days carry more emotional weight, sponsors need a clearer reason to exist. On The Partnership Game, Carlsberg’s Lynsey Woods shows how long-term partnerships, Danish roots and fan-first ideas are helping the brand stay relevant.
Rich Hewes
