The Subthread (Page 3)

Uncut with Rosh Singh, CEO and Co-founder at Astral City

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 Rosh Singh, CEO and co-founder of creative technology studio Astral City.

Uncut Tech

Alex Zeevalkink

Jun 23, 2026 — 1 min read

Is Your Computer Hallucinating Correctly?

What does it mean to be a creative nowadays? Everyone’s training models to predict what people like. Fluoro’s Tim Smith argues instead for the unfashionable skill of actually having a point of view – and backing it when the data disagrees.

Creativity

Tim Smith

Jun 22, 2026 — 5 min read

Drowning in the Group Chat at Dawn

Waking up to a flooded feed, we’re all sunrise editors now – deciding what gets forwarded, what gets killed, and which brands, if any, deserve a place in our day. What do brands have to do to make the cut?

Culture

James Kirkham

Jun 18, 2026 — 4 min read

The Partnership Game with Robert Zitzmann, Managing Director and Partner at Jung von Matt Sports

Robert Zitzmann, managing director and partner at Jung von Matt Sports, has spent his career at the intersection of sport and advertising – and he's clear on what separates campaigns that get remembered from ones that just get made.

The Partnership Game Sport

Rich Hewes

Jun 17, 2026 — 1 min read

The Last Shared Screen

Live sport is the last shared screen in a fragmented culture. To matter there, brands must become cultural players – yet while many have capitalized on sport’s influence in retail and online culture, participation in the live moment itself is still wide open.

Sport

Simon Mechali

Jun 17, 2026 — 4 min read

Uncut with Katie Mitchell, Managing Director at Seen Studios

In Uncut, editor-in-chief Alex Zeevalkink talks to agency leaders about the realities of their roles, how they innovate and what they see as the future. In this first episode she sits down with Katie Mitchell to talk about the realities of agency leadership, parenthood and purposeful growth.

Uncut

Rich Hewes

Jun 16, 2026 — 1 min read

Does the Future Belong to Growth?

When GHD began experimenting with AI, chief executive Jeroen Temmerman assumed the technology would help the company become more efficient. Two years later, the hair styling brand has reached a very different conclusion.

Productivity

Hannah Bowler

Jun 15, 2026 — 4 min read

The Partnership Game with Kenny Annan-Jonathan, Sports Director at Cannes Lions

Lions Sport's Kenny Annan-Jonathan discusses building a creative movement inside sport and why the best brand campaigns speak to communities, not at them.

Sport The Partnership Game

Rich Hewes

Jun 10, 2026 — 1 min read