Lynsey Woods, global brand director at Carlsberg, has spent twelve years inside one of beer's most recognisable brands – and a career before that across FMCG, from healthy snacks to wine to Premier Foods. She's clear on what makes a partnership work, and what doesn't.
Rich Hewes
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.
Rich Hewes
Street football, a cast that stretches from Ronaldo to Kim Kardashian, and football positioned as pop culture. Nike’s latest football campaign shows how big brands should start to think "culture-first" when it comes to major sporting events.
Rich Hewes
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.
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