Tech as a Tool, Culture as a Compass
Micro‑scenes, meme logic, and IRL moments shape youth marketing. Tech and AI aren’t the headline for these audiences, it's just a tool. Usefulness and participation, those are the areas to win. Louise Millar of Seed champions collaborative, human‑led designed experiences with results that travel.
From Worldbuilding To World Belonging: What Animal Crossing Can Teach Brand Experiences
A cozy island game where nothing much happens has quietly become a masterclass in building worlds people actually want to spend their time in. Here’s what brands can learn from games like Animal Crossing about designing calmer, more communal experiences offline.
Dean Rodgers
Why ‘Friction-Maxxing’ Is Catching On and Why Brands Are Starting to Care
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
Why Creator Investors Are Becoming Football’s New Distribution Partners
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
Love’s Weird: Why Imperfect Brands Win Deeper Affection
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