For twenty years the industry told itself it had learned how to extend the life of entertainment. We built second-screen experiences that ran alongside live broadcasts. We filled Twitter with running commentary and encouraged viewers to react in real-time. We created companion apps, backstage streams and a steady flow of additional clips that surrounded a program like scaffolding. At the time it felt progressive to us, we believed we had broken open the format and given audiences a seat at the table. In hindsight it looks like an early, tentative draft.
Pinterest’s Louder, Bolder Bet: Culture-Led Marketing and Real-World Creation
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
Branded Entertainment’s Second Act
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
What the Languages of Football Can Teach Brands About Cultural Nuance
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
Hold Your Nerve: Why CMOs Win by Doing Less, Better
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