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
Sport as the Operating System for Culture
Sport has stopped being just a sponsorship channel and has slowly but surely become the operating system for culture. Leagues, brands and athletes can all win if they treat every fan touchpoint as part of an always‑on, integrated experience, rather than a row of logos on shirts or around a pitch.
Alex Zeevalkink
Brandmakers with Jeremy Jones, Global Head of Creative at Intuit Mailchimp
Listen on Spotify Listen on Apple Music Watch on YouTube Another week, another Brandmakers podcast. In this latest episode our host Hannah Bowler sits down with Jeremy Jones, global head of creative at Intuit Mailchimp. Jeremy shares his secret to fostering creativity within his in-house team. There's group trips to galleries and museums, arts and crafts sessions and carved out space in the working day to experiment with tools and techniques. And the results are there for all to see. Th
Hannah Bowler
Don’t Become an Onion: How Great Brands Win When Voice and AI do the Shopping
When shopping becomes a process that requires the buyer just to express a single sentence, only the brands that we can actually name will survive. Here’s how to become that default brand... before the algorithms picks one for you.
Naji El-Arifi
Why Netflix Doesn’t Need to Own Live Sport
Netflix is quietly rewriting the rules of sports media – swapping expensive rights and endless fixtures for scarce, high-impact moments that behave more like cultural premieres than TV slots, and giving brands a smarter way to plug into its ecosystem.
Rich Hewes