The Age of Sport-tainment
Sport has morphed from “just the game” into a full-blown content engine. Ben Goldhagen unpacks how creator fights, tunnel fashion and fan‑led formats are reshaping sport into a hybrid of competition, entertainment and social‑first marketing.
“Will Anyone Remember I Was There?” How to do Sports Sponsorship Right
Brands love to chase the spotlight in sports, but JvM's Robert Zitzmann argues the best sports marketing isn’t about being the loudest. It’s about understanding what entertainment they can offer and why audiences would want them to be part of the moment.
Rich Hewes
Closing the Gap: Why the Online-to-Offline Divide is Marketing's Next Big Problem
Brands keep saying they want real-world impact, but most still measure success in clicks. In Cannes, we put three experts on data, DOOH and sports marketing in the back of a taxi to ask what it really takes to close the gap between online hype and offline outcomes.
Rich Hewes
The Case for Rewriting Entry-Level Creative Jobs
AI and cost-cutting have become convenient excuses to freeze out juniors. But if you actually care about your future talent bench, this might be the moment to redesign what entry-level looks like altogether. Hannah Bowler asks the industry how they’d rewrite junior roles for the era of AI.
Hannah Bowler
Uncut with Jonathan Emmins, Founder & Global CEO of Amplify
This episode of the agency leadership series Uncut sees The Subthread sit down with Jonathan Emmins, founder and global CEO of Amplify. He unpacks what it takes to run a global creative agency that builds worlds for global brands and still feel, in Jonathan’s words, “like a kid in a sweet shop.”
Alex Zeevalkink