The Beauty of Intersectionality
Consumers are actively seeking out brands that design for diversity — that is, brands that see, support and address the full context of their unique lived experiences, especially when it comes to skincare and beauty. How are brands evolving to meet consumer needs, and how can our industry take this whole-person, intersectional approach further to build trust, engagement and loyalty with audiences?
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Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
First Came the Beards, Then Came the Coffee Shops
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
Predictive ROI Is Becoming Marketing’s Most Valuable Currency
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.
