Weekly Digest | Sunday, 10 August

you made it to sunday!

the world’s still spinning. marketers are still marketing. your brain deserves a scroll that doesn’t rot it.
this is your sunday digest. everything you missed in marketing this week, wrapped up and ready to skim. grab a drink. get comfy. let’s pretend it’s not monday tomorrow.

- abdel khalil, brand & marketing executive

Want to know how we got 1 billion views in 1 year?

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22-23 August | Sydney, Australia | $3k for 1 person OR $5k for teams

THIS WEEK’S DEEP DIVES

Why the key to better ad performance is asking, "Would my sister give a sh*t?"

If your ad wouldn’t land in a group chat, it’s not landing anywhere. The real test of cut-through isn’t brand guidelines or clever copy, it’s whether a real human would care enough to watch...[read more]

When brand values break: What Kyte Baby taught us about misalignment and trust

You can’t preach about family and then fumble when your employee needs support. Kyte Baby became a case study in how fast people will turn on a brand when its values only exist on paper...[read more]

Meta’s AI ad tools are here, but do you really want to hand over the keys to your brand?

Sure, Meta’s AI might help you get more clicks. But it comes at the cost of control, tone, and knowing whether your brand still sounds like you...[read more]

Why I'm not eating the Dubai-chocolate-Labubu-Moonbeam slop

The algorithm is cooking the most unserious soup of the year. But if everything is a micro-trend inside a fever dream, it’s okay to tap out and sit this course out...[read more]

An article in defense of messy content in an increasingly NPC world

Content is getting too clean, too polished, and too creepy, it’s uncanny. In a landscape full of AI-generated slop, the best strategy might just be letting yourself get a little weird again...[read more]

Launching into the void: a step-by-step survival guide for new product chaos

You built the brand, got the team, nailed the strategy, and still launched into crickets. Getting attention in 2025 is brutal, but it’s not impossible if you play it right...[read more]

Not going viral yet?

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.