Let’s catch you up on the smartest, weirdest, and most useful marketing moments from the week.

This week is all about what's been lost and who's bringing it back. From impossible male beauty standards and Charli XCX growing up with her audience, to the hidden tax you've always paid, why your feed romanticises cruelty, how a heartbreaking film score became a cookie soundtrack, and where all the sex in advertising went.

- abdel khalil, brand & marketing executive

For years the impossible body standard was aimed almost entirely at women. Menswear just quietly changed that, and the new male ideal now splits into two extremes you cannot reach without a pharmacy. Sophie unpacks who profits when men finally feel the same pressure, and the wide open lane it leaves for brands who market to the healthy middle instead...[read more]

Charli XCX built a whole era telling you to stay out late, then dropped a single that gently admits the party moved indoors. It looks like a vibe shift. It is actually a masterclass in growing up alongside your audience instead of freezing them in a version of themselves they already left behind...[read more]

This one is not about paying more for a pink razor. It is about a quieter tax that turned simply getting older into a visible failure you are expected to fix. Sophie makes the case for why opting out feels almost impossible now, and the brands that could win by being the ones to finally lower the volume...[read more]

You do not even have to watch the show anymore, the clips find you anyway. And the ones that travel are never the sweet moments, they are the cruelty. Sophie digs into why we have quietly become addicted to watching strangers fall apart, and what that trains our feeds to keep rewarding...[read more]

That sad saxophone sound all over your feed is not a generic vibe. It is the score from one of the most devastating scenes in Black film history, now soundtracking broken nails and burnt cookies. Sophie explains how fast the internet strips the meaning out of anything it touches, and why brands should think twice before borrowing it...[read more]

Old adverts were unhinged, provocative, impossible to ignore, and then the whole feed turned to corporate vanilla. The easy answer is a puritan backlash, and Sophie says that answer is wrong. She traces where the edge actually went, and makes the case that making people feel something real is the last open lane left...[read more]

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.