How does a guy who eats raw cow liver become football's most loved man with zero PR? That's just one of the holes we fell down this week. Oh and there's also the movie everyone swore would flop that absolutely didn't. the rest is waiting below.

- abdel khalil, brand & marketing executive

Messi and Ronaldo needed a decade and an army of publicists to become icons. Haaland did it in a few weeks by being weird on camera and eating raw liver. The reason the internet crowned him so fast is a proper wake-up call for anyone still buying corporate polish...[read more]

Fashion girls who have never watched a full match are wearing vintage kits like couture. It is not really about football. It is about borrowing a whole culture's grit and history without ever buying the season ticket, and there is a sharp brand lesson hiding in it...[read more]

We have stopped watching the thing and started watching other people watch the thing. Sophie went twenty minutes deep into a reaction to a reaction before she caught herself. What that loop is quietly doing to how we feel things is a little unsettling...[read more]

Beige is over. After years of dressing like an anonymous hedge fund manager on a wellness retreat, people want the giant logos and clashing colours back. Why now says everything about what feels human in a world where a machine can spit out clean in one second...[read more]

The whole timeline swore Nolan's Odyssey would be a woke flop. It just logged the biggest opening of his career. The gap between what the internet screams and what people actually pay for has never looked this wide...[read more]

The marketer speaks in emotion and story. The CFO speaks in quarters and spreadsheets. Thirty years of proof that brand building works counts for nothing if you cannot say it in the language of the person holding the budget. Here is how to stop losing that room...[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.