Your ATTN Please
Posts
Your ATTN Please || Wednesday, 19 February

Your ATTN Please || Wednesday, 19 February

February 19, 2025

YAP is officially 1 year old, y’all.

Yep, we’ve churned out 365 of these bad boys (proud mom moment). So, in honour of our birthday, I decided it was about time to introduce to you the team that brings you YAP every day. So scroll on down to learn who the heck we all are (or not, that’s cool, too).

In other news, TikTok (or “tic tac,” as Trump calls it) is back in U.S. app stores and SNL is celebrating their 50th—what a time to be alive!

- Charlotte, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

TikTok’s Back in U.S. App Stores, SNL Turns 50, & Cadbury Releases an Album

Hello, my hungry children. I’m here to feed you your snippets for the day. Mwah x

First! TikTok has been reinstated in US app stores.

This story gives me whiplash worse than an old carnival ride. Both Apple App and Google Play stores received official assurances that they will not be fined for facilitating access to the “technically banned” app.

If you’re unaware of the developments in the insanity of the TikTok saga, here’s a bite-sized break down: Under the Biden-approved “Protecting Americans from Foreign Adversary Controlled Applications Act,” TikTok needed to be sold by Jan 19th to a US-based owner. No sale was arranged. TikTok went dark. Then reappeared – but not in app stores.

Following his inauguration, Trump granted the platform an additional 75 days to meet the bill's requirements. Aaand here we are. I think the expectation is that Father Trump is going to swoop in and save the beloved app. However, he did refer to it as "Tic Tac" several times this week – so, you know. We’ll see.

Next! Saturday Night Live turns 50.

Brands like AllState, Capital One, Maybelline, and T-Mobile are set to show up during a Sunday night red carpet show ahead of a three-hour 50-anniversary special at Studio 8H at Rockefeller Center. To support the anniversary, advertisers are also hosting their own SNL-branded events throughout NYC – it’s the 50th season up until May.

With a brand as strong and acclaimed as SNL, why wouldn’t you spend three months celebrating a milestone like 50? I mean, I’ve done that for much less.

Lastly! Cadbury Crème Egg released a…Gooey Love Album….

You’re thinking it, I’m thinking, we’re all thinking it. Anyway. The album features ten tracks and is built upon the brand’s “How do you eat yours” campaign of last year. Written and developed by creative agency VCCP, it features songs such as “My Gooey Boo” and “Tame This Wild Egg.”

Love the rogue creativity, but something tells me this album won’t be part of my regular rotation. Either way, have a listen and see what you think.

That’s all folks x

-Sophie, Writer

DEEP DIVE

The Rebranding of Addison Rae

Don’t know about y’all but I’ve been singing "High Fashion" ALL WEEKEND.

I’m not even usually a pop girl. But there’s something about Addison Rae's rise to cool that needs to be studied.

Once upon a time in TikTok, Addison Rae was just another influencer. One of the apps’ earliest success stories, her rise to fame consisted of quick-hit lip syncs and dances with others in the space Charli D’Amelio. Famous, yes. Fun? Absolutely. And that’s about as far as her impact went.

However, over the last year, Addison Rae has done what so many social media stars fail to do. She’s pulled a full 180, successfully rebranding herself into an actual Hollywood It-Girl. And that pivot is nothing short of genius. So, let’s break it down.

Social media stardom is a double-edged sword.

The same platform that made you famous can churn you out into yesterday’s news quicker than you can say Renegade. The influencer-to-obscurity pipeline is real. And Addison Rae was dangerously close to becoming a casualty.

Her 2021 Netflix rom-com He’s All That was widely panned, painting her as just another TikToker trying (and failing) to break into Hollywood. But instead of fading into irrelevance, she made a sharp left turn.

Rather than chasing every mainstream opportunity thrown her way, it appears Addison pivoted towards more curated projects.

Hey role in Eli Roth’s Thanksgiving was an unexpected but strategic move that’s put her in an entirely new lane. And now, with a role in The Sweet East and an upcoming film with Lena Dunham, she’s inching her way into indie cred—a crucial ingredient for any pop star-to-actor pipeline.

We all love an underdog. Addison trading in high-gloss, teen-movie aesthetics for roles that have an air of artistic credibility is the most effortless rise to it-girl I didn’t know I needed.

A24, the official stamp of “cool” in film has embraced her. And that association alone shifts her image from “TikTok starlet” to “serious actress in the making.” It’s the same playbook Zendaya and Timothée Chalamet used, and it’s working for Addison, too.

High fashion has a way of anointing the next generation of icons.

Once Addison started sitting front row at Versace and walking runways, it became clear that the industry no longer saw her as just a social media influencer. She’s graced the covers of Elle, Wonderland, and CR Fashion Book, all of which signal a transition from viral sensation to legitimate star.

When brands like Gucci and Saint Laurent put her in campaigns, they sent the message that she’s not an internet personality. She’s a cultural figure. But wait, there’s more.

We love a multi-faceted girly. Addison has quietly and gracefully taken over the pop space over the last three years. And she’s hit the holy trinity: “Diet Pepsi”, “Aquamarine” and now “High Fashion” are three certified bangers that have solidified her place as the sultry pop princess we’ve come to know and love.

With co-signs from hyperpop legends like Charli XCX, she’s carved out a niche that oozes pop in a way that we haven’t seen since Britney. With the release of “High Fashion”, Addison is doubling down on the music industry—and people are finally taking her seriously. Because, well, it’s good.

And it’s more than a song. It’s a statement.

Everything about its release has been carefully crafted to align with her new image. The visuals, the styling, the sound—it’s all Addison Rae 2.0. And I freaking love her. This isn’t a TikToker dropping a track for fun. This is an artist making a calculated move into the pop landscape, proving she belongs in the conversation.

My takeaways from this majorly iconic rebrand?

Know when to pivot. If your first mainstream success flops, pick yourself up and try again. Only from a different, unexpected angle.
Curate, don’t chase. Not every opportunity is worth taking. Saying yes to everything dilutes credibility. Selectivity is power.
Everyone loves a redemption arc. Reinventing yourself after a stumble makes people root for you.
Build authenticity. Align with cultural tastemakers who can vouch for your cool factor.

Addison Rae’s glow-up from TikTok darling to rising pop star proves that reinvention is possible—but only if done right.

By making smart, unexpected choices and embracing cultural credibility over viral relevance, she’s managed to turn skepticism into stardom. She’s a brand, a musician, and a case study in how to play the long game.

-Sophie, Writer

THE YAP TEAM

Who the Heck Are We?

You hear from us every day, so here’s the rundown on the team behind YAP:

Hey, I’m Stanley, the genius (or idiot, depending on the day) who thought starting this newsletter was a great idea. (Apparently, I enjoy setting money on fire every month.) I’m the founder of The Attention Seeker, and alongside my wife Claire, we’ve built this little empire filled with insanely talented humans who somehow put up with me.

Together, we spend our days figuring out how to make brands unmissable. In this newsletter, I share the real strategies we’ve used, both the ones that worked and the ones that flopped, on ourselves and our clients. No fluff, no theory, just what actually drives attention and builds brands.

Hey, I'm Charlotte, YAP editor-in-chief. As a former world-travelling teacher-turned-copywriter-turned-newsletter operator, you could say I'm always looking for a new way to challenge myself. Through building YAP over the last year, one of the biggest things I've learned is that it's not that serious. Just try sh*t and if it doesn't work, try something else.

When I'm not busy convincing my team to go along with another one of my crazy ideas, you can find me swimming at the beach, snuggling my emotional support cats, or wrangling my two sassy daughters.

Hey, I’m Sophie. But that’s what my mother calls me (when I’m in trouble). You guys can just call me soph. If you’ve been here for a while, you’ll know that I’ve been writing my little heart out for this newsletter every single day since its inception. You’ll also know that I’m fluent in sarcasm, cynicism, and cheek.

Writing has always been one of the great loves of my life. Being the writer for YAP has allowed me to deepen that love even more so, and honestly, I couldn’t be prouder of this (giant) body of work I’ve crafted. I hope you’ve enjoyed it, too.

hey, i’m abdel, part of the yap team and mr. yap podcast. i do a bit of everything: trend plug, all the graphics (the good, the bad, and the ugly), and the backend stuff that keeps things running. basically, if something looks slightly off, i probably made it!

fun fact: my first day at the office was the first day of the newsletter, so we’ve been winging it together since day one. chronically online but in a productive way (mostly). the office’s little bro (at big 23 years old). outside of work, i’m into football, screenprinting, and world-building. i might sound monotone, but i swear there’s a soul in here somewhere.

Heya! I'm Devin, a journalist, copywriter and frequent YAP contributor! Everyone's got a story! Mine's all about telling stories that reshape the world and leave it a bit brighter - no matter how bawdy, bizarre or a bit dumb they are!

Whether I'm giving you hot marketing tips, writing music reviews or un-laming LinkedIn as a personal brand ghostwriter, people make my work and my work's all about people! When I'm not slapping words into a keyboard, you'll find me smacking a drum kit and filling my life with music, nature, fur babies and family. 💜

Hello, I'm Maggie. I used to be a teacher. I used to be a gardener before that. And before that I was a barista. Now, I'm a writer. You'll find me contributing to YAP amongst my ocean trinkets; doing my best to deliver the marketing-related articles you want to read.

When I'm not writing I'm: swimmingwalkingsunbathingcookinggardeningsleepingplayingwithmydogseatingyummyfooddoingpilatesaaaaandhangingoutwithmylovedones.

TREND PLUG

Don’t Get Caught in the Photo

This trend comes from @hollyn1chol on TikTok and is set to "Zorba the Greek" by Kostas Papadopoulos, aka the most stressful song to exist.

The trend is simple. One person stands blindfolded in the middle of the room, snapping random photos while everyone else scrambles to stay out of frame. When the music stops, the photos get revealed, exposing who actually has fast reflexes and who just thought they were moving fast.

Friend groups, coworkers, and even full classrooms are playing, turning this trend into a mix of pure chaos and social survival. The best ones have people diving behind furniture, hitting Matrix-style dodges, or just accepting their fate with a dramatic pose.

How you can jump on this trend:

Use the sound and start snapping. On the beat drop, reveal your masterpieces, aka the blurry, mid-motion photos that prove some people were just never meant to be stealthy. The messier, the better.

-Abdel, Social Media Coordinator

FOR THE GROUP CHAT

😲WTF: Delta plan CRASHES at Toronto airport
✨Daily inspo: hopecore done right
😊Soooo satisfying: Balloon popping in SLOW MO
🍝What you should make for dinner tonight: Cheesy Chicken Bacon Ranch Pasta