The 2010 FIFA World Cup in South Africa produced unforgettable football moments. But one of the tournament's biggest marketing stories had nothing to do with what ha…
Few rivalries illustrate the power of ambush marketing better than the battle between Nike and Reebok during the 1992 and 1996 Olympic Games. Although Reebok had pai…
Anthropic's new film, "Hard Questions," extends its "Keep Thinking" platform.
Instead of celebrating what AI can do, the film asks people to question what AI should be allowed …
Every brand strategy deck now has a slide on cultural relevance. Fewer brands can explain what that phrase actually means once the deck closes and the campaign goes live.
Cultu…
Walk into a pet clinic in Bengaluru, Mumbai, or Delhi on a Saturday morning, and you will likely have to wait. Not because there are no vets in the city, but because there are not…
Something crossed my feed this week that made me stop scrolling and open a spreadsheet, which is usually how these things start for me.
I write this partly as a brand strategis…
A Cast Nobody Expected
When Nike unveiled its 2026 FIFA World Cup campaign, the first reaction wasn't admiration. It was confusion. Kim Kardashian? In a football commercial? Th…
The 2026 FIFA World Cup kicks off in days. Sponsors have spent months unveiling kits, mascots, mini-balls and immersive fan zones. But the cleverest activation in the entire build…
Every brand wants a piece of the World Cup. Most reach for the obvious: a star footballer, a stadium-sized stunt, a jersey tie-in.
IKEA Canada looked at the same opportunity an…
On a Thursday morning in May 2026, somewhere in a Toronto agency office, a strategist refreshed a browser tab for the fourth time that hour. The number on screen kept moving, and …
How Heinz and Heineken turned a fridge habit into a World Cup talking point
Some brand collaborations need a brief, a deck, and six months of legal review before anyone agrees …
How Guinness turned a stadium seating problem into one of the World Cup's smartest pieces of marketing
There's a particular kind of misery known to every fan who has ever paid …
Open any premium pet food bag today, and the front panel screams "protein". Real chicken. Grass-fed lamb. Wild-caught salmon. Nobody puts the antioxidant blend on the front of the…
For years, the Indian pet industry has run on one assumption: the dog owns the home, and the cat is an afterthought. Walk into any pet store in Bengaluru, Mumbai or Delhi, and the…
