STRATEGY | What About Mkt

Hermès Marks A Turning Point In How Premium Brands Talk To Audiences

Hermès tapped Jacquemus filmmaker Scottie Cameron for three new ads, signalling a shift toward a warmer, more playful kind of luxury.

The Future of Media Is Being Built on YouTube, and Here’s Why

What if the next great media empire doesn’t launch with a homepage, but with a YouTube channel?

Human Hands, Machine Speed and The New Era of Content Creation

A human-driven, AI-assisted playbook might redefine creativity, discovery, and trust in the next era of content, and here’s how.

Gen Z is Loyal to the Trend, Not the Logo. How to Keep Up With The Hype Cycle?

Gen Z is trading decade-long allegiances for viral products, and brands have a short window to turn the buzz into a relationship.

How Dogs Became Louis Vuitton’s New Emotional Language

Inside Louis Vuitton’s spring campaign that turned man’s best friend into luxury’s most powerful storytelling tool.

CeraVe and the NBA Show the Unexpected Advantage of Mixing Markets

What seems like an unusual pairing between skincare and sport reveals a deeper understanding of culture, audience, and authenticity.

How IKEA Rewired Its Storytelling to Turn Your Emotions into Sales

In its new campaign “Wherever Life Goes”, IKEA builds “emotional furniture” by shifting from selling furniture to narrating life to drive emotional connection.

The Black Friday Is Quietly Taking Over and Here’s How to Keep Up

As the extended Black Friday season expands into a month-long phenomenon, brands scramble to balance discounts and results.

Netflix and Spotify are Bringing a Streaming Shift That Brands Can’t Ignore

Netflix will begin hosting a first wave of 16 Spotify and Ringer video podcasts in early 2026, starting in the U.S. and expanding globally later in the year.