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From thirst traps to thought leadership, TikTok has long been the go-to platform for viral content. But a new shift is unfolding. It’s quickly becoming a trusted source of career advice for Gen Z and millennials. A recent survey conducted for Youngstown State University reveals that half of young professionals have used TikTok to get…

This month, the 5W team had the incredible opportunity to attend CultureCon 2025, the ultimate gathering for Black creatives, culture-shifters, and changemakers. Held at the Brooklyn Navy Yard, this year’s theme, “Take Space: The New Frontier,” celebrated the brilliance, innovation, and impact of Black creativity across industries, from beauty and tech to storytelling, entrepreneurship, and…

Lifestyle brand OH!SOME is tapping into the emotional power of Pixar storytelling with two new IP-driven collections inspired by Toy Story and Zootopia. The launches, which went live across Asia on 15 October 2025, underscore how character licensing can be translated into regionally resonant retail strategies. This article explores how OH!SOME’s latest drop turns beloved…

B2B marketers are producing more content than ever, but getting that content in front of the right audience remains a persistent challenge. While strategy discussions often focus on quality, consistency, and relevance, one foundational element is usually left out: authority. In a search-driven environment, visibility isn’t just about addressing a topic or following best practices.…

Public relations has become a cornerstone of success for health technology companies seeking to form and promote strategic partnerships that accelerate market adoption and build credibility. In an industry where trust, regulatory compliance, and clinical validation are non-negotiable, the ability to effectively communicate the value of collaborations can determine whether a partnership generates meaningful impact…

In an era where most travel ads chase speed, luxury, or adventure, Cathay is taking a more introspective route. The Hong Kong-based airline has launched a short film titled Slowly explore, fully inspired, a creative campaign that celebrates the connection between art and travel. Directed by Thai filmmaker Chayanop Boonprakob and starring Thai content creator…

Most marketers spend hours refining creative work under tight deadlines, but when are we actually at our best creatively? Adobe’s new study, When Is Creativity at Its Peak?, surveyed over 6,500 professionals across Asia-Pacific, Europe, and North America to uncover when people feel most inspired, where creativity flows most naturally, and how tools like AI…

Email marketing remains one of the most powerful tools for converting leads into loyal customers, but success requires more than sending occasional newsletters. A well-structured email marketing funnel guides subscribers through a carefully designed journey—from initial awareness to long-term advocacy—using targeted messaging that speaks to their needs at each stage. Building this funnel demands attention…

When a company’s reputation takes a hit, the path forward can seem insurmountable. Yet history shows us that some of the world’s most recognized brands have faced severe reputation crises and emerged stronger than before. These recovery stories offer more than just inspiration—they provide a roadmap for organizations navigating their own challenges. By examining how…

When a brand calls itself a “cult,” it better be ready to explain why. For Clean Cult, the name became the spark for a TikTok campaign that flipped sustainability marketing on its head. Instead of guilt, the brand used irony. Instead of top-down messaging, it empowered creators to co-own the story. The result? A campaign…