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Being a K-pop fan means you are used to the contrast: flawless stage visuals, then the behind-the-scenes reality of rehearsal rooms, tight schedules, and constant pressure. That “pretty, but exhausting” gap is exactly where Sunsilk is choosing to meet people. In its latest global push, Unilever’s Sunsilk has teamed up with BABYMONSTER for a campaign…

Renault Group has appointed Paul Michon as corporate communications director, effective September 1, placing a former Kering communications executive in charge of a role that sits close to financial media, executive positioning, and institutional stakeholders. The appointment is a modest but telling move for a carmaker that is still explaining its technology, electrification, governance, and…

Integral Ad Science (IAS) says mobile web display has become the biggest source of media quality risk, even as overall media quality improved across 2025. The company detailed the findings in its annual Media Quality Report. Mobile web display now sits at the uncomfortable intersection of scale and fragility: it represents a large share of…

Travel content usually glorifies the destination, but the part people actually remember (and complain about) is often the in-between: the hotel that feels like a reset button when your routine disappears. That is the feeling Hilton is trying to bottle with the next chapter of its Deepika Padukone partnership, framed around the idea that a…

Shark content hits different when it is not just “look how close I got,” but “look how much we still don’t know.” That mix of awe, fear, and respect is exactly why Shark Awareness Day keeps resurfacing online, and why underwater creators keep filming even when the audience at the surface only sees a fin…

Heinz knows the real risk of fried chicken nights is not the calories. It’s the moment you realize the sauce drop is already mid-air and your sofa is directly in its path. In Italy, the brand is leaning into that very specific comfort-food behavior to promote its new Spicy Chicken Sauce and Fish & Chips…

Heinz is tapping into a very specific World Cup ritual: the instant recognition of a ref flashing yellow or red. It is one of those universal signals that travels across highlight clips, group chats, and social feeds, even if you are only half-watching the match. But instead of using the card as a “you’re in…

AI has made generic content cheaper, faster, and less defensible. The content calendar was built for a market where publishing more often could still create an advantage. That market is fading. The better operating model is a proof library. Not a folder of case studies. Not a polished resource center. A proof library is the…

Anthropic is using its latest brand film to make a careful argument about AI: uncertainty is not a weakness in the category, it is the condition every serious AI brand now has to market through. The new film, Hard Questions, was created with Mother as part of Anthropic’s Keep Thinking campaign. It opens from a…

Gymshark did not invent the brand ambassador. What it built instead is a pipeline: a structured, three-tier path that turns a random creator posting a gym selfie into a long-term partner who co-designs product lines. That pipeline is why Gymshark still leans on creators more than a decade after Ben Francis started sending free hoodies…