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This month, 5WPR had the opportunity to attend HUE Affair 2025 at New York City’s Metropolitan Pavilion, where 5W client Bask & Lather Co. was featured as an exhibitor and partner of the event. Held in honor of Black Business Month, the expo brought together diverse brands, founders, and consumers in a celebration of Black…

Public relations plays a vital role in addressing the growing demand for STEM talent in defense technology. With increasing technological complexity in national security systems and defense infrastructure, organizations face intense competition to attract qualified professionals in science, technology, engineering, and mathematics. PR professionals must develop strategic communications that showcase meaningful career opportunities while building…

Spotify is leaning all the way into fan culture with its second wave of the Fan Life campaign. This time, it’s bringing global superfans to life with stylized short films and a sharper focus on real-world rituals. From busloads of Pitbull cosplayers in suits and sunglasses to Sleep Token devotees spray-painting lawn flamingos black, Spotify’s…

Reaching Gen Z means understanding more than just their digital behavior. It requires fluency in subcultures, meme cycles, and how identity, creativity, and community intersect. Usually, with a playlist in the background. SiriusXM Media’s 2025 Real Sound of Gen Z playbook does more than outline listening habits. It offers a tactical roadmap for brands trying…

ChapStick is making a serious push to stay relevant in a crowded wellness and personal care market, and it’s starting with a social-first strategy. The legacy lip balm brand has appointed Croud and Born Social as its full-service social media agencies of record (AORs) in the U.S. The move signals a clear pivot. ChapStick wants…

Pay-per-click advertising remains one of the most direct ways to reach potential customers and generate leads. According to recent data from Google Ads, businesses make an average of $2 in revenue for every $1 spent on Google Ads. However, achieving strong returns requires careful planning, ongoing optimization, and a data-driven approach. This guide breaks down…

From Australia to Thailand, the grocery aisle is changing fast. As economic pressure and digital tools reshape buyer behavior, shoppers across APAC are more value-driven than ever. They are prioritizing price, switching retailers, and leveraging promotions to stretch their grocery budgets. A new report from YouGov, The Rise of Value Shoppers: APAC Grocery Retail Report…

Dating app fatigue is real, and Bumble is feeling it. With declining revenue, layoffs, and Gen Z losing patience with endless swipes, the company is rebranding itself around a timeless message: love is worth believing in. This article explores Bumble’s global “For the Love of Love” campaign, the product updates behind it, and what marketers…

TikTok trends can feel like a nonstop race.  They’re crucial for staying relevant, but chasing every trend that comes and goes is exhausting and doesn’t always guarantee results.  For brands targeting Gen Z, Millennials, and younger generations, blending into these customer profiles often means dedicating time and effort to jumping on—or even creating—trends. The good…

When a crisis hits your organization, every second counts. A well-structured crisis communication template acts as your roadmap through turbulent times, helping you respond quickly and effectively to protect your organization’s reputation and maintain stakeholder trust. According to a PwC Global Crisis Survey, 95% of business leaders expect their organization to face a crisis in…