The Great Revival of the IRL Activation
Until recently, it was the norm to connect virtually to push marketing, an alternative to hosting physical events. Now we’re seeing a digital “touch grass” moment, a great creative movement away from always-online engagement and towards in-person experience, embracing the old ways of interaction before meaning was reduced to a like or follow.
Some are calling it the analogue revival. We call it about time.
Here are some of the trends we believe will make their way to marketing mainstream this year.
Why MECCA Keeps Winning the Australian Beauty Game
When American beauty brand rhode announced it would launch in Australia through Mecca, not Sephora, a few beauty insiders raised an eyebrow.
After all, in the United States rhode is sold through Sephora. So why switch retailers when launching in Australia?
Partly because Mecca understands the Australian beauty shopper better than anyone else. Even rhode founder Hailey Rhode Bieber recognised that dynamic.
That difference says a lot about the way Mecca has shaped the Australian beauty market over nearly three decades.
Why founders need to nail their narrative
The power of a great founder’s story is not just about recounting how you started; it’s about sparking connection and showing your audience why you exist, what drives you, and why they should care.
Your story is your superpower. It’s more than an origin tale—it’s a weapon for cutting through the noise.
This blog outlines 5 ways to make it unforgettable.
Victoria's Secret: Learning from the past to build a more inclusive future
VICTORIA'S SECRET'S(VS) is officially back on the runway scene with a whole new aspiration for inclusivity – but did the angels walk the walk, or were they all talk?
While there is still a long path ahead, the recent showcase of the brand’s realigned vision for diversity is certainly a step in the right direction.
One truth can be taken from VS: if a brand isn’t adapting to changing buyer preferences and behaviours, it’s dying. The Victoria’s Secret hiatus is a clear example of the repercussions that come with reluctance to change, compelling the perfectly packaged brand to transform its pink stripes, re-learn its demographic and how to speak to them, and reemerge stronger than ever.
We Are Brooklyn’s Group Director Judith Silva distils all the key takeaways of Victoria’s Secret’s runway refresh, and strips back the layers on how businesses can learn from the past to build a more inclusive future. Uncover it all in the blog below:
Building a brand 101: Unveiling the secrets behind Barbie’s marketing success
The Barbie movie marketing campaign has become a masterclass in how to build excitement for a brand. Find below our top takeaways enacted by the marketing masterminds behind the movie’s promotion, and how you can apply it to your own communications strategy moving forward.