The Consumer Sitting Across the Boardroom Table Is Changing
There is a new person sitting across every boardroom table. We don't always see them. They are not carrying board paper. They don't attend the product meeting. They are rarely…
What Is This Ad For? The Brief Nobody Writes, and the Budget That Pays for It
The complaint arrives in almost identical wording from marketers in Dhaka, Delhi, Manila and Milan. Paid media used to work. Now the same budget buys fewer customers than it did…
Why Brands Sell an Era Their Customers Never Lived In
Kate Bush released Running Up That Hill in 1985. In the summer of 2022, after the song appeared in an episode of Stranger Things, it became one of the most-played…
The Cost of Being Heard: Why Sending More Messages Makes Customers Listen Less
Start with the detail that should trouble anyone who works in this business. When CSG surveyed consumers about brand communication last year, 59 percent said they had deleted something genuinely…
When 41% of LinkedIn Sounds the Same
Start with the detail that tells you everything. When LinkedIn published a post about its efforts to fight low-quality AI content on the platform, the detection firm Pangram ran the…
Two Readers, One Page: Writing for the Customer and the Algorithm at the Same Time
Take a jacket. A copywriter describes the morning it was made for, the walk to the station in a wet October, the particular relief of a hood that actually works.…
Do It Again: Why Repeating a Campaign Beats Launching a New One
Every marketer believes in wear-out. The idea is intuitive enough that it rarely gets examined: run an advertisement long enough and people stop noticing it, so you retire the thing…
The Human Brand: Why Emotion Beats Promotion
We are surrounded by lots of advertisements and discounts every day. The thing that really matters is how people feel about a brand. People usually do not remember what a…
Community as a Marketing Channel
GYMSHARK, SEPHORA, AND NOTION BUILT THEMSELVES ON BELONGING RATHER THAN AD BUDGETS. AS THE COST OF BUYING ATTENTION CLIMBS AND TRUST IN ADVERTISING FALLS, MORE BRANDS ARE TREATING COMMUNITY AS…
The Rebrand Gamble
Jaguar sold 49 cars in a month. Cracker Barrel lost 100 million dollars in a week. X erased one of the most recognised names on the internet. Companies keep betting…
Bigger, Cheaper, or More Capable: The Ad Groups Diverge
Laura Higgins runs brand and innovation at Dollar Shave Club. She spent years at Procter & Gamble, which is to say she knows exactly what an agency is for. Asked…
The Collab Economy: Why Every Brand Suddenly Wants to Wear Another Brand’s Logo
Coca-Cola is selling Crocs, Nike is co-branding with Kim Kardashian, and Louis Vuitton opened 2025 by reviving a twenty-year-old partnership. Behind the strange pairings sits a trade that has become…
China Maxxing – Why Shein, Temu, and TikTok Stopped Hiding Their Chinese Roots
For a decade, Chinese brands chased global success by hiding where they came from. Now Shein’s reclusive founder is thanking his suppliers on a Chinese stage, Americans are flocking to…
From presence to dominance: de-risking Bangladesh’s next digital advertising growth curve
Bangladesh's digital advertising market has outgrown the credit it's been given. At Roar Global, we've spent the past year advocating for it. Now we're pushing for its next stage of…
In Praise of the Unhinged — The strategic case for weird in an age of infinite feeds
Liquid Death sells water like a heavy-metal album. Duolingo killed its own mascot. In an internet too crowded to notice the safe, calculated strangeness has become a serious growth strategy,…
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