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Spotify made a poster you're meant to rip up

Campaigns

+1

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Aug 31, 2026

Spotify made a poster you're meant to rip up

Fans have been tearing posters off walls for decades. Spotify stopped treating it as damage and built the campaign around it.

Tom Mackay
Tom Mackay
The aesthetic café had an easier brief than you think

Inspiration

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Aug 31, 2026

The aesthetic café had an easier brief than you think

The milk sachet is a harder brief than the specialty coffee bag. Rubén Fontana spent a career proving it.

Emi Cerutti
Emi Cerutti
The Weekly Rundown: How Madhappy escaped the wellness industry

The Rundown

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Aug 28, 2026

The Weekly Rundown: How Madhappy escaped the wellness industry

Also: why nobody loses a rap beef anymore, the nice things worth your August, and the positioning line that's really just two people's opinions stapled together.

Tom Mackay
Tom Mackay
The wellness industry can't sell you anything until you feel broken. Madhappy found the way around it

Deep Dive

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Aug 27, 2026

The wellness industry can't sell you anything until you feel broken. Madhappy found the way around it

Madhappy never competed with Headspace, because it was never in that market. It was in streetwear, and the mental health conversation was the reason the streetwear meant something.

Jair Lucena
Jair Lucena
Nobody loses a rap beef anymore

Deep Dive

+1

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Aug 27, 2026

Nobody loses a rap beef anymore

Kendrick won everything there was to win. Drake broke Michael Jackson's record two years later. Somewhere between the street corner and the boardroom, the industry worked out how to sell the fight instead of surviving it.

Tom Mackay
Tom Mackay
Curated list of nice things - August

Inspiration

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Aug 25, 2026

Curated list of nice things - August

Our monthly collection of objects, ideas and details we think deserve your attention.

Valentina Borroni
Valentina Borroni
Premium but accessible is two people's opinions stapled together

Agency Life

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Aug 25, 2026

Premium but accessible is two people's opinions stapled together

Every vague brief is a disagreement that got flattened before it reached you. Here's how to unflatten it in ninety seconds.

Aneley Bandelli
Aneley Bandelli
The Weekly Rundown: The psychology of gear acquisition syndrome

The Rundown

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Aug 20, 2026

The Weekly Rundown: The psychology of gear acquisition syndrome

Also: what everyone's watching women shrink again is really about, the fonts actually worth licensing this month, and the department store that treated bargain hunting as a condition to be treated.

Tom Mackay
Tom Mackay
JCPenney diagnosed off-price shopping as a form of self-harm and built a retreat to fix it

Campaigns

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Aug 19, 2026

JCPenney diagnosed off-price shopping as a form of self-harm and built a retreat to fix it

Six real shoppers, a clothing cleanse and a trust fall later, the department store makes its case for why cheap and reliable aren't the same purchase.

Tom Mackay
Tom Mackay
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Stay ahead of the brand moves that matter.
Delivered every Thursday.

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Contact Us

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