In collaboration with LG2, the hardward store Canac launched an unexpected campaign based on the best-known cliche about plumbers: the famous butt crack. Canac developed a new kind of jeans called Dignity Denim. These unique pants protect the dignity of their wearers by covering up their backsides when they bend over. With this first-ever "butt-breaking" garment, the Quebec company is keeping its promise to help for real.
Principal media buying was once the preserve of TV sales teams. Now it’s powering platform revenue — and mid-market brands are getting squeezed.
Why brands need a visa to show up in culture, and how to earn it.
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A generation growing up with contradictions, co-viewing and complete control — and what that says about where culture is heading
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Brand building remains overshadowed by quick-win metrics. Perhaps it’s time for a rebrand.
CEO James Smith on how a culture of accountability and effectiveness have helped to build one of media's most trusted independents.