THE CHALLENGE
Cult are a tech disruptor, here to change perceptions from wine as just a drink, to an easy, appealing and credible investment.
THE RESPONSE
We shifted from acting like a start-up disruptor in an old category to a confident leader in a new one, with a cut-through tone, stand-out aesthetic and bold messaging.
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.