To promote season 2 of HBO's House of the Dragon, Giant Spoon launched an integrated campaign that brought the tension and chaos from the world of the show into our world. Under the platform of “Raise Your Banners,” they drew lines of division between Team Black and Team Green across pop culture and created a call to action leading up to the Season 2 premiere. The campaign crescendoed with a 270-foot inflatable dragon atop the Empire State Building in New York City.
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.