# LLMs.txt - Sitemap for AI content discovery # New Classic > Todays Brands Can Be Tomorrows Classics --- ## Pages - [Brand Strategy](https://newclassic.agency/index.php/brand-strategy/): Brand Strategy That Creates Classics. A brand is more than a logo. From creating new brands to repositioning global brands,... - [What We Do](https://newclassic.agency/index.php/what-we-do/): What We Do. A strong strategy is the best chance a brand or campaign has to succeed. We refine product... - [Who We Work With](https://newclassic.agency/index.php/who-we-work-with/): Whether you're a brand, a startup, agency, in house team or cultural organization - we have strategic support to help... - [Thinking](https://newclassic.agency/index.php/thinking/): Our Thinking Research, Thought Pieces & Our Weekly Newsletters - [Agencies & In-House Teams](https://newclassic.agency/index.php/agencies/): Agencies and In-House Teams. When one agency has a good idea, the whole industry benefits. That’s why we offer white-labelled... - [Startups](https://newclassic.agency/index.php/startups/): Strategy for Startups. Tomorrow’s classic brands are today’s start-ups and scale-ups. We have experience working with early stage companies to... - [Brands](https://newclassic.agency/index.php/brands/): No matter if you’re a challenger, a market leader or already a classic brand – we want to give you... - [Non-Profits & Cultural Organizations](https://newclassic.agency/index.php/non-profits-cultural-organizations/): The organizations with the greatest potential for good often have the least support. We want to help you achieve your... - [Contact](https://newclassic.agency/index.php/contact/): Get In Touch Have a challenge you need to solve? Want to talk about something you’ve seen here? Want to... - [About Us](https://newclassic.agency/index.php/about-2/): Experts, Strategists, Optimists. We are a small team of experienced strategists and specialists, with a wide network of collaborators amplified... - [New Classic Posts](https://newclassic.agency/index.php/my-blog-page/): - [Welcome](https://newclassic.agency/): New Classic is a strategic agency founded on the belief that strategy has the power to make brands and campaigns... ## Posts - [What's the Impact of 'Masculinity Influencers' on Young Men, Wrexham's Fairytale + More](https://newclassic.agency/index.php/2025/04/27/whats-the-impact-of-masculinity-influencers-on-young-men-wrexhams-fairytale-more/): What is the impact of Masculinity Influencers on Young Men, Wrexham's fairy tale + more in this issue of Sunday... - [Can Charities Share a Challenge?](https://newclassic.agency/index.php/2025/04/22/can-charities-share-a-challenge/): The icebucket challenge is back eleven years after its hey day and for a different cause. But can two charities... - [Social Media's Shift to Interest, Romantasy, Parents on Spring Break + More](https://newclassic.agency/index.php/2025/04/20/social-medias-shift-to-interest-romantasy-parents-on-spring-break-more/): Does social media still have any socializing? Can parents join the spring break party? These stories and more in this... - [Fake AI Job Applicants, How to Navigate the "Certainty Recession" + More](https://newclassic.agency/index.php/2025/04/13/fake-ai-job-applicants-how-to-navigate-the-certainty-recession-more/): How big of a risk are fake AI job applicants? How do we navigate the 'certainty recession'? These stories and... - [Tariffs and Polarization, AI Flirting Coaches, Boring Space + More](https://newclassic.agency/index.php/2025/04/06/tariffs-and-polarization-ai-flirting-coaches-boring-space-more/): Will US Tariffs Bring the Country Together? When Did Space Get Boring? These and More in This Week's Issue. - [AI's Language Limit, the Rare Natural Smile, Billboard Cats + More](https://newclassic.agency/index.php/2025/03/30/ais-language-limit-the-rare-natural-smile-billboard-cats-mores/): Is AI's largest barrier users' imagination? Can Durex make sex a game? This and more in this issue of Sunday... - [Is Our Imagination AI's Largest Barrier?](https://newclassic.agency/index.php/2025/03/29/is-our-imagination-ais-largest-barrier/): When we can make or choose anything, we often take the same thing. Is the largest barrier to AI's potential... - [SMBs Brand Moment, Eat Now - Pay Later, GenAI's Traffic Increase + More](https://newclassic.agency/index.php/2025/03/23/smbs-brand-moment-eat-now-pay-later-genais-traffic-increase-more/): Are US SMBs facing a moment where brand will need to save them? What does Klarna's DoorDash partnership mean? These... - [US SMBs Big Brand Moment](https://newclassic.agency/index.php/2025/03/18/us-small-businesses-are-facing-a-big-brand-moment/): Recent US SMB data shows a desire to increase prices to find revenue growth, but consumer confidence is still decreasing.... - [Sunday Strategy: US Tourism's Looming Crisis, the 'Mainstream Manosphere', KFC's Cult + More](https://newclassic.agency/index.php/2025/03/15/sunday-strategy-us-tourisms-looming-crisis-the-mainstream-manosphere-kfcs-cult-more/): What will happen to US tourism? How is the 'manosphere' expanding? These and more in this issue of Sunday Strategy. - [How Do You Name a Brand?](https://newclassic.agency/index.php/2025/03/09/how-do-you-name-a-brand/): Names are a core part of a brand's identity, but choosing one is often difficult. The secret to a good... - [What Do We Call OpenAI's $20k Agents? How did KFC Make Fake Games Real? + More](https://newclassic.agency/index.php/2025/03/09/what-do-we-call-openais-20k-agents-how-did-kfc-make-fake-games-real-more/): What should we call OpenAI's potential $20k AI agents? How did KFC make fake games real? These and more in... - [The Fractured Internet, RIP Skype, Chipotle Nostalgia + More](https://newclassic.agency/index.php/2025/03/02/sunday-strategy-the-fractured-internet-rip-skype-chipotle-nostalgia-more/): Is the future of the internet smaller? Goodbye Skype. These and more in this week's issue. - [AI Guidance Counselors, Late Night Brand DMs, Strategic Optimism + More](https://newclassic.agency/index.php/2025/02/23/ai-guidance-counselors-late-night-brand-dms-strategic-optimism-more/): In this issue of Sunday Strategy, we look at five stories to think about next week, including: AI Guidance Counselors,... - [A Case for Strategic Optimism in Advertising](https://newclassic.agency/index.php/2025/02/20/a-case-for-strategic-optimism-in-advertising/): A better version of the advertising industry exists all around us, it just isn't evenly distributed yet. - [Zyn's US Rise, Ketchup Nationalism + More...](https://newclassic.agency/index.php/2025/02/16/sunday-strategy-zyns-us-rise-ketchup-nationalism-more/): How did Zyn take over America? Can a missing finger make the world's most unique Valentine's Day ad? These and... - [Winning the Super Bowl Ad Game, Anti-Humanized Tech + More](https://newclassic.agency/index.php/2025/02/09/winning-the-super-bowl-ad-game-anti-humanized-tech-more/): In this issue of Super Bowl day issue of Sunday Strategy, we look at five stories to think about next... - [Has LinkedIn Become Weird or Is It Work? Walton Goggins Sells Goggles + More](https://newclassic.agency/index.php/2025/02/02/has-linkedin-become-weird-or-is-it-work-walton-goggins-sells-goggles-more/): Has LinkedIn Become Weirder or Have the Careers It Focuses on? This and more in this week's issue. - [Your Strategic Philosophy Is Your Moat](https://newclassic.agency/index.php/2025/02/01/your-strategic-philosophy-is-your-moat/): As strategists in marketing, we look down the barrel of an AI led future and have to wonder, where do... - [Designing for Robots, IKEA Brings Back the Harlem Shake + More](https://newclassic.agency/index.php/2025/01/26/designing-for-robots-ikea-brings-back-the-harlem-shake-more/): This week we look at how UX is changing based on AI, IKEA's move to bring back the Harlem Shake... - [TikTok's Departure & Legacy, Boomer Energy Drinks, AI Love + More](https://newclassic.agency/index.php/2025/01/19/tiktoks-departure-legacy-boomer-energy-drinks-ai-love-more/): Despite a short term shutdown, what does the TikTok closure tell us about its legacy? This and more in this... - [When Social Media is Neither, Cadbury's Poignant Memory Ad + More](https://newclassic.agency/index.php/2025/01/12/when-social-media-is-neither-cadburys-poignant-memory-ad-more/): What happens when social media is neither 'social' or useful 'media'? How do we fix it? This and more in... - [It's 2025 - Now What? Leaves as Media + More](https://newclassic.agency/index.php/2025/01/05/its-2025-now-what-leaves-as-media-more/): We've rung in a new year, but what are consumer attitudes for 2025? This and more in this issue. - [When Can There Be Too Much Truth in Advertising?](https://newclassic.agency/index.php/2024/06/13/when-can-there-be-too-much-truth-in-advertising/): Advances in technology and media mean that brands and advertisers are facing an unexpected consideration – being too truthful. Depending... - [AI & The Amplified Strategist](https://newclassic.agency/index.php/2024/05/13/ai-the-amplified-strategist/): Artificial intelligence looms over every industry, but marketing is a uniquely tech obsessed field. Sitting between art and science, ours... - [Mind the Self-Employment Gap](https://newclassic.agency/index.php/2024/05/05/mind-the-self-employment-gap/): As more Americans move into self-employment, the gap between consumer and SMB owner optimism becomes more important as a potential... --- # # Detailed Content ## Pages ### Brand Strategy - Published: 2025-02-26 - Modified: 2025-04-21 - URL: https://newclassic.agency/index.php/brand-strategy/ Brand Strategy That Creates Classics. A brand is more than a logo. From creating new brands to repositioning global brands, we can make your brand valuable, present and relevant today and tomorrow.  Our model breaks down the key elements to brand success, specifically crafting each before creating an integrated system that ties them together to make a classic brand. Why Classic Brands Matter Classic Brands Don't Just Exist. All successful brands are a tool for association - fostering mental and physical availability to the right moments, triggers and needs.  Brands become classics by interacting with the world around them to make stronger, wider associations.   Our Brand Creation Model Classic Brands Are Interfaces. Your brand touches everything you do and make - from your customers to investors, products, experiences and employees. It is the interface for everything internal to the wider world.   We build brands using a model which considers internal and external tensions, putting a brand position at the heart of considering your internal value with external needs & opportunities and powering interaction. BrandPositionChallengeAlliesProduct /ServiceIdentityPlatformBehaviorCompetitionOppositionExpansionAudiencesVision / MissionGrowthAudiencesValuePropositionKey AssetsCommsBarriersPrinciplesPoint ofDivergence The Components of Our Model The Elements of a Classic Brand We use eight different inputs to build brands, spanning from internal alignment to external identity and behavior.  Each is connected to the others, creating a system where a brand position sits at the center of these different forces.   Challenge + Vision / Mission A Brand Begins With a Story About What It SolvesA brand is rooted in a challenge,... --- ### What We Do - Published: 2025-02-21 - Modified: 2025-04-15 - URL: https://newclassic.agency/index.php/what-we-do/ What We Do. A strong strategy is the best chance a brand or campaign has to succeed. We refine product offerings, create brands from scratch or reposition them to be more valuable.  We create campaigns that tie together creative, media and cultural strategy to cut through and change behavior.   Brand Strategy Building Classic Brands. From creating new brands to repositioning global brands, we can help develop a strategy to make your brand more valuable, present and relevant in today's culture.   Our model breaks down the key elements to brand success, specifically crafting each before creating an integrated system that ties them together.   Find Out More. Our Brand Creation Model Brands Are Interfaces. BrandPositionChallengeAlliesProduct /ServiceIdentityPlatformBehaviorCompetitionOppositionExpansionAudiencesVision / MissionGrowthAudiencesValuePropositionKey AssetsCommsBarriersPrinciplesPoint ofDivergence We build brands using a model which considers internal and external tensions, putting a brand position as the interface between internal resources and external needs. They turn customers into supporters, employees into advocates, technology into opportunities and culture into a force for growth. Find Out More. Creative Strategy Effective Campaigns. From omni-channel campaigns to tactical activity, we can deliver a brief that enables engaging thinking and ideas. From brief creation to briefing and creative oversight, we're able to ensure that a brief identifies and delivers behavior change through creativity.   Comms / Media Strategy Show It, Don't Just Say It. Communications and media strategy considers how to capture attention and create a useful context for campaign activity - operating as your brand's body language.   Consultancy Consulting For Action.... --- ### Who We Work With - Published: 2025-02-21 - Modified: 2025-03-12 - URL: https://newclassic.agency/index.php/who-we-work-with/ Whether you're a brand, a startup, agency, in house team or cultural organization - we have strategic support to help your business grow into a classic. Who We Work With. No two businesses or briefs are the same, so we work differently based on size, scale, budget and need.  Whether you're an established brand, a start-up, an agency, cultural organization or charity, we adapt our approach based on your needs.    For Established Brands Strategic Impact at Scale. No matter if you're a challenger, a market leader or already a classic brand - we want to give you a new strategic perspective.   We balance what has driven your success to date, while taking an objective look at what's needed for the future.   Find Out More. For Start-Ups / Scale-Ups We Build Start-ups. Tomorrow's classic brands are today's start-ups and scale-ups.  We have experience working with early stage companies to ensure they the strategic support to grow and take their place as the classic brands of tomorrow.   Find Out More. For Agencies / In-House Teams Strategic Optimism for Hire. When one agency has a good idea, the whole industry benefits. That's why we offer white-labelled optimism and strategic thinking for agencies and in-house teams. Freelance strategy from DuBose or the wider team can help cover gaps, inspire teams, win pitches or answer a client brief.  Find Out More. For Non-Profits / Cultural Organizations Focused on a Positive Impact. The organizations that have the greatest potential for good often have the least support.  We believe in this potential, so we offer access to strategic support that is normally only available to enterprise clients through different working models. Find Out... --- ### Thinking - Published: 2025-02-18 - Modified: 2025-03-13 - URL: https://newclassic.agency/index.php/thinking/ Our Thinking Research, Thought Pieces & Our Weekly Newsletters --- ### Agencies & In-House Teams - Published: 2025-02-18 - Modified: 2025-03-12 - URL: https://newclassic.agency/index.php/agencies/ Agencies and In-House Teams. When one agency has a good idea, the whole industry benefits. That's why we offer white-labelled optimism and strategic thinking for agencies and in-house teams. Freelance strategy from DuBose or the wider team can help cover gaps, inspire teams, win pitches or answer a client brief.   What We Offer Strategy to Solve Any Brief. We offer freelance strategic support as a member of your team - combining an outside perspective with your agency philosophy and ways of working. We can bring a range of experience and support, through either DuBose, another member of the team or a recommendation for others we work with. Brand Strategy We can provide different experience and credibility in brand building.  From creating new brands from scratch to repositioning heritage brands, we can help develop a strategic roadmap that shows how a client’s brand can be more valuable, present and relevant in today’s culture. Our brand planning model breaks down the key elements to brand success, specifically crafting each before creating an integrated system that ties them together.  Brand strategy can be delivered as a project, time based retainer or workshops. Work can be white labelled or we can be brought in as subject matter experts in your network.    Creative Strategy Unique Thinking for Unique CreativeFrom omni-channel campaigns to tactical activity, we can help create or refine a creative strategy to deliver a brief that enables engaging thinking and ideas. From brief creation to briefing and creative oversight, we’re able... --- ### Startups - Published: 2025-02-18 - Modified: 2025-03-12 - URL: https://newclassic.agency/index.php/startups/ Strategy for Startups. Tomorrow's classic brands are today's start-ups and scale-ups. We have experience working with early stage companies to ensure they the strategic support to grow and take their place as the classic brands of tomorrow.   What We Offer Growing With You Strategically. Every start-up's journey is different, so every start-up's needs are too. We offer a range of strategic support that can adapt with your life stage, needs and current focus. From initial strategy considering audiences, product or brand identity through to GTM and campaign strategy - we can ensure you have what you need to continue scaling.   Brand Strategy Brand is the link between short term and long term success. From creating new brands from scratch to adapting your brand along your product or business life stage, we can help develop a strategic roadmap to make your organization more valuable, present and relevant in today’s culture – while continuing to grow. Our brand planning model breaks down the key elements to brand success, specifically crafting each before creating an integrated system that ties them together. We can identify what gaps exist for your brand and fill them through thinking, research and development. Brand strategy can be delivered as a full engagement or workshops.   Creative Strategy As creative capabilities increase, creative strategy is the driver of start-up marketing success.  From omni-channel launch campaigns to tactical acquisition activity or real world testing, we can help create or refine a creative strategy to deliver a brief that... --- ### Brands - Published: 2025-02-18 - Modified: 2025-03-12 - URL: https://newclassic.agency/index.php/brands/ No matter if you’re a challenger, a market leader or already a classic brand – we want to give you a new strategic perspective. Strategy for Established Brands. No matter if you're a challenger, a market leader or already a classic brand - we want to give you a new strategic perspective on how to grow.  We have experience understanding what has driven your success to date, while taking an objective look at what's needed for the future.   What We Offer A Strategic Toolkit For Growth. A brand is a link between the heritage of everything it has done previously and an intention on where it wants to go in the future. Finding this link and enabling intentional adaptation ensures that a brand will continuously grow.  We balance acknowledging what equity and assets currently exist in a brand, while keeping a forward facing perspective on how it needs to adapt to future challenges in its foundational strategy and in how it creates and executes campaigns.    Brand Strategy Brand is the most important input to long term success – when its able to adapt.  From repositioning heritage brands to adjusting growing brands and creating new spin-offs, we can help develop a strategic roadmap to make your organization more valuable, present and relevant in today’s culture. Our brand planning model breaks down the key elements to brand success, specifically crafting each before creating an integrated system that ties them together. Our process considers the totality of how a brand is perceived and used (both inside an organization and in the world), finding contradictions within a brand and areas for improvement.  Brand strategy can be... --- ### Non-Profits & Cultural Organizations - Published: 2025-02-18 - Modified: 2025-03-12 - URL: https://newclassic.agency/index.php/non-profits-cultural-organizations/ The organizations with the greatest potential for good often have the least support. We want to help you achieve your mission. Non-Profits & Cultural Organizations. The organizations that have the greatest potential for good often have the least support.  We believe in this potential, so we offer access to strategic support that is normally only available to enterprise clients through different working models. What We Offer Everything You Need to Make a Positive Impact Identifying and amplifying the potential of a non-profit, charity or cultural organization isn't one size fits all. Each organization's focus and mission changes its need.  We offer a range of services delivered in adaptable ways to fit your needs and resources. Brand Strategy Brand is the most important input to long term success and creating impact.  From creating new brands from scratch to repositioning heritage brands, we can help develop a strategic roadmap to make your organization more valuable, present and relevant in today’s culture – while achieving your mission. Our brand planning model breaks down the key elements to brand success, specifically crafting each before creating an integrated system that ties them together.  Brand strategy can be delivered as a full engagement, workshops or (uniquely for non-profits) a self-guided process.   Creative Strategy As creative capabilities increase, creative strategy is the driver of campaign effectiveness.  From omni-channel campaigns to tactical activity, we can help create or refine a creative strategy to deliver a brief that enables engaging thinking and ideas. From brief creation to briefing and creative oversight, we’re able to ensure that a brief identifies and delivers behavior change through creativity.   We can help... --- ### Contact - Published: 2021-11-02 - Modified: 2025-02-21 - URL: https://newclassic.agency/index.php/contact/ Get In Touch Have a challenge you need to solve? Want to talk about something you've seen here? Want to work together?  Send us a message below or at hello@newclassic. agency. --- ### About Us - Published: 2021-11-01 - Modified: 2025-04-22 - URL: https://newclassic.agency/index.php/about-2/ Experts, Strategists, Optimists. We are a small team of experienced strategists and specialists, with a wide network of collaborators amplified by technology.   Collective Previous Experience We've Worked Across Sectors & Markets. Across our careers, we've delivered strategy for startups to global Fortune 500 companies, across B2B and B2C. Our team's experience ranges from the private to cultural sectors consulting on creative, media, research and wider marketing.     Our Core Team Meet the Team. DuBose Cole Strategist From repositioning global brands like Reebok, to creating new brands like Mettle & Old Mutual Bank, and creative and media campaigns for TikTok, NatWest, Volvo, LG, Samsung and UNICEF - DuBose uses marketing strategy, psychology and technology to enable creativity and solve a range of problems. Linkedin Globe-americas Fionnuala O'Donnell Commercial & Project management From a background in experiential marketing, to handling events, operations and logistics for cultural organizations - Fionnuala makes ideas, events and moments real by assisting clients and organizations to plan. Linkedin Airgo Technology Platform Our technology platform Airgo is a core member of the team, delivering market intelligence, cultural insight, trend reporting and strategic inputs daily. It isn't one piece of software, but an evolving stack of different inputs, tools and platforms - all connected.   Android Our Expanded Team Meet the Network. From a cultural strategist and trend spotter in London, to a content creator in Berlin, communications specialists in Los Angeles and experienced creatives around the globe - our extended network can bring in different skills... --- ### New Classic Posts - Published: 2021-10-29 - Modified: 2025-03-08 - URL: https://newclassic.agency/index.php/my-blog-page/ --- ### Welcome - Published: 2021-10-29 - Modified: 2025-04-21 - URL: https://newclassic.agency/ New Classic is a strategic agency founded on the belief that strategy has the power to make brands and campaigns better. Today's Ideas Can Be Tomorrow's Classics. What We Believe Ideas Don't Succeed Alone. The brands and ads most likely to become classics, are the ones that people want to succeed. Strategy creates mutual support between brands and the world around them. What We Do Strategy That Makes Ideas Better. We believe strategy is as powerful as creativity and the power of strategy to make improve and inspire - is something we call 'Strategic Optimism'. We refine better product offerings, create better brands from scratch or reposition them to be more valuable. We create better campaigns that tie together creative, media and cultural strategy to cut through and change behavior. - Brand Strategy- Creative Strategy- Communications / Media Strategy- Consulting & Advisory Our Approach Thinking Amplified by Technology. Technology doesn't replace strategy, it augments it. We use technology to strengthen our inputs, refine our insights and test our implications throughout the strategic process. What's On Our Minds. Ideas are most powerful when shared, so we publish regular Airgo Intelligence reports, as well as frameworks, research and opinion pieces.   Our Recent Thoughts Who We Are Small & Optimistic. Led by DuBose Cole, who has delivered strategies for clients from startups to Fortune 500 brands - New Classic combines technology, talent and thinking to inspire better ideas in different ways for each brief. Find Out More. How We Work Bespoke For Each Brief. No two businesses or briefs are the same, so we work differently based on size, scale, budget and need.... --- ## Posts ### What's the Impact of 'Masculinity Influencers' on Young Men, Wrexham's Fairytale + More - Published: 2025-04-27 - Modified: 2025-04-27 - URL: https://newclassic.agency/index.php/2025/04/27/whats-the-impact-of-masculinity-influencers-on-young-men-wrexhams-fairytale-more/ - Categories: Newsletter What is the impact of Masculinity Influencers on Young Men, Wrexham's fairy tale + more in this issue of Sunday Strategy In this issue of Sunday Strategy, we look at four stories to think about next week, including: Considering Masculinity Influencers, A New Ice Bucket Challenge, GenZ’s ‘Lifestyle Subsidy’, AI Search Wrexham’s Fairytale. In addition, we have ads from: Slate Auto, Sonic, Chevrolet, AVIVA and Xfinity. // Five Stories of the Week: 1. ) Considering Modern Masculinity Influencers.   The Movember Institute for Men’s Health has released a new report looking at young men’s engagement and attitudes around masculinity influencers. Modern masculinity has become a booming industry in social media, as influencers espouse everything from fitness to hustle culture and stoicism to young male viewers.   Movember’s report paints a picture of masculinity that is used to motivate heavily towards self improvement and progression, but also to sell, perpetuate stereotypes and push young men to improve above all else. The study found 63% of men 16-25 watching masculinity content and influencers, with 58% feeling happy because of it, 48% saying it gave them a sense of purpose and 38% saying they bought something based on the influencer’s advice. However, this push towards progress comes at a price, as it also led to followers saying they have experienced worthlessness, nervousness and anxiety at significantly higher levels than non-followers. They’re also significantly more likely to workout while injured, take steroids, testosterone or nootropics.   The ideal of a masculine leader and provider sets a standard for young men that products can promise to more accessible. This world view was also shown to make... --- ### Can Charities Share a Challenge? - Published: 2025-04-22 - Modified: 2025-04-22 - URL: https://newclassic.agency/index.php/2025/04/22/can-charities-share-a-challenge/ - Categories: Thinking The icebucket challenge is back eleven years after its hey day and for a different cause. But can two charities share the same challenge, even after a decade? So more than ten years later, the ice bucket challenge is back - supporting mental health instead of ALS. But can it work for both? Potentially, though the wider benefit still firmly belongs to ALS. Over the last week, ice bucket challenge content has made a return in social media, 11 years after its original hey day. https://www. tiktok. com/@jamescharles/video/7495479186161782062The social media challenge, where individuals doused themselves with an ice bucket, donated to ALS research and nominated others to do the same has come back due to University of South Carolina student-run organization called MIND, (Mental Illness Needs Discussion), raising money for mental health. Can the ice bucket challenge have a comeback like Y2K fashion and https://www. youtube. com/watch? v=lPDK84UlBXEALS adopted and refined it further into a viral moment, raising $115m in 2014 alone and a reported $220m overall. In addition to its financial, a 2024 report into its long term legacy showcased an increase in awareness, research grants and government / NGO support towards the cause. The benefit of the ice bucket challenge was more than a donation, it was a new level of prominence for ALS. The cultural conversation and awareness created by it built on top of competitors and gave a continued presence for the charity. https://www. youtube. com/watch? v=DlGhuud-s4wHowever, copycats didn't share in that level of success. While adaptations had short term awareness, such as 4. 4m views of Matt Damon using toilet water for water. org, the long term impact was left to the most... --- ### Social Media's Shift to Interest, Romantasy, Parents on Spring Break + More - Published: 2025-04-20 - Modified: 2025-04-24 - URL: https://newclassic.agency/index.php/2025/04/20/social-medias-shift-to-interest-romantasy-parents-on-spring-break-more/ - Categories: Newsletter Does social media still have any socializing? Can parents join the spring break party? These stories and more in this week's issue of Sunday Strategy. In this issue of Sunday Strategy, we look at five stories to think about next week, including: Social Media’s Slip Away from Socializing, Parents on Spring Break, Romantasy Goes Experiential, AI Geo-Guessing and EV’s Existential Crisis. In addition, we have ads from: ESPN, DoorDash, BackMarket, KFC and IKEA. If you'd rather listen along, check out this week's podcast where we discuss these stories below: https://open. spotify. com/episode/1LkHhD0TvZI47V9BVwSwqI? si=OpBYEs9DRnu8lYB3Sv-Rig&nd=1&dlsi=062cf2bf74f74ecc// Five Stories of the Week: 1. ) When Social Media Loses Its Social Side As Meta’s antitrust trial kicked off this week, slides used in its opening statement confirmed something we’ve known for a while - that social networks are much less ‘social’ and much more ‘interest’ based. Data shared by the network shows that users spend 17% of time viewing content shared by friends on Facebook and 7% on Instagram. Additionally, data shared shows 55% of time on Facebook is spent consuming video content - which Meta argues is evidence that networking with friends has moved to messaging. This shift, it argues, makes its core platforms video platforms and positions YouTube and TikTok, famously video led, as its biggest competitors.   Meta’s filings are just one more signal in the shift away from a ‘social-graph’ to an interest-graph. This shift has seen social media personality Gary Vaynerchuk highlight the ability of singular videos or replies to succeed in social vs. relying on followers. A shift from engagement and content distribution over follower count, naturally changes how we see ‘social’ networks and... --- ### Fake AI Job Applicants, How to Navigate the "Certainty Recession" + More - Published: 2025-04-13 - Modified: 2025-04-14 - URL: https://newclassic.agency/index.php/2025/04/13/fake-ai-job-applicants-how-to-navigate-the-certainty-recession-more/ - Categories: Newsletter How big of a risk are fake AI job applicants? How do we navigate the 'certainty recession'? These stories and more in this week's issue of Sunday Strategy. In this issue of Sunday Strategy, we look at five stories to think about next week, including: Fake Job Seekers, The Certainty Recession, The White Lotus Effect, AI Tourism Ads and BNPL Festivals. In addition, we have ads from: Telstra, Tesco Mobile, NoBull, JC Penney and Coca-Cola. If you'd rather listen to this issue, check out our podcast below: https://open. spotify. com/episode/6fMIEifubLpNMsx1JZAdAw// Five Stories of the Week: 1. ) The Robots Are Interviewing For Our Jobs.   Remote jobs have created an unexpected risk in the form of fake employees. CNBC reports a rise in ‘deep fake’ job seekers who use AI to generate fake employment histories and interview using deep fake technology over video. Once employed, they can install malware or ransomware, steal IP or customer data. Gartner predicts by 2028, 1 in 4 job candidates will be fake, implying we’re moving from an age of AI optimised applications to AI applicants.   What will this shift mean for employment? Are we poised to see a shift towards an ‘in person’ application phase? Or are we simply in a moment where fake technology has exceeded detection technology? For today AI employees mean theft, but tomorrow do they mean another way for the ‘over employed’ to expand their jobs?   Read More Here. 2. ) Navigating the Certainty Recession.   Are we facing a recession? We’re not certain when or if we are, but the lack of any economic certainty is already having a chilling effect on consumer spending and... --- ### Tariffs and Polarization, AI Flirting Coaches, Boring Space + More - Published: 2025-04-06 - Modified: 2025-04-14 - URL: https://newclassic.agency/index.php/2025/04/06/tariffs-and-polarization-ai-flirting-coaches-boring-space-more/ - Categories: Newsletter Will US Tariffs Bring the Country Together? When Did Space Get Boring? These and More in This Week's Issue. In this issue of Sunday Strategy, we look at five stories to think about next week, including: Tariff Anxiety vs. Polarization, Robot Flirting Coaches, the Failure of Activist Marketing and Space Travel Jumping the Space Shark. In addition, we have ads from: SickKids, HR Block, Amazon, PETA and Duolingo. If you'd rather listen to this issue, check out our podcast below: https://open. spotify. com/episode/298dsm6pcXqX3WnAuJgvZE// Five Stories of the Week: 1. ) United in Anxiety, But Polarized by Politics.   While US trade tariff announcements have rattled markets and sparked outrage and fear around the globe, have we actually begun to experience the bulk of their impact yet? The tariff shock so far, has come more from estimates of $2,300 iPhones, expensive sneakers and higher grocery bills on the horizon than what is in our carts today. Fear of what's to come is amplifying uncertainty and driving consumers to brace for a punch we can’t track - causing even Reddit’s ‘Wall Street Bets’ to start discussing restraint. This anticipation is accelerating the discussion of the ‘death’ of the middle class across sectors from restaurants to cars, as well as spurring countries to discuss what free trade around the US looks like.   However, the anxiety has yet to unify how Americans see the economy and measures. Though consumer confidence has roundly declined in the run up to the tariffs, the value and long term impact of tariffs still splits on party lines. While 52% of Americans believe tariffs will do more... --- ### AI's Language Limit, the Rare Natural Smile, Billboard Cats + More - Published: 2025-03-30 - Modified: 2025-04-03 - URL: https://newclassic.agency/index.php/2025/03/30/ais-language-limit-the-rare-natural-smile-billboard-cats-mores/ - Categories: Newsletter Is AI's largest barrier users' imagination? Can Durex make sex a game? This and more in this issue of Sunday Strategy. In this issue of Sunday Strategy, we look at five stories to think about next week, including: the Imagination Limitations on AI, Similar Sectors and Different Trust, Fans & Phone Networks, AI Dependence and the Novelty of Natural Smiles. In addition, we have ads from: Dreamies, Durex, E-Trade, Etsy and Corona Cero. If you'd rather listen to this week's newsletter, check out our podcast episode below: https://open. spotify. com/episode/4MIzZrZYucEzBUSqw4hw9W? si=Mq_5zxo8QBqDzw-Gjq81rA// Five Stories of the Week: 1. ) Unlimited Potential Meets Limited Imagination.   OpenAI’s announcement of new image generation features in ChatGPT this week was quickly met with an onslaught of Studio Ghibli style anime images. What started as an attempt to make new ‘My Neighbor Totoro’ out of selfies quickly became the ‘anime-zation’ of movie stills, cultural moments and darker images. The move not only reportedly melted the company’s GPUs, it also highlighted the need for anchors in how users handle AI’s limitless potential with limited imagination.   OpenAI’s policy blocks specific artists in prompts, but allows references to studios (which is particularly sensitive in this case due to Ghibli’s director and his opinion on AI). This policy gives users enough reference to start to shrink the limitless potential of AI by all making the same thing. Human behavior has lots of examples of our similar tastes when presented with unlimited options. Highly customized products often simplify down to pre-set packages of options. Spotify has shown that when given the world’s music, we often choose the same songs until... --- ### Is Our Imagination AI's Largest Barrier? - Published: 2025-03-29 - Modified: 2025-03-30 - URL: https://newclassic.agency/index.php/2025/03/29/is-our-imagination-ais-largest-barrier/ - Categories: Thinking When we can make or choose anything, we often take the same thing. Is the largest barrier to AI's potential psychological, not technological? OpenAI’s announcement of new image generation features in ChatGPT this week was quickly met with an onslaught What started as an attempt to make new ‘My Neighbor Totoro’ out of selfies quickly became the ‘anime-zation’ of movie stills, cultural moments and darker images. The move not only reportedly melted the company’s GPUs, it also highlighted the need for anchors in how users handle AI’s limitless potential with limited imagination.   OpenAI’s policy blocks specific artists in prompts, but allows references to studios (which is particularly sensitive in this case due to Ghibli’s director and his opinion on AI). This policy gives users enough reference to start to shrink the limitless potential of AI by all making the same thing. Human behavior has lots of examples of our similar tastes when presented with unlimited options. Highly customized products often simplify down to pre-set packages of options. Spotify has shown that when given the world’s music, we often choose the same songs until heavily promoted to explore. In travel, we say we want something different, but we often go to the same destinations.    Does this indicate how we will use AI long term? Is the limitation on AI’s creative potential not technological, but psychological? Or will users’ imaginations and vocabulary develop alongside the technology - finding a day where the GPUs melt outside of creative fads? We blame AI for the looming ‘enshittification’ of content, but is it what many of us actually make when given the choice? --- ### SMBs Brand Moment, Eat Now - Pay Later, GenAI's Traffic Increase + More - Published: 2025-03-23 - Modified: 2025-03-23 - URL: https://newclassic.agency/index.php/2025/03/23/smbs-brand-moment-eat-now-pay-later-genais-traffic-increase-more/ - Categories: Newsletter Are US SMBs facing a moment where brand will need to save them? What does Klarna's DoorDash partnership mean? These and more in this issue of Sunday Strategy In this issue of Sunday Strategy, we look at five stories to think about next week, including: SMB’s looming brand moment, BNPL comes to takeaway, Gen AI’s growing website traffic, Brand Conflict and User Generated Users. In addition, we have ads from: The Iconic, Liquid Death, Heineken, IKEA and PUMA. // Five Stories of the Week: 1. ) The Moment for SMB Brand Building.   The latest data from the NFIB on small business attitudes in the US shows a looming need for SMBs to build a stronger brand. As uncertainty for SMBs continues to rise and sales expectations for the next three months fall, amidst greater trade war potential and tariffs - SMBs are increasingly planning to raise their prices.   However, the latest data from the University of Michigan's Consumer Confidence Index shows that confidence is continuing to decrease amongst a possible recession, increasing scrutiny on brands, prices and purchases. For SMBs, trying to justify a potential price rise to inflation weary and pessimistic consumers will be a challenge that may likely fall to brand effect to solve.   Read More Here. *If you are a small business looking to improve your brand, check out our recent brand framework on how to construct or audit a brand.  2. ) Eat Now, Pay Later. Buy Now, Pay Later (BNPL) brand Klarna has announced a partnership with delivery brand DoorDash in the US, allowing users to pay for takeaway food via full payments, interest free installments or deferring until payday.... --- ### US SMBs Big Brand Moment - Published: 2025-03-18 - Modified: 2025-03-19 - URL: https://newclassic.agency/index.php/2025/03/18/us-small-businesses-are-facing-a-big-brand-moment/ - Categories: Thinking - Tags: Brand, Brand Strategy, Recession, SMB Recent US SMB data shows a desire to increase prices to find revenue growth, but consumer confidence is still decreasing. Brand building for SMBs closes this gap. US Small Businesses need to deliver bigger brand value as they consider price increases amongst consumer negativity. Looking at the latest data from the NFIB survey and University of Michigan's Consumer Confidence Index, SMBs expected a sales increase post US election which hasn't come due to tariffs and a potential trade war. SMB uncertainty, which decreased post election, have increased by 21% since Dec. 2024 - back to previous levels. US SMBs are expecting rising prices to increase revenue amongst uncertainty and lower expected sales. Net SMB price increase expectations are at 29%, an increase of 36% vs. December 2024.   However, consumer confidence continues to decrease amidst recession discussions, with the consumer confidence index decreasing to 54. 9, down 26% since December 2024.   In the face of this consumer negativity, brand is going to be one major way to justify potential increases. Brand has been shown to help justify a price premium and as consumers scrutinize purchases and SMBs try to find greater value - building and investing in a strong brand is key. For the smaller companies in the market, building an outsized brand can help to unpick a way through the uncertainty they face. If you're a SMB considering how to build, refine or activate your brand, we can help. --- ### Sunday Strategy: US Tourism's Looming Crisis, the 'Mainstream Manosphere', KFC's Cult + More - Published: 2025-03-15 - Modified: 2025-03-19 - URL: https://newclassic.agency/index.php/2025/03/15/sunday-strategy-us-tourisms-looming-crisis-the-mainstream-manosphere-kfcs-cult-more/ - Categories: Newsletter What will happen to US tourism? How is the 'manosphere' expanding? These and more in this issue of Sunday Strategy. In this issue of Sunday Strategy, we look at five stories to think about next week, including: American Tourism’s Looming Crisis, Meta’s Streisand Moment, Brands Losing Their Soul, Expanding Beyond the “Manosphere” and VR in Prison. In addition, we have ads from: KFC, Duke Cannon, State Farm and Lewis Hamilton. If you'd rather listen to the issue, check out the episode of our podcast below: https://open. spotify. com/episode/3OoL4WUZnQzXVzJ6R27H2V? si=wGjqGjQ8TAeLv2_WnI2qdg // Five Stories of the Week: 1. ) American Tourism On a Cliff Edge?   Tesla sales are falling fast enough that the brand had and impromptu commercial on the White House lawn. Canadian companies are boycotting American products. European artists are cancelling US tours. As US tariffs increase, delay and change - a trade war is slowly playing out in both the treasury and in businesses around the world. It's not an easy time to be an American brand.   However, as new travel restrictions are proposed - one area that has been less prominent looks to join the fray - tourism. A December YouGov study showed that net travel intention to the US declined by 13% after Trump’s election, though amongst passport holders the net decline was 7%. Only 18% of respondents across 20 countries said they were less likely to go to the US based on the election. Though buzz and impression of the US as a destination is dropping, lower funnel intent holds steady - showing that, so far, impression and action are separate.   However, travel... --- ### How Do You Name a Brand? - Published: 2025-03-09 - Modified: 2025-03-09 - URL: https://newclassic.agency/index.php/2025/03/09/how-do-you-name-a-brand/ - Categories: Thinking Names are a core part of a brand's identity, but choosing one is often difficult. The secret to a good name is identifying the job it does for the brand. What’s In a Name? Well when it comes to brands - more than one would think.  Like every element of a successful brand, a name helps communicate something to the audience.  A name is a core part of a brand's identity and often one of its key assets. We often judge brand names based on how they feel to us. However, judging a 'good brand name' is more than a matter of taste or opinion. Like everything in a successful brand, it achieves a task.  It may be subtle, but good brand names do a job.   So if you’re a startup or naming a brand, how do you define what that job is?   Brand names tend to fall into three distinct categories, each addressing a specific challenge: descriptive, evocative or abstract.  Descriptive Names Descriptive names tell a consumer about a key element of the brand. What it is, who its from, what it does or what role it plays in your life. McDonalds. PayPal. Dropbox. Money Supermarket. American Express, DHL, Ferrari, UPS, Go Compare, Grubhub. The Container Store. They may vary in how direct they are, but each says something functional about the brand. These may be shortened to acronyms - like HSBC or IBM.   In categories with low understanding or awareness, these are a tool to drive greater knowledge when the name is introduced.  For brands with very functional positions, or where users won't understand what they do - a name can help to reinforce value.... --- ### What Do We Call OpenAI's $20k Agents? How did KFC Make Fake Games Real? + More - Published: 2025-03-09 - Modified: 2025-03-18 - URL: https://newclassic.agency/index.php/2025/03/09/what-do-we-call-openais-20k-agents-how-did-kfc-make-fake-games-real-more/ - Categories: Newsletter What should we call OpenAI's potential $20k AI agents? How did KFC make fake games real? These and more in this issue. In this ‘not in SXSW’ issue of Sunday Strategy, we look at six stories to think about next week, including: What to Call OpenAI’s new $20k agent, Profit and Progressive Advertising on IWD, Bain’s Insurgent Brands, Aberdeen’s Shift to Vowels, Costco Goes Luxury and Four Loko’s Cultural Revival or Rebrand. In addition, we have ads from: Spain’s Ministry of Equality, Farber, KFC, Helsingin Kaupunki and Old Spice. If you’d rather listen to this week’s issue, check out our podcast episode below: https://open. spotify. com/episode/4BabWQ2hw9sWv23SVnHhcp? si=mpvCzbE4T2-4qg36KymWwg // Five Stories of the Week: 1. ) As Costs Go Up, Will an “Agent” Sell?   OpenAI is rumored to be considering launching $20k / month specialized AI agents, offering services as knowledge workers with ‘PHD level’ expertise. The move is an extreme pricing jump from their current ‘pro’ tier of access, which weighs in at $200 / month. The 10x potential price increase signals the company’s search for significantly greater revenue from its technology as operating costs increase.   More so, it shows a shift in pricing as a tool vs. pricing as an agentic replacement to salaried workers. A $240k a year cost will put its agent on par with many human worker salaries. While AI will seemingly have a slight edge against a single human worker in this equation, to ensure positive price perception, OpenAI must be considering how to tell a wider story - where one equivalent salary invested in its technology can replace several humans. Whether or not ‘agent’... --- ### The Fractured Internet, RIP Skype, Chipotle Nostalgia + More - Published: 2025-03-02 - Modified: 2025-03-08 - URL: https://newclassic.agency/index.php/2025/03/02/sunday-strategy-the-fractured-internet-rip-skype-chipotle-nostalgia-more/ - Categories: Newsletter Is the future of the internet smaller? Goodbye Skype. These and more in this week's issue. In this issue of Sunday Strategy, we look at five stories to think about next week, including: The Shift to Smaller Internet, How Many Episodes Before Giving Up, AI & People Named ‘Null’, RIP Skype and the state of the Clean Energy Revolution. In addition, we have ads from: Makers Mark, ESPN, LinkedIn, Chipotle and Canva. If you'd rather listen to this week's issue, check out our podcast episode below: https://open. spotify. com/episode/7EC7AjHQcLQjorkSR0u6Zy? si=faHHzOmvTcqUFK_WH6irpQ // Five Stories of the Week: 1. ) The Future of the Internet is Small.   With distrust in large social media platforms, their owners and their content increasing - new research from Vox shows how user bases are beginning to fracture towards smaller platforms to find a greater sense of community. While larger social media platforms have historically promised connection, users are increasingly feeling like a media commodity. With 86% of social media users saying big platforms’ roles are changing and 60% say the state of social media is negative - users are increasingly equating quality community experiences with smaller platforms.   Read More Here. 2. ) How Many Episodes of Show to Watch Before You Give Up? When we have so many shows we can watch, where we ‘invest’ our time as viewers is an increasingly fraught decision. Wait for a show to ‘get good’ and it may reward you or you find out it never did. Daniel Parris’ ‘Stat Significant’ substack has tried to answer this challenge with data - looking at average... --- ### AI Guidance Counselors, Late Night Brand DMs, Strategic Optimism + More - Published: 2025-02-23 - Modified: 2025-02-25 - URL: https://newclassic.agency/index.php/2025/02/23/ai-guidance-counselors-late-night-brand-dms-strategic-optimism-more/ - Categories: Newsletter In this issue of Sunday Strategy, we look at five stories to think about next week, including: AI Guidance Counselors, Strategic Optimism for Advertising, Crisis Nostalgia, Creativity’s Rising Cost and Coca-Cola Goes Pop to Probiotics.   In addition, we have ads from: State Farm, Orkin, Persil, Tesco and IKEA. If you'd rather listen to this week's issue, check out our podcast episode below: https://open. spotify. com/episode/5uHrcDqs56ZDZk4PZ9bg6k // Five Stories of the Week: 1. ) AI Comes For Your (Old) Job.   Google Labs’ newest creative experience shows how AI can help explore personal potential in new ways. ‘Career Dreamer’ is an experience using Google Gemini and US Labor market data to help people quantify their careers and visualize what potential changes transferable experience and skills can unlock. With the increasing worry about AI’s impact on careers, Google’s move is a mixed, but well intentioned proposition in how AI can also enhance professional development.   Read More Here. 2. ) The Case for Strategic Optimism As Patreon’s recent ‘State of Create’ report puts it, creatives are looking at a ‘Dark and Golden age’ - as opportunity and obstacles increase simultaneously. However, that viewpoint can also be applied to all of advertising. Setting up New Classic, I've been thinking about where advertising is going and the role strategy should play in it. I believe there isn't just a case for strategic optimism in how we build brands, ads and the industry going forward - it's actually the most important thing to consider.... --- ### A Case for Strategic Optimism in Advertising - Published: 2025-02-20 - Modified: 2025-02-21 - URL: https://newclassic.agency/index.php/2025/02/20/a-case-for-strategic-optimism-in-advertising/ - Categories: Thinking - Tags: Agency A better version of the advertising industry exists all around us, it just isn't evenly distributed yet. Advertising has died.   This happens too frequently for a funeral to be needed. Instead, this should be an occasion for unlikely optimism: a chance that what comes next will be better, evolving to match the world it exists in and offering pride to a new generation joining it. However, we can’t sit back and assume that it will change itself for the better. We can’t just hope, we have to act so it does. Advertising’s Creative Paradox That’s because the worst characteristic of advertising is that it promises change but resists changing itself. It reincarnates with a striking similarity. It clings to business models. It demands flexibility while having a preference for rigidity. It has a habit of talking about potential, but often ignores its own or of those within it.   "Advertising reincarnates with a striking similarity. " It’s said that there is an artistic paradox, that artists always prefer their latest work at the cost of everything that came before it. Advertising is arguably the opposite. A creative paradox exists where the default is to look back in appreciation and reverence on what’s been built- while paying lip service to the future, despite rich potential to shape it. That an industry with so much creative capital often thinks in a way that inhibits genuine transformation. Individual Strategic Optimism as a Transformative Force While the shortcomings of the industry are collective - positive change is individual. It is on each of us to be optimistic in the face... --- ### Zyn's US Rise, Ketchup Nationalism + More... - Published: 2025-02-16 - Modified: 2025-02-18 - URL: https://newclassic.agency/index.php/2025/02/16/sunday-strategy-zyns-us-rise-ketchup-nationalism-more/ - Categories: Newsletter - Tags: Axe, Betclic, Hims, Reformation, RTO, Soccer, Sunday Strategy, Volkswagen, Volvo, Zyn How did Zyn take over America? Can a missing finger make the world's most unique Valentine's Day ad? These and more in this issue of Sunday Strategy. In this issue of Sunday Strategy, we look at five stories to think about next week, including: Zyn’s rise to fame, Canadian ketchup’s shift to nationalism, US Soccer’s looming moment, RTO’s next phase and Hims & Hers airing grievances. In addition, we have ads from: Reformation, Volvo, Betclic, Volkswagen and AXE.    // Five Stories of the Week:   1. ) How Zyn Conquered the American Mouth.   Zyn’s increasing ubiquity in the US may have seemed like it happened overnight, but the reality is a litany of factors have slowly contributed to ‘instant success’. The changing dynamic of social cues around tobacco usage, where the cool factor around having a cigarette or for a relatively short time, a vape, were turned against their benefactors - created a cultural landscape where Zyn’s subtle use became a benefit.   In the gap left by product use cues, Zyn-fluencers and rewards programs, as well as acceptance it may be the healthier option, have put the brand on and in many mouths. But with ubiquity comes scrutiny and the next phase of Zyn’s life cycle may be very different from what has come before it.    Read More Here. 2. ) On Ketchup and Canadian Nationalism.   US politics and tariff threats have sparked a wave of Canadian brands doubling down on national credentials. With 80% of Canadians saying they would start checking to see where items were made, brands like Kraft Heinz, Cheestrings, Kruger and others have launched a series of ads... --- ### Winning the Super Bowl Ad Game, Anti-Humanized Tech + More - Published: 2025-02-09 - Modified: 2025-02-18 - URL: https://newclassic.agency/index.php/2025/02/09/winning-the-super-bowl-ad-game-anti-humanized-tech-more/ - Categories: Newsletter In this issue of Super Bowl day issue of Sunday Strategy, we look at five stories to think about next week, including: the Game for Super Bowl Attention, the Formula for a Winning Big Game Ad, the Case Against Humanizing Technology, the Potential for Relationships as a Status Symbol and Capri Sun’s Risk with Brand Heritage. In addition, we have ads from: Mountain Dew, Squarespace, Google, Verizon and the Ordinary. // Five Stories of the Week:   1. ) The Game Outside of the Game for Super Bowl Advertisers Looking at the coverage of this year’s Super Bowl ads, you would be tempted to say there’s a renaissance in comms planning. Faced with an estimated $8m cost for a spot in the big game, brands have become innovative in how they approach the media of the game, not just what they do creatively to capture attention.   From E. L. F’s ‘The E. L. F. Time Show’, to Google (which made and placed 50 ads in each state) and Zeam’s local media focused approach, Angel Soft asking people to turn their ad into a bathroom break (no pressure), Twix creating a staring contest for gold bars or Fetch giving away $10k a second during the final two minutes - brands are competing for attention beyond the TV spot. Even Nike is returning to the game after 27 years. With so many different approaches to capturing attention, it's hard to say what comes out on top. However, while the Super Bowl... --- ### Has LinkedIn Become Weird or Is It Work? Walton Goggins Sells Goggles + More - Published: 2025-02-02 - Modified: 2025-02-18 - URL: https://newclassic.agency/index.php/2025/02/02/has-linkedin-become-weird-or-is-it-work-walton-goggins-sells-goggles-more/ - Categories: Newsletter Has LinkedIn Become Weirder or Have the Careers It Focuses on? This and more in this week's issue. In this Feb 2nd, 2025 issue of Sunday Strategy, we look at five stories to think about next week, including: Is LinkedIn Weirder or Are We, The Importance of a Strategic Philosophy, Net Zero Dads and the Existential Threat to Reddit. In addition, we have ads from: GoDaddy, Glenmorangie, Zeam, Michelob Ultra and Instacart. // Five Stories of the Week: 1. ) Has LinkedIn Changed or Has Work? LinkedIn is changing. From Coors using it as a community management tool during their latest campaign (in which typos were found in advertising to highlight a case of the ‘Mondays’), to Lumon (the fictional company from Apple TV’s ‘Severance’) taking up residence on the platform - the once stayed social network has seemingly become more varied. While some transition may come down to the exodus of Twitter / X users looking to share industry takes and network, it may also come from a changing way we integrate work and life. In an age of personal brands, side work and networking, who we are and what we do are mixing. Despite US workers being less engaged with their work (employee engagement is at a 10 year low according to Gallup) and RTO policies are becoming battlegrounds, our screens are filled with stories set in the office (from Babygirl and Industry to the aforementioned Severance). As we engage less with daily work, are we engaging more with the more extreme and exciting content around it? Has LinkedIn become weirder, or have we? Read More Here. 2. )... --- ### Your Strategic Philosophy Is Your Moat - Published: 2025-02-01 - Modified: 2025-02-21 - URL: https://newclassic.agency/index.php/2025/02/01/your-strategic-philosophy-is-your-moat/ - Categories: Thinking - Tags: Agency, Strategic Development As strategists in marketing, we look down the barrel of an AI led future and have to wonder, where do we fit into it? I wrote last year that I believe AI will help strategists get to better answers faster vs. rob us of a role and I still believe that. However, as we look at greater capabilities from models and increased reasoning, it's reasonable to wonder what defense we have against AI encroachment? What shifts the tide of automation towards being an asset, especially as more and more strategists will face self-employment as agencies consolidate towards efficiency? Your Strategic Philosophy is Your Best Asset As Sir John Hegarty once put it for creatives, 'your creative philosophy is a business essential' and this is no different for strategists. In a world where we can increasingly create anything, the reasoning behind creation is even more essential. In a world where increasing amounts of data, insight and observation are available, how these are woven into a story becomes integral to strategic success. How you uniquely see strategy and how you use it to direct the resources and development capabilities of others (both real and artificial), is what makes you indispensable. In a world of increased freelancing, project scopes, fractional work, personal brands and more – what you stand for as a strategist is part of your calling card and your product. It is your storefront and your factory. In a world of generative AI, agents and automation, a philosophy acts as a guiding principle to how... --- ### Designing for Robots, IKEA Brings Back the Harlem Shake + More - Published: 2025-01-26 - Modified: 2025-02-18 - URL: https://newclassic.agency/index.php/2025/01/26/designing-for-robots-ikea-brings-back-the-harlem-shake-more/ - Categories: Newsletter This week we look at how UX is changing based on AI, IKEA's move to bring back the Harlem Shake and more. In this issue of Sunday Strategy, we look at five stories to think about next week, including: AI & Designing Experiences for Robots, How Social Could Fix Social Media, Dynamic Movies, a Shift Towards All Agencies Being Media Agencies and the Looming War for Content Creators. In addition, we have ads from: IKEA Sweden, BWH Hotels, Australian Lamb and Texas Pete. // Five Stories of the Week: 1. ) Designing Experiences for Robots 🤖 OpenAI launched ‘Operator’ this week, adding a prominent entry to the growing list of CUAs (‘Computer-Using Agences’), alongside Google’s ‘Project Mariner’, Anthropic’s ‘Computer Use’ and others. While ‘Operator’ is still only available to ‘Pro’ subscribers, attached to a $200 / month cost, the move highlights how AI interaction is poised to change how brands create websites and interfaces.   As pointed out on LinkedIn, agents already have preferences on where they go for data (through either partnership or design), with ‘Operator’ shown to go to and buy from the top result on Bing, while Claude prefers 1-800-Flowers and Yahoo Finance. While much has been said about SEO and AI, this shows a further consideration for brands, as website design and availability will create an ‘artificial preference’ for certain offerings over others - passing this on to the users they serve.   Read More Here.   2. ) Do We Need More “Social” To Fix “Media”? Social Media isn’t in a great place at the moment. As platforms deal with changing content policies, moderation removals, bans and... --- ### TikTok's Departure & Legacy, Boomer Energy Drinks, AI Love + More - Published: 2025-01-19 - Modified: 2025-02-18 - URL: https://newclassic.agency/index.php/2025/01/19/tiktoks-departure-legacy-boomer-energy-drinks-ai-love-more/ - Categories: Newsletter Despite a short term shutdown, what does the TikTok closure tell us about its legacy? This and more in this issue. In this issue of Sunday Strategy, we look at five stories to think about next week, including: TikTok’s US Legacy, Another Word for Rebrands, Media’s Search for America and AI’s Increasing Relationship Potential. In addition, we have ads from: Young Capital, Uber, Google and Kia. // Five Stories of the Week: 1. ) TikTok Goes Away, But It’s Legacy Won’t ⏰ As of early Sunday morning, TikTok users across the US have found a new message when they log in - blocking access to the app and notifying them that it can’t be used for now. The outrage expected from the app’s 170m users has been surprisingly muted (though a funeral did occur for it in Washington Square park - bumping the space normally used for Timothee Chalamet look alike contests), perhaps due to a sense that it will be back soon. Even the app’s own dialogue ends with a message to ‘stay tuned’ as President-elect Trump has promised to work with the company to reinstate it. So TikTok’s departure may be short lived - but as it goes (even for a little while), what legacy does it leave behind? The answer is varied, from ‘TikTok refugees’ searching for a similar experience on Chinese app Xiaohongshu or ‘Red Note’ and experiencing different content moderation standards - to shifts from Meta and others in functionality. The copying of TikTok’s functionality, first to compete and now to acquire users leaving the app is perhaps its biggest legacy. You can ban TikTok, but... --- ### When Social Media is Neither, Cadbury's Poignant Memory Ad + More - Published: 2025-01-12 - Modified: 2025-02-18 - URL: https://newclassic.agency/index.php/2025/01/12/when-social-media-is-neither-cadburys-poignant-memory-ad-more/ - Categories: Newsletter What happens when social media is neither 'social' or useful 'media'? How do we fix it? This and more in this week's issue. In this issue of Sunday Strategy, we look at five stories to think about next week, including: What Happens When Social Media Isn’t Social or Media, Grand Marnier’s Search for Meaning, Manifesting on TikTok, What Happens to Trends if TikTok Shuts and Kids with Credit Scores. In addition, we have ads from: Channel 4 News, German Doner Kebab, Freshpet, Tide and Cadbury. // Five Stories From the Week:1. ) What Happens When ‘Social Media’ is Neither?   It has been claimed that the main product of social media is ‘content moderation’. Arguably, the role of a platform is to be just that, balancing intervention and curating an experience that brings users together and, as traditional platforms have claimed for years, ‘connects’ them. However, what happens when the biggest platforms amongst us, as X and now Meta have done, skew towards less moderation? What is social media when it fails to provide a scaled ‘social’ experience and can’t be used quickly as media?   The conversation around content moderation is part of a larger shift in decentralization amongst social media users. With different viewpoints on the type of content they see and the experience they want, larger platforms may currently be in an untenable place - losing share to smaller platforms such as Bluesky, Truth Social, Gab, Mastodon and others which offer more specific policies on what is allowed that are in line with a user’s specific beliefs.   Read More Here. 2. ) Can Grand Marnier Find Meaning Amongst Drinkers?... --- ### It's 2025 - Now What? Leaves as Media + More - Published: 2025-01-05 - Modified: 2025-02-18 - URL: https://newclassic.agency/index.php/2025/01/05/its-2025-now-what-leaves-as-media-more/ - Categories: Newsletter We've rung in a new year, but what are consumer attitudes for 2025? This and more in this issue. In this New Year’s issue of Sunday Strategy, we look at four stories to think about next week, including: If 2025 Will Be Our Comeback, Generation Still in Beta, the Fallacy of Output and Effort, Video Game Grief and what the UK Tradition of the Shipping forecast can teach us about culture.   In addition, we have ads from: Apple, Heineken, Bio Tissue, Crunch Fitness and Outback. // Five Stories of the Week:1. ) We’ve Survived to 2025, What Now?   The mantra for many in Hollywood was ‘Survive until 2025’, but that sentiment may be relevant beyond production - as the Guardian referred to 2024 as ‘The Year We Gave Up’. From ‘brat’ to a return of the ‘Goth’, 2024 could arguably be the year we stopped caring as much about popular culture and ourselves as we dealt with a malaise through cultural and literal trinkets. So now that we’re through, will 2025 be any different?   While traditional, this year’s New Year’s resolutions skew towards the financial and health goals. Travel bookings during the first few days of 2025 have shown a growth in ‘Destination Dupes’ (where we find cheaper versions of what we want in aspirational destinations) and fashion columns have suggested that clothes which make you feel intrepid may answer the daunting nature of another uncertain year. Perhaps if 2024 was about survival, 2025 will be the year we hustle and hack our way to something better?   Read More Here. 2. ) Welcome #GenBeta -... --- ### When Can There Be Too Much Truth in Advertising? - Published: 2024-06-13 - Modified: 2025-02-18 - URL: https://newclassic.agency/index.php/2024/06/13/when-can-there-be-too-much-truth-in-advertising/ - Categories: Thinking Advances in technology and media mean that brands and advertisers are facing an unexpected consideration – being too truthful. Depending on your view of marketing, this may seem wildly incorrect, if you view advertising as lies peddled to sell, or wildly correct, if you believe as agency McCann famously does that ads are a ‘Truth well told’. However, as data collection, algorithms and artificial intelligence get better and better about not just identifying but predicting consumer behaviour, those who market to them run the risk of sharing uncomfortable truths. Advertising has been described in simple terms by many as the ‘right message, at the right time, to the right person’, but even in this reductionist model – can we be too right? The Age of the ‘Too Right’ Ad What marketers know about consumers is increasingly more insightful than what they know about themselves or at least what they’re prepared to admit. While the times advertising has become too blunt or obtuse are legion, such as widely discussed Amazon display ads selling products consumers just purchased, we are increasingly entering an age where too smart eclipses too dumb. Eric Schmidt, former CEO of Google, famously said in 2010 that the company’s ambition was to get ‘right up to the creepy line’ and not go over. Meaning with your permission, it could use data to infer your needs and behavior before you ask – becoming so predictive and useful it is creepy.  Facebook has spent years debunking the idea that they use phones with their apps installed... --- ### AI & The Amplified Strategist - Published: 2024-05-13 - Modified: 2025-02-21 - URL: https://newclassic.agency/index.php/2024/05/13/ai-the-amplified-strategist/ - Categories: Thinking - Tags: Agency, Artificial Intelligence, Strategy Artificial intelligence looms over every industry, but marketing is a uniquely tech obsessed field. Sitting between art and science, ours is uniquely positioned to leverage and be impacted by innovation. AI is already changing how we do our day jobs beyond its natural hype.   However, marketing isn’t uniform in its roles and responsibilities and AI will impact different disciplines in different ways. So what does it mean for today’s strategists? The Impact of AI on Strategy: Change, Not Destruction For strategists and wider marketers, AI may feel as if the conversations normally seen in other industries from cleaner tech to automation have finally come for us. The feeling of being a London black cab driver as Uber launched feels strangely familiar now. However, while technology disrupts and changes, it can also create as much as it destroys. With change being inevitable, the question isn’t what we can do to stop it, but if we can stretch to seize the opportunity being created. We may feel a bit like Appalachian coal miners trying in need of a Silicon Holler style pivot, but the reality may not be as dramatic. The Superpower Fallacy Strategy, as is the more frequent belief with wider creativity, is often talked about as a superpower. When this is the case, anything that democratises access to it is a threat. As a LinkedIn post speaking about creativity and AI referenced, from the animated movie ‘The Incredibles’ – ‘When everyone is super, no one will be’. The reality though, is... --- ### Mind the Self-Employment Gap - Published: 2024-05-05 - Modified: 2025-02-18 - URL: https://newclassic.agency/index.php/2024/05/05/mind-the-self-employment-gap/ - Categories: Thinking As more Americans move into self-employment, the gap between consumer and SMB owner optimism becomes more important as a potential trap to avoid. A few minutes on social media at the moment and you’d be forgiven for thinking everyone is going into business for themselves. From going freelance, to taking side hustles public, to starting businesses - it's hard to escape news about self-employment. Some of this might be me. Having stepped back from the first company I co-founded earlier this year after moving to the US, I’ve had a clear interest in how others approach working for themselves. However, between waves of AI news, layoffs, economic uncertainty and company realignment, many organisations are in the midst of a change in how workers, work. The United States is a particularly interesting case for this transition because of attitudes towards self-employment, the reality of working for yourself here and the role companies and platforms could take to make it better. The US has a self-employment perceptual gap, where those who’ve taken the plunge experience a reality that is wildly different from those who are considering self employment. Dealing with this gap looks to become increasingly important as more of the US workforce is pushed through it in the coming years. So how do we tackle the gap to make work for ourselves, work for us?  The American Desire for Self-Employment  Americans are overwhelmingly positive about small business, ranking it higher as a positive impact on society and the country (86%) than the military (60%), religion (59%), labor unions (55%), tech companies (53%) and large corporations (29%). This positivity maintains across demographics and politics, as... ---