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Feb 27, 2024 | 
mediacatmagazine.co.uk | Yasmina Stitou |Alex Carapiet |Alex Diprose |Ross Negus
Or an Instagrammable OOH poster on an iconic building? The answer is never. Relevancy is everything, and while it seems founders and companies understand this, the approach is more often than not the opposite of what it should be. What even is a cult-status brand? In my almost decade-long deep dive into the world of communications and advertising as a strategist, I’ve found myself gravitating toward building passionate and cult-like brands.
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Feb 26, 2024 | 
mediacatmagazine.co.uk | Imogen Kemp-Hunt |Yasmina Stitou |Paul Greenwood |Victoria Gerstman
Brands wanting to attract younger audiences are understandably preoccupied with moving at the pace of culture. But jumping on trends can be self-defeating. If they backfire, marketers will not only appear out of touch but lacking in understanding of their own brand and its place in the world. Victoria’s Secret’s recent failed feminist ‘rebrand’ is a case in point here. Such a cynical ploy from a brand with a well-documented culture of misogyny was doomed from the outset.
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Nov 6, 2023 | 
mediacatmagazine.co.uk | Ben Kay |Yasmina Stitou |Rob Blake
The theme of masks and the extent to which we wear them made me think immediately of the following quote from As You Like It:‘All the world’s a stage, and all the men and women merely players. They have their exits and their entrances; And one man in his time plays many parts.‘We sure do play many parts, and it would be weird not to. Try reading a bedtime story to a toddler in the same way that you pitch a new account at an ad agency.
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Oct 23, 2023 | 
mediacatmagazine.co.uk | Yasmina Stitou |Zach Kemp-Hall |Natasha Randhawa |Emily Rich
It’s fair to say that we have been ensnared in a nightmare-ish cycle since the Covid-19 days in 2020 altered our lives and perspectives forever… From a global pandemic that had death and fear surrounding all of us, the 2020 stock market crash, and the tragic murder of George Floyd with its aftermath; then came a devastating explosion in Beirut, unrelenting global wildfires, a tense US election, mass shootings, dreadful winter storms and heatwaves, the Russian invasion of Ukraine, and now we...
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Oct 23, 2023 | 
mediacatmagazine.co.uk | Toru Jhaveri |Yasmina Stitou |Imogen Kemp-Hunt |Emily Rich
I’m embarrassed to admit that I spend an inordinate amount of time thinking about sunscreenOver the course of my career I’ve worked on practically every kind of skincare and haircare product — face wash, traditional Indian soaps, body wash, anti ageing moisturisers, wet wipes, shampoos, conditioners, serums, hair colours, even a hair fall solution directed at men.
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Aug 22, 2023 | 
mediacatmagazine.co.uk | Tiffany Horan |Yasmina Stitou |Natasha Randhawa |Nazli Selin Ozkan
Have you ever portrayed your life on social media in a light brighter than its reality? Many have, and it’s worth questioning why and at what cost. When smartphones emerged, their primary purpose was communication. As features multiplied, however, their role expanded. They now permeate every corner of most of our lives, influencing everything from navigation to personal relationships and our self-worth.
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Aug 21, 2023 | 
mediacatmagazine.co.uk | Yasmina Stitou |Natasha Randhawa |Hannah Campbell |Sophie Gaskill
Long lost are the times when we first faced the Covid-19 pandemic, causing a divorce between the beauty industry and the general public (a beauty industry that was pushing endless colorful eyeshadow palettes, Euphoria-inspired looks, and was just starting to tap into skincare-focused routines at the time). All of a sudden, we found ourselves at home shifting all our energy from trying to look good to feel good.
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Jul 19, 2023 | 
mediacatmagazine.co.uk | Giles Lury |Yasmina Stitou |Simran Gill |Jonathan Izzard
When was the last time you told a lie? It may well have been just a small white lie, but I wouldn’t be surprised if it was in the last 24 hours. We all lie, it’s a human truth and according to the World Economic Forum we’re lying more. We have also been introduced or re-introduced to the concept of ‘fake news’ — when false or misleading information is presented as (factual) news.
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Jul 17, 2023 | 
mediacatmagazine.co.uk | Yasmina Stitou |Jonathan Izzard |Charlotte Lam |Sam Fowler
From personal experience, I try to avoid lying as much as possible. Lying is only an option for me when I mess around with friends and family and to get out of uncomfortable situations, such as when I don’t want to hang out due to tiredness or myself not enjoying someone else’s company. FriendsContrary to what some of my peers would say about themselves, truth be told, they lie a lot. I am by no means an angel, but lying about unnecessary stuff and daily is not necessary.
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Jul 17, 2023 | 
mediacatmagazine.co.uk | Yasmina Stitou |Arnt Eriksen |Andrea Buzzi |Zoe Elmore
It’s no secret that creative careers are not the path someone might want to go through if their goal is to have a peaceful work-life balance from the get-go. However, there’s something quite addictive about working in the industry — an endless dopamine rush when you get great feedback from one of your biggest clients, you get invited to an exclusive artists-only event, or when your campaign gets nominated at Cannes Lions.
