David Melhado of Jive Records: Brands Need to Find Artists Before Their ‘Tipping-Point’ Moment
David Melhado, co‑president of Jive Records and former UnitedMasters executive, advises brands to seek authentic partnerships with musicians before they reach a tipping‑point moment. He stresses that genuine alignment, not just financial incentives, creates campaigns that resonate with audiences. Melhado cites his work with emerging artist BigXThaPlug, whose recent album topped both rap and country charts, as proof that early collaborations can amplify cultural relevance. The interview also reveals his belief that brands showcasing foresight in talent scouting can strengthen their connection to core consumer groups.
Joe Weir and Mark Williams of That Thing on Refreshing the Abbey Road Studios Brand
London‑based brand studio That Thing, led by co‑founders Joe Weir and Mark Williams, completed a full rebrand of Abbey Road Studios, blending the studio’s historic legacy with a contemporary visual language. The refresh aims to attract younger creators and broader...
Athina Afton Lallijee of McCann on Great Creative Springing From Unlikely Situations
McCann Canada’s creative director Athina Afton Lallijee shares how her multicultural upbringing and optimism drive her work, from low‑budget Lego campaigns to socially‑focused Kids Help Phone spots. She credits diverse experiences, mentorship, and a belief that great ideas can emerge...
Mekale Jackson of Under Armour: Trust the Culture and Let the Story Lead
Mekale Jackson, senior director of global social media strategy at Under Armour, leverages his 18‑year sports‑marketing background to fuse culture and storytelling across the brand’s product lines. Recent initiatives such as the Gunna x Under Armour Wunna Run 5K series and the episodic “Full...
StoryCo Host on the Enduring Power of Narratives
James Kirkham, cultural futurist and ICONIC founder, launched the StoryCo podcast to explore why storytelling outlasts any technology. He argues that while AI can churn endless content, only narratives resonate and drive human behavior. The series examines storytelling’s roots in...