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LVMH is spending $300 million a year on sports — but it’s not just advertising. Today’s newsletter breaks down how the luxury giant is creatively rewriting the industry’s sponsorship rules.(Christian Horner and Bernard Arnault via Mark Thompson/Getty Images)McLaren’s Lando Norris won the Formula 1 Monaco Grand Prix in May, but LVMH CEO Bernard Arnault stole…

FIFA just turned its own streaming experiment into a global home by letting DAZN drive—proof that in 2025 the smartest play is partnership, not going it alone. >>>>> A guy with a scarf is now on Substack (Free and Paid) – SUBSCRIBE! <<<<<< 1. A quick rewind On 14 June FIFA and DAZN revealed a…

THE CREATOR GAP We’ve all sat through the same old panels telling us “just give creators creative freedom” for the fifth year running. So for my Born Social Mandated Cannes Wrap-Up Post* I’m skipping the platitudes and digging into a few of the spicier threads that carried more nuance, more debate, more tension. The first…

Another Cannes Lions has come and gone. The rosé flowed, the sun scorched, and the Croisette pulsed with energy. But beneath the glitz and glamour, the schism that’s been building for over a decade can no longer be glossed over. There are now firmly two Cannes—the one inside the Palais and the other one in…

Continuing with the Cannes series here’s a closer look at point #3: 𝗧𝗵𝗲 𝗡𝗲𝘅𝘁 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗙𝗿𝗼𝗻𝘁𝗶𝗲𝗿: 𝗥𝗲𝘁𝗮𝗶𝗹, 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 & 𝗧𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗖𝗼𝗻𝘃𝗲𝗿𝗴𝗲 Until now, Retail Media and traditional (digital and offline) media have operated in silos. Retail Media built its reputation on precision performance using first-party data and attribution to drive sales. Meanwhile, TV and…

AI is eating its sources. This graph is alarming for both supply (content creators) and demand (AI engines). Is the economic model of the internet collapsing? Let me try to break down what’s happening. Search engines scraped website content (supply) and paid back in traffic (demand). It was a working trade-off: traffic in exchange for…

As ads get cheaper, and more effective, it’s creating an opening for a new generation of fashion start-ups. Many new brands have leaned towards building a following through their own social media content because paid ads were too expensive, especially when customers who click on them often fail to return. Now, performance marketing is a…