160over90

We're excited to announce we have been appointed the cultural marketing agency partner for the 2025 World Aquatics Championships taking place in Singapore! We're proud of the global team effort behind this win and look forward to developing a new brand visual identity that will be supported across an integrated campaign spanning social and digital content, paid media, experiential services, KOL, PR and communications. Amy Chong, director of communications, marketing and sponsorship for World Aquatics Championships - Singapore 2025, expressed her excitement about the partnership telling Campaign Asia-Pacific, “The World Aquatics Championships Singapore 2025, and its Masters Championships edition, is going to be a milestone occasion for all Singaporeans. We cannot wait to showcase the best of Singapore to the global audience and generate enthusiasm for everyone to participate and witness the event. We’re confident that 160over90, backed by the power of the Endeavor network, will help us deliver a championships to remember.”   Our President Ed Horne added, “We’re honoured to be delivering a full-scope cultural marketing strategy for the 2025 World Aquatics in Singapore. Our team across the globe has extensive experience working with high-profile sports organisations and federations, and we’re excited to bring this renowned event to life for audiences both in Singapore and online around the world.” Check out the full story: https://lnkd.in/d3XGR47m #CultureMovesUs

Welcome to Strat Chat vol. 5! Here are some highlights from our internal newsletter, designed to engage the team with newsworthy and culture-driven topics. Which topic caught your eye this week? Let’s talk about it! Drop a comment. This Woman Is Democratizing The Beauty Supply Store Retail System: Black consumers account for 11.1% of global beauty sales, but Black-owned brands generate only 2.5%. Leslie Roberson created Black Beauty Collective (BBC), an online marketplace for beauty and wellness brands from diverse founders. For $100 monthly, brands can sell on BBC and keep 100% of sales after taxes and fees. Supporting these brands impacts their profitability. (via Essence.com) Does The Concert Experience Lie In Our Phones?: Phone policing at concerts is high this year. Summer concertgoers often record performances, but Fantasia criticized this trend at her Detroit show, saying it detracts from the experience and urged fans to “take their picture and put it away.” Busta Rhymes and Nicki Minaj echoed this sentiment, reprimanding phone users. While it's tempting to record, fans should heed this advice and immerse in the live experience. (via Complex.com) Apple Celebrates Young, Hopeful Athletes Ahead of the Olympics: "2036 Hopefuls," an Apple campaign for the iPhone 15 Pro Max, features photos of young aspiring athletes strategically launched in anticipation of the Paris Olympics. The campaign showcases the talents of children from various sports, including skateboarding, gymnastics, para-basketball, and table tennis—all under the age of 10—who are distinguished by their exceptional skills and passion. The images capture these young athletes in action, where it all starts. (via AdAge.com) The Pink Tax Is Unfair, Gender-Neutraility Solidifies Inclusivity For Brands: The Pink Tax requires women to pay more for similar products than men. Brands should adopt gender-neutral pricing. Black women are particularly impacted by a 35% wage gap compared to 29% for Black men, 25.9% for white women, and 17.4% for white men. Consumers and the LGBTQ community are uniting against this unfair practice. Brands should create gender-neutral products and focus on inclusivity to help eliminate the pink tax. (via BlackEnterprise.com) Brands Are Scared Of Gen Z Humor: In 2024, with serious issues on the frontline, people seek humor. Brands targeting Gen Z find it challenging to cater to their complex, absurdist humor. This social media-driven generation craves less serious content and edgier humor. Some brands have succeeded, like the Super Bowl ad where 4 million viewers watched a Pop Tart go into a giant toaster. Brands should hire funny creatives to balance serious news with humor. (via AdAge.com) (Images sourced via: Essence, Billboard, Black Enterprise, AdAge)

Before heading into the weekend, here’s what’s “Top of Mind” for me this week in industry news: Read: The MLB season is in full swing but exhibition barnstorming baseball team the Savannah Bananas are filling ballparks across the country with their entertainment-driven game experiences. https://lnkd.in/eqcjSwSu Think: It’s been 50 years since the Rubik’s Cube’s creation and parent company Spin Master is looking at its potential for the next 50 and beyond. How long until we see competitive speed cubing as an official Olympic sport? https://lnkd.in/eanWQ_fY Know: Outside of the Games itself, the IOC is helping Paris put a spotlight on its culinary attractions. Excited to see this work from our colleagues and official hospitality partner On Location when I head to Paris next week. https://lnkd.in/etEmrkNR

I'm excited to share that our Anthem Video for UC San Diego has taken home GOLD at the CASE Circle of Excellence Awards this year. The Council for Advancement and Support of Education (CASE) Circle of Excellence Awards showcase outstanding work in advancement services, alumni relations, communications, fundraising, and marketing within higher education. UC San Diego is a world-class public research institution driven by a distinct, collective passion for discovery. Through the beautiful cinematography and camera movement, our video captures a sense of urgency among their students, researchers, and changemakers to get out there, explore the unknown, and follow their curiosity to unexpected places. Congratulations to the UC San Diego and 160over90 teams who contributed to this award-winning work! #CASECOE #branding

#NYFW is all about unexpected collabs and popping up in new places 🎉. From runway surprises to epic pop-ups, brands are making these iconic weeks more dynamic. Ready to make your mark? Find your style and strut your stuff at the next Fashion Week. #TheDeepEnd #CultureMovesUs

"Big ideas are great, and necessary. But since every consumer‘s attention is now fragmented between individual media consumption channels, the media perspective is now more important than ever. How and where are individuals consuming the big idea? Media can help creative find the best way to get that idea across in the end user’s channels." SVP and Director of Media Services Christopher Ebmeyer writes about the power of the "united media-and-creative effect" for The Drum. Check out the full piece here: https://lnkd.in/eHYzPE8i

Texas Tech University revealed its first comprehensive word mark update in nearly two decades! As a small part of this exciting process, we’re #obsessed. The fresh word mark, combined with the iconic Double T, strikes a perfect balance between tradition and modernity. It encapsulates Texas Tech’s essence, honoring its rich tradition while embracing their commitment to innovation.

Congrats to our employees celebrating a #workanniversary this month! We're grateful for your positive energy, dedication, and willingness to always give a damn ⚡️ #CultureMovesUs

Welcome to Strat Chat vol. 4! Here are topics from our internal newsletter we circulate weekly to engage the team on all things newsworthy and culture-driven. Which topic caught your eye this week? Let’s talk about it! Drop a comment. Gen Z—Reduce Pollution Generated By Digital Advertising: Pollution is a worldwide issue that has also caused concerns in digital spaces. A generated ad impression produces almost 1.09 grams of carbon dioxide (equivalent to 2.5 plastic straws). Many are unaware of how impactful the advertising industry’s digital cultures and marketing tactics are to their carbon footprint. Gen Z is changing the workplace by leading the new age of technology and directing efforts to reduce workplace pollution, including working with energy-efficient demand-side platforms (DSP). (via AdAge.com) Taco Bell Shifts The Narrative On Retirement: Retirement holds an air of uncertainty for every generation and no matter which stage of life people are at, financial stressors stifle their daily lives. Working off this pain point, Taco Bell is building connections across audiences by creating a positive outlook on retirement. Using the company's philosophy and slogan, Live Más, a two-day experience in San Diego called "Early Retirement Community" encouraged people to live their lives to the fullest. Reward members over 21 indulged in shopping, golf, and aerobics to nostalgically connect with consumers of all ages and build connections with the brand. (via MarketingDive.com) Human-Centric Competes Differently With AI In New Etsy Campaign: The use of AI has worried many about the future of creation, specifically for artists who rely on social platforms to promote and sell their work. For many, there are added security concerns and navigating the changing space of e-commerce domains, where AI art is increasingly prominent. In addition to a 45-second TV spot, Etsy’s New York office displayed OOH banners promoting "Made by, Designed By, and Handpicked By” including the names of featured sellers, taking a human-centric approach to create optimism for the future of technology regarding its evolution. (via AdAge.com) Google Photos Redefines What Privacy On Social Media Means: Google Photos is paving a new lane for social media by creating opportunities to share photos more intimately compared to other algorithm-driven sites. A new update, “My Week,” allows users to create private social media journals where they can select who can view and follow the content. Unlike Instagram’s “Close Friends” feature, Google Photos eliminates third-party social attributes like viral trends and remains personal with its approach to having close friends see your weekly updates on the carousel post. While this feature doesn’t reinvent the wheel, Google strategically provides an addition to the app that speaks to audiences growing concerns and desire for privacy. (via Forbes.com) (Images sourced via The Independent, Marketing Dive, AdAge, Forbes)

What's happening across sports this summer? The Drum asked dyana wing so, one of our strategists in 160over90's The Deep End, who's managed to captured a multitude of massive cultural shifts across the sports landscape into a succinct, 139-word snapshot. She writes: “Sports mania is bigger than ever, and so are the ways fans tune into sports (and the reasons why). Athletic strength and power are no longer the core attractions to engage. People want to get into strategy, camaraderie, lifestyle, underdog stories, pop culture conversations, and betting – to name just a few. Industry shifts like multihyphenate-athletes, unexpected collaborations, and sportsbook lounges, plus the popularity of sports docuseries, are some of the many ways the dynamic world of the sports experience is offering more routes in. While major sports events like the Olympics will continue to receive major global attention this summer, marketers and brands would be remiss to overlook the hot, niche sports opening new pathways diversifying expressions of sports fandom, such as the Tour de France Femmes (August 12-18), the World Series of Darts Final Qualifier (August 23), and golf’s Solheim Cup (September 9-15).” More here: https://lnkd.in/eX2G9RTy