ALL OUR WILD THOUGHTS, ALL IN ONE PLACE.

“You know, a very large portion of what we get from these partnerships is logo presence.” I’ve lost count of how many times I’ve heard this sentence over the years. It usually comes early in the conversation - sometimes cautiously, sometimes firmly, and sometimes as a clear non-negotiable. But regardless of how it’s delivered, it almost always reveals the same thing: a fundamental misunderstanding of what makes partnerships valuable in the first place. Let’s start with a simp

There’s a moment - brief, uncomfortable, and unmistakable -  when you realise someone wants something from you. Not needs.Wants. Approval. Validation. Relevance. Gen Z feels that moment almost immediately. Sometimes before a sentence is finished. Sometimes before the logo even loads. They don’t analyse it. They don’t debate it. They just feel it — and once they do, the conversation is already over. Because (apparently) nothing repels this generation faster than effort that’s

“Culture” is having a moment. Everyone wants to shape it, own it, sponsor it. But here’s a hot take.  Culture doesn’t need saving. It doesn’t need polishing, packaging, or a logo slapped on it like a badge of honour. Culture is already alive - messy, loud, contradictory, and often inconvenient. It’s happening whether brands show up or not. The problem is this: too many brands arrive late, overdressed, and uninvited. Sponsorship, as it’s traditionally understood, is a transact