It’s been a big fortnight (lol when is it not) with everything from it-girls kissing in music videos to Luna Park’s face getting a Nivea clean up to what feels like 84 updates from Instagram. Seriously Mr Mosseri, please just give us a couple weeks of peace. PLEASE.

Half way through the fortnight I popped over to Adelaide for 5 days of culture (wine) and while the thought did pop into my mind to write about the importance of customer service after having the best wine tasting host I’ve ever had (which resulted in buying a case of wine)… quickly followed by some of the worst – but I felt like that guy who used his proposal as the basis of sales lessons on LinkedIn.

Note to self: Stop finding marketing insights in every aspect of my life.

So I’m saving you the wine chat, and instead sharing four things taking up space in my brain right now and writing this while sipping on some very good Adelaide Hills Chardy.

The Queen of Making Moments: Sabrina Carpenter 👸

The music industry is no longer just about making music; it’s about making moments.

Sabrina Carpenter isn’t just serving up bloody good tunes (Espresso is still #1 on my rotation list) – she’s creating these incredibly memorable moments that stick with you and beg you to share them. Her latest video, where she and Jenna Ortega share a kiss, is a prime example. It’s not just a music video – it’s a viral moment, perfectly engineered for the internet to grab hold of and run wild with.

And when I think about the broader music industry, it feels like everyone is thinking about memes, social content, and shareable moments right from the get-go. Music is often crafted with that TikTok hook in mind, the kind that’ll have everyone doing the same dance in their living rooms. For artists like Sabrina, it’s about thinking beyond the medium – beyond just the video or the song – and considering how every piece of content will play out on social media.

This shift means that artists, and by extension brands, need to ask: How can we make this a moment? How do we craft content that isn’t just consumed but shared, remixed, and remembered? It’s not enough to just create; you have to create with virality in mind.

What Sabrina is doing so well is understanding that it’s not just about the song or the visual; it’s about the full experience. She’s not just putting out music; she’s creating cultural touchpoints (anyone see her serving coffee in June?). And that’s something that brands can learn from. It’s about crafting content that not only fits the medium but also sparks conversation, drives engagement, and ultimately, creates a lasting impression.

So, when planning your next campaign, think about more than just the message. Think about the moment. How will it live on social media? How will it be shared, talked about, and remembered? Because in today’s landscape, the medium isn’t just the message -it’s the moment.

Ambushing vs Sponsoring: What’s the Right Approach?

I’ve been thinking about the value of official sponsorships after recent conversations with clients who were offered high-priced sponsorship deals and were uncertain about their return on investment. This topic came up again when I saw a post by Matt Herber, founder of Tracksuit in the UK, discussing how brands are leveraging the US Tennis Open without being official partners.

Enter: Ambush Marketing.

Matt highlighted brands like Bumble, American Eagle, and Joe & The Juice, who have strategically placed billboards and campaigns around the event despite not being official sponsors – which for me raises an interesting question: Is traditional sponsorship still worth the investment? When brands like Nike can successfully engage in ambush marketing – capturing consumer attention without paying for official partnership rights – it challenges the conventional thoughts about the value of sponsorship deals.

Cast your minds back to Barbie-Mania last year – PLENTY of brands jumped on the pink bandwagon without being official partners of Barbie (which I’m sure had a pretty decent expense associated with it) – do you think those that forked out the big bucks got better results? Or was simply being a part of the Barbie-Buzz with a limited edition pink product enough?

This approach forces brands to weigh the potential returns of official sponsorship against the cost-effective impact of ambush marketing. While the exposure from being officially associated with a major event can be significant, it’s worth considering if ambush marketing can deliver similar results at a fraction of the cost. Is traditional sponsorship becoming outdated, or is it still the best way to maximize brand exposure and consumer engagement?

It’s a strategic decision that requires careful consideration. On one hand, the prestige and visibility of official sponsorship might offer long-term benefits. On the other, ambush marketing could be seen as a clever tactic that circumvents the high price of official partnerships. The real question is whether official sponsors are getting the best return on their investment – or if ambush marketers are stealing the spotlight without paying the price.

What else is floating around my mind when it comes to ambush marketing? The ethics of it all.  it fair for brands to capitalise on the hard work and financial commitments of official sponsors without contributing themselves? It strikes me as similar to when people give out free samples in front of an event to those attendees walking in – is this the right thing to do when that event’s marketing team has paid to get all those people there?

The answer isn’t black and white – it really comes down to the specific opportunity and a careful analysis of what the ROI could be. Ultimately, the key is to weigh the potential returns of official sponsorship against the nimble impact of ambush marketing, and I don’t think there’s a one size fits all answer to that!

Time vs. Money: I asked and LinkedIn Answered! 💰

Recently, I ran a poll on LinkedIn that posed a simple question: If you’re spending 5 hours a week on coffee catch-ups, would you rather invest that time or its equivalent value into a paid opportunity, like targeted ads or a new business initiative? The results were not what I expected to be honest – 80% of respondents chose coffee catch-ups over paid opportunities.

At first glance, this might seem like a clear preference for personal connection, but it raises a deeper question: Why do we value time spent on informal meetings over tangible business investments? Don’t get me wrong – I’m all for a good coffee chat. There’s undeniable value in face-to-face networking, building relationships, and the opportunities that can come from a casual conversation.

But when we translate that time into monetary value, we’re talking about $2,000 a month. So why do we hesitate to spend that same amount on something with a more direct return, like a targeted ad campaign or a new business initiative?

It’s always interesting to me that so many of us are quick to invest time – which is also money – into activities like coffee catch-ups, but when faced with the prospect of spending actual dollars on paid opportunities, we often run away. Why is that?

Is it because the cost of time feels less tangible? Or is it because we don’t place the same value on time as we do on money? The truth is, both have their place in building a business. Coffee catch-ups can lead to opportunities that money can’t buy, like trust, rapport, and organic growth through word-of-mouth. On the other hand, paid opportunities can scale your efforts in ways that time alone cannot.

I think the key is balance. We need to start seeing time as the valuable resource it is – just as important, if not more so, than money. What if we challenged ourselves to think about our time investments with the same consideration as our financial ones? Imagine the impact that could have on our business decisions and growth strategies.

I like to always allocate money to my time (there’s a great Google calendar extension that shows you the monetary value of your meetings and sometimes it can be a real eye opener to see the “cost” of your meetings each week) as it reminds me of what the true cost is. I’m guilty of second guessing hard costs too – things like new branding shoots, advertising campaigns and social ads, but treating your time and money the same way really does help you make smarter, more intentional decisions.

The Myth of Effortless ROI: Where Did It Come From?

This one might just end up being me venting to my fellow marketers out there. Lately, I’ve been on more and more calls where the expectations are, to be totally honest, out of touch. Clients want to gain 100 new customers at $5k revenue each with a budget of $500, or they want instant results without addressing foundational issues like an outdated website or a product that lacks market fit. They just want the magic to happen without putting in the necessary work. But success doesn’t come from cutting corners or ignoring critical feedback.

I’ve been trying to figure out – where did this disconnect come from? Is it a misunderstanding of how marketing works, or just wishful thinking? Maybe it’s the allure of quick wins and the promise of overnight success from all of these “online gurus” that fuel these expectations. The truth is, effective marketing isn’t about waving a magic wand; it’s about strategy, hard work, and being brutally honest about what needs to change.

Marketing is incredibly complex and requires more than just throwing money at ads. It involves understanding your audience, refining your product, and continuously improving your approach. The expectation that you can bypass these steps and still achieve great results isn’t just unrealistic – it’s setting up for disappointment.

We’ve all heard the saying, “Build it and they will come.” But that couldn’t be further from the truth. Too often, I see businesses launch a product or create a website, then sit back and wait for customers to magically appear. The reality is, simply building something isn’t enough – you need to actively drive traffic, create buzz, and engage with your audience. Without that, even the best business’ can go unnoticed.

Remember: real marketing results require real effort, real investment, and real commitment to making the changes that matter. If marketing were easy, we’d all be retired by now.

That’s it from me and my brain for another fortnight. I can’t believe the next issue will be in September (HOW?!). Wishing everyone a fun end of month reporting week next week, and will see you for another dive into my thoughts on September 13 👋