Day One Agency conducted the field research we didn’t know we needed: giving Gen Zers $100 each for “fun purchases only” — no bills, gas, or groceries allowed. Clothing and accessories dominated the spending, surprising absolutely no one who’s ever met a Gen Zer. Meanwhile, Mower Agency pointed out that Baby Boomers control $78.1 trillion in wealth yet most financial institutions chase younger, less stable customers. And Noble People launched Mike’s Hot Honey’s first national campaign with the tagline “You’re not stoned. It’s just that good.” Indie Agency News members are out here conducting consumer experiments, following the money, and making condiments cool.
💰 The $78.1 Trillion Reality Check
When the data makes you reconsider everything
Mower Agency delivered the week’s biggest truth bomb: Baby Boomers control $78.1 trillion in wealth, yet most institutions chase younger, less stable customers. They’re hosting a webinar on strategies smart banks use to capture this “overlooked” market.
Davis+Gilbert LLP brought related news: the federal tax exemption will rise to $15 million per person starting January 2026 under the One Big Beautiful Bill Act.
Young & Laramore explored how pricing psychology trumps logic — from charm pricing to seamless cash payment, it’s all about perceived value.
🚀 Campaign Launches That Don’t Play It Safe
Because safe is where good ideas go to die
Party Land faced the ultimate sequel pressure — their previous JanSport campaign delivered the brand’s biggest sales month in 50 years. Four weeks into the new campaign, they’re proving lightning strikes twice with “weirdly relatable content.”
Noble People launched Mike’s Hot Honey’s first national campaign with “You’re not stoned. It’s just that good.” Bold strategy for a condiment.
Special U.S. helped MANSCAPED launch The Chairman face razor by flipping the camera lens on traditional grooming ads.
Need Pastel announced their partnership with Riboli Family Wines to launch Turnt Up, “a new wave of heavy hitting wines.”
Preacher celebrated New American Funding’s platform recognizing first-time homebuyer resilience — complete with stories about pantries, tubs, and accepted offers.
📊 Healthcare Marketing Gets Human
Talk to me like a person, not a patient
Brandon revealed that 47.8% of older consumers want proactive wellness, not reactive treatment, with 41.2% wanting personalized care for their health goals. Their insight: “Empathy + personalization = trust.”
Klick urged pharma marketers to stop guessing what HCPs are thinking, whether launching rare disease treatments or entering crowded markets.
Model B featured Erik Johnson from Harmony Healthcare IT on their podcast, reminding us that great marketing starts beyond the four walls.
📺 The Case for Static Billboards
Left Hand Agency enters the chat with facts
Left Hand Agency made a compelling argument for static out-of-home advertising with three undeniable points: frequency (well-placed boards mean daily exposures), creativity (memorable executions without digital constraints), and 100% share of voice.
They also celebrated their partnership with Pathformance for sales-lift measurement “grounded in real methodology.” Sometimes analog wins.
🔍 The Evolution of Search (RIP Page One?)
When AI makes everything we know obsolete
VaynerMedia dropped uncomfortable truths: 78% of people never scroll past the first page of search, but what happens when AI makes that first page disappear?
They also warned about broken links and generic product copy equaling lost discoverability in the AI age.
Eight Oh Two Marketing noted that search isn’t dying—it’s fragmenting across ChatGPT, TikTok, and Reddit.
For retail marketers, they warned: stop treating Performance Max like a sidecar to your search strategy.
🏀 Women’s Sports Investment Wave
Following the fans and the money
Yes& Agency highlighted how Monumental Sports & Entertainment is pioneering investment in women’s teams as fans and brands power the sector to new levels. The shift is real: sports companies are finally investing in and growing their women’s teams and coverage.
🎙️ Podcast Game Strong
Audio content worth your commute time
Barkley OKRP‘s Chief Impact Officer Lindsey DeWitte joined The Innovative Agency Podcast to discuss leading with soul in a constantly evolving industry.
They also dropped their 2024 Impact Report “full of receipts (the good kind).”
Response Marketing CEO Carolyn Walker appeared on Sandy Alexander’s Color Bar podcast talking restaurant branding — from loyalty touchpoints to consistent experiences.
Reverve Agency proved B2B marketing doesn’t have to be boring with their GumGum collaboration.
🎨 Creative Excellence and Controversy
When the work gets people talking
Oberland‘s “So Many Dicks” campaign for e.l.f. beauty got The Drum talking about effective versus ineffective controversy.
No Problem created Tony Hawk’s Pro Skater headlines that make people want to “put Motorhead on and tear sh*t up”.
Cactus showed how Vail in summer hits differently, repositioning it as a luxury escape for all seasons.
🤝 Partnerships With Purpose
When collaboration creates something bigger
Highdive partnered with Chicago Voyagers on a campaign acknowledging that “the outdoors should be for everyone” but history hasn’t always shown it that way.
Ardmore celebrated Built For Growth Digital’s new ecommerce chapter for an iconic Irish brand.
👥 Leadership Moves and Culture Wins
The people making it happen
Iris strengthened creative leadership by appointing Alexandre Abrantes as Chief Creative Officer, North America.
Stoltz Marketing Group‘s Bond Hilliard joined Worldwide Partners’ Next Gen Advisory Council.
Worldwide Partners, Inc. shared wisdom: “Consolidation doesn’t naturally translate to integration” — you need the spirit of collaboration.
Legal+Creative | Toerek Law asked the tough question: what would really happen if you stepped away from your agency?
💡 Social Media Reality Checks
Wisdom from the trenches
Joybyte delivered multiple truth bombs: big follower counts mean nothing without real interaction.
They also shared viral videos aren’t luck, they’re strategic, and what’s actually trending and working.
Barrett Hofherr is hunting for a Sr. Social Strategist who can craft strategy, navigate platform chaos, and turn metrics into moves.
Mother Bear Agency cut to the chase: YOU HAVE AN AWARENESS PROBLEM — you’re not showing up where it matters.
🚨 HR Marketing Gets Human
Making benefits actually beneficial
Crackerjack Communications asked the ultimate question: if you’re not ending open enrollment with dancing, we need to talk.
Territorial helped Sage’s UK brand feel authentic in the US while recruiting high-performers.
Response Marketing‘s students pitched “Money Trees” to Sikorsky Credit Union — social content for Gen Z about financial wellness.
🔬 Innovation Labs and AI Centers
Where tomorrow gets invented today
Gravity Road launched the Centre for Creative AI to provide space for tech and creative industries to collaborate.
Words From The Woods partnered with The Roux Institute at Northeastern telling Maine’s next frontier story.
VaynerMedia launched High 5 Marketing on Substack — weekly breakdowns of marketing moments that matter.
🎯 Strategy Insights Worth Stealing
Big thoughts for small budgets
LBRB Collective shared beliefs on winning and keeping business in Campaign US during industry disruption.
Öpınıonated won their seventh consecutive Ad Age Small Agency Award, proving consistency pays.
TogetherWith introduced Berenice De Paul as Director of Research at Infinity Media.
🍔 Americana and Random Excellence
Because agencies contain multitudes
POKE THE BEAR™ reminded us July is America’s 249th birthday and Johnsonville wasn’t letting it pass “like a sad hot dog at a dry party.”
Moontide Agency delivered Industry Action with Jackson, featuring pirate duels and “free gold” ads.
Alto New York celebrated David Gibson completing the Fireflies Tour — 1,200 miles of cycling for a cause.
🎪 Agency Awards Season Continues
The hardware that comes with insights
While we covered the Ad Age Small Agency Awards extensively, other agencies kept winning:
Response Media celebrated their Gold Data & Insights Agency award.
SRH won Experiential Campaign of the Year.
Doe-Anderson picked up Silver for Best Agency Culture — their third time winning.
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