Axe + Saw

1 Milli, 1 Milli, 1 Milli!!! We’re buzzing that Vinted has hit 1M followers on Instagram (with TikTok not so far behind 👀). We were brought on board to relaunch Vinted’s global social channels just over a year ago. Since then we’ve … Launched Vinted in the US market bringing the now cult-favourite Euro tech overseas to expand its leadership of second hand, sustainable shopping.  Created the Vinted Maths campaign - Translated their impact report into a global storytelling campaign, celebrating the real joy tied to the unique finances of shopping with Vinted. Launched their first proactive community management programme, deepening the brand’s social presence with genuine, personalised audience connection. Customised a Vinted microphone to dazzle the LFW carpets, took a vintage digi cam from Vinted around the world, interviewed the public on the streets of London and scrolled on Vinted for HOURS (content mining we promise…). Vinted’s community is so full of energy and dedication to secondhand styling and the Vinted way of shopping and selling. We’re beyond excited about the future of these channels. A huge thank you to the Vinted team for the trust and partnership.

🚨 New drop: Boiler Plate, Issue [037] We're always talk about looking at all six sides of the dice when shaping a story. Naturally, we can’t help doing the same even with the stories that aren’t ours. So when the news agenda started dropping headlines that AI technology was so powerful that it would cause human extinction within 10 years.... We couldn't help but wonder.... End of the world, or an extremely persuasive product demo? This week, we’re digging beyond the headlines, to unpack the hidden agenda inside the news agenda. Read it here: https://lnkd.in/etf5jjcY Subscribe for more cultural hot takes and industry insights

🚨 New drop: Boiler Plate, Issue 36 An eclipse just did what no brand campaign could buy: it got millions of people to look at the same thing, at the same time, with no algorithm involved. No calendar. No brief. Just a sky and a group chat asking "did you see that?" This week we're looking at why shared attention still beats personalisation, what IKEA, Specsavers and Ryanair - Europe's Favourite Airline get right about joining culture instead of manufacturing it, and why the best thing your brand does this summer might not exist yet. 👉🏽 Read it here: https://lnkd.in/eBDTmUhZ 📩 Subscribe for more cultural hot takes and industry insights

How does a disruptive eyewear brand become a legacy voice in a decade? Ace & Tate isn't just selling frames, it's proving that a certified B Corp can excel in design, culture and commercial results all at once. That's the story we landed in Vogue Business big read on the eyewear boom. Vogue Business calls it a €17 billion category growing against the wider luxury slowdown. But the real headline isn't the market, it's the model. In a category where new brands launch every season, longevity plus purpose is the differentiator. Ace & Tate has spent over a decade building the kind of trust that can't be manufactured overnight, and being a B Corp since 2021 makes that tangible, not just a claim. Lex van de Vliet , Ace & Tate's CEO, spoke to Joe Bobowicz on customer retention, product quality and frame personalisation. "People don't just own a pair of glasses anymore, they build a wardrobe." It's that cultural shift which made the category stand in its own right, and it speaks directly to the way Ace & Tate has built its audience around genuine relationships rather than fast turnover. This piece was the result of long-term relationship building with the publication, the kind of trust that gets a founder's voice into the story that actually matters. Thank you to Joe and Lucy for the piece. The perfect way to see off SS26 and head into AW. Full article here: https://lnkd.in/eas36KAF

🚨 New drop: Boiler Plate, Issue 033 This week we sat down with Dean George, founder and creative director of GAUCHOWORLD, the independent platform documenting music, fashion, sport and youth culture from Hackney to the world. From building GAUCHOWORLD to why culture work is never as glamorous as it looks, Dean gets honest about the parts of the job no one shows you. 👉🏾 Read it here: https://lnkd.in/egqThRH2 📩 Subscribe for more cultural hot takes from the industry's emerging voices

We started Source Sessions a year ago because we were bored. Of summits, panels, conferences, the whole circuit. You leave having learnt nothing, connected with no one, and eaten a dry croissant. So we built the antithesis. Sessions you actually learn from, because we're always watching, always ahead of what's next. You leave with insights that help you make the case internally, and connections that actually matter. We even have live, sharing from teams inside the world's biggest brands solving real problems in real time. Guaranteed you won’t find anywhere else quite like it. If you work in brand world + want to be invited to our next event, reply “SOURCE” and we’ll DM you a sign-up link. 👉🏾 Full breakdown of the panel here: https://lnkd.in/ehiMKNUz

Community as the antithesis to over AI-fication” Fin Wright is the Head of Community for The News Movement. Fin’s argument was simple: brands are more credible when they support communities that already exist rather than trying to manufacture an entirely new one around themselves 👉🏾 Full breakdown of the panel here: https://lnkd.in/ehiMKNUz

The biggest shake up to our industry since the World Wide Web. AI is not just a channel but an audience and the way in? Earn its attention. Krish Jeyakumar, Insights and Measurement, Axe + Saw Fin Wright, Head of Community, The News Movement Amy Dowling, Head of Comms, TUI 👉🏾 Full breakdown of the panel here: https://lnkd.in/ehiMKNUz

"Our craft isn't words. It's thought." One of many lines from our first Source Materials conversation today. Journalists, brand leaders, community builders and comms heads in one room, talking about who's actually briefing the machines now. Some think AI is the biggest opportunity earned media has had in years. Some think it's flooding the market with slop. Both things can be true. What we all landed on: AI isn't a channel. It's an audience. It's reading your coverage, your history, your reputation, and quietly deciding whether to recommend you. Treat it like one. Four things came up again and again as the real source material of influence now: - Original thought (not volume) - Community you support, not manufacture - AI as audience, not just tool - Proof the boardroom actually believes Huge thanks to Jessie de la Merced (Vinted), Amy Dowling (TUI) and Fin Wright (The News Movement) for the sharpest hour of the week and to Studio Two Point for their wonderful space! 👉🏾 Read it here: https://lnkd.in/ehiMKNUz 📩 Subscribe for more cultural hot takes and industry insights