Insights from the founders of modern marketing, moulding today’s culture.

The athlete economy is now operating under a new gatekeeper. Generative AI engines — ChatGPT, Claude, Gemini, and Perplexity — have become the new front page for every athlete on Earth. When a brand partner, a sponsor, or a future investor asks an AI engine about an athlete, the engine answers in seconds. That answer increasingly defines the deal. In Tune With AI: The Athletes 50 is the third volume in the joint research series from Talent Resources and 5W, following The Cele

The talent industry is now operating under a new gatekeeper. Generative AI engines — ChatGPT, Claude, Gemini, and Perplexity — have become the new front page for every celebrity, athlete, founder, and creator on Earth. When a fan, a brand partner, or a future investor asks an AI engine about a public figure, the engine answers in seconds. That answer increasingly defines the relationship. In Tune With AI is a joint research report from Talent Resources and 5W. It is the secon

The talent industry has been operating on a twenty-year-old playbook. Paid endorsement deals are now the entry tier of what is commercially possible. The biggest outcomes of the past five years — SKIMS at a $5 billion valuation, Rare Beauty at $2.7 billion, Hailey Bieber's rhode sold to e.l.f. Beauty for up to $1 billion, Dwayne Johnson's Teremana estimated at $3.5 billion — have been equity and founder arrangements where the celebrity is actually building the brand. The Cele

In today's rapidly evolving marketing landscape, business leaders face a critical decision that can determine their brand's trajectory for years to come. According to recent industry research, 60% of marketing executives believe that digital marketing and public relations will work together more closely in the coming years . Yet confusion persists about the fundamental differences between agency types and the services they provide. The 2026 marketing landscape is unprecedente

In 2024, the Boston Marathon generated an estimated $509.1 million in economic impact for Massachusetts, drawing nearly 90% of its participants from outside the state. This single event demonstrates the incredible power of strategic visibility and brand positioning in one of America's most influential markets. Boston is the 12th-largest metropolitan area in the United States, but its influence extends far beyond its geographic footprint. This is a city where world-class unive