Revisiting the End of Posting
The internet is losing its audience.
The So What
We’re Olivia, Ryan, Quinten, Chris, and Colin—the writers behind The So What. We get to the “so what” of cultural moments: why they matter and what brands should do next. By day, we work at Artemis Ward, an independent creative agency in DC and NYC.
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Latest posts
Vogue, Meet Dogue
What a fight over a dog magazine reveals about the relationship between IP and internet culture.
The Sign That Launched a Thousand TikToks
A tiny sign in Nantucket just revealed something huge about how we feel about influencers.
Entertainment Marketing Is a People Thing
Leading with human stories and cultural depth, Kirk Taylor helps New Balance connect across its audiences.
Provenance is the New Advertising
When anything can be generated, the story behind what we create matters more than ever.
5 Platitudes Ruining Creative Work (And What To Say Instead)
A listicle guide made in the name of more legit work and better creative processes.
What Does an Influencer Owe You?
The wedding nobody saw coming — and the eroding integrity of an influencer’s personal brand.
When Exaggeration Is the Ethos
Through exaggerated fashion and marketing, Street Grandma’s founders help the brand navigate today’s “cool recession.”
What the Knicks and J.Lo can teach us about human connection
Why a summer of sports is really a story about identity, connection, and the brands paying close enough attention to notice.
If It Sucks...Hit Da Bricks!!
How the slippy mindset answers our subscription fatigue.
Thirst Trapped by Amazon
And now a word from our sponsors (whether you like it or not).
Your FYP Is a TV Network Now
What The 4 in the 5 tells us about rising stars, episodic content, and the new rules of audience loyalty.
New Here? Start Here.
Welcome to The So What.
We Know Why We’re Here
For Leetha Filderman at PopTech, success and purpose are intertwined.
Stop Cooking, Start Hosting
A lesson on being a durable brand.
How Much UGC is Too Much UGC?
We optimized live events for sharing. Now we’re losing the point of showing up.
Kick the Bad Ad-itude
Try speaking to everyone and you won’t say anything worthwhile.
Don't Do Extra
On doing the most, going too hard — oh, and our new campaign featuring Keke Palmer.
Brand Success Is an Emotional Matter
VML’s Walter Geer III taps into emotional truths to connect brands and audiences.
Celebrity Endorsement in the Post-Influencer Age
How should a brand choose their spokesperson?
Brain Rot Dropout Club
The rise of the slow content diet in the age of digital fatigue.