We made it through H1 2025! Complete with an Astronomer meme meltdown that taught us how fast a narrative can spin out of control and CMOs tightening their belts as tariffs, platform shifts, and AI questions kept everyone on their toes (If this is you, you should reach out). Now that H2 is staring us down, let’s lock in those lessons: own your story before it owns you, build crisis-ready narratives, and keep your campaigns flexible enough to pivot at a moment’s notice.

Shameless Plug: We had a pretty damn good week…Bentley Systems just tapped us as their global PR agency AND we were shortlisted for PRWeek UK’s New Consultancy of the Year award. 

Want to turn earned media into lasting influence and stay ahead of whatever curveballs come next? Let’s grab coffee in NYC, London or SF or dive into a virtual strategy session. It’s your call.

Enjoy the newsletter!
Becky and Greg

Survive cringe-worthy virality: How Astronomer bounced back from becoming an embarrassing meme

TL;DR: SasS company Astronomer has leaned into the spotlight after its CEO and HR head went viral on a Coldplay kiss-cam, turning an awkward scandal into a cheeky PR moment by hiring Gwyneth Paltrow (notably Coldplay lead singer Chris Martin’s ex-wife) as a “very temporary” spokesperson. In a deadpan video created by Ryan Reynolds’ agency Maximum Effort, Paltrow sidestepped all controversy and shifted attention back to Astronomer’s data‑pipeline tools and upcoming conference.

Takeaway: What could have been a devastating brand crisis became a PR masterclass. By embracing the meme moment rather than burying it, Astronomer reframed the narrative around humor and credibility. The video was a deliberate distraction engineered to redirect attention without dwelling on the embarrassment. And with over 36 million views across platforms, it succeeded in moving the conversation from scandal toward brand purpose. It’s a good reminder that fast, self-aware storytelling can reset perception and maybe even find its own positive virality.

Consider:

• How is your brand prepared to respond to crisis or virality? Do you have the workflows, mechanisms, and trust set up amongst your teams to respond quickly and effectively?

• If your brand lands in negative territory, how could you pivot your audience’s attention toward your core story with levity and humanity?

Prep for H2: Insights from Marketing Dive’s mid-year roundup

TL;DR: Marketing Dive’s mid-year roundup reveals that CMOs in H1 2025 were navigating a perfect storm of trade wars, economic jitters, platform bans, and AI uncertainty, prompting a cautious shift toward performance marketing and shorter planning cycles. But as H2 rolls in, leaders are feeling the heat.

Takeaway: According to the roundup, paid media now reflects 30.6% of budgets, a result of many CMOs falling into holding patterns due to macroeconomic concerns. But a safety-driven mindset has its own problems. A relentless pivot to short-term, dependable ROI risks preventing future brand equity and growth. As we enter H2, flexibility will be key. CMOs and marketing teams will need to step out of their comfort zones and get intentional about executing growth strategies. Quarterly growth planning led by long-term strategic visions can help teams identify what’s worth a bit of risk for long-term gain (or, what can easily be reversed if it all hits the fan).

Consider:

• Has your team reassessed your marketing plans recently? 90-day (or more regular) sprints can be more adjustable than rigid annual cycles. How can you structure your planning to provide room to pivot without panic?

• Map out which tasks you’re able to implement and learn from quickly vs. ones that require a more slow, long lead time. This will help identify where to best center your budget and resources while simplifying the buy-in process from leadership.

Expand your social influence: How LinkedIn became a breakout platform for content creators

TL;DR: LinkedIn is quietly transforming into a creator-first platform, with video content up 36% year-over-year, new monetization programs like BrandLink, and a surge in influential voices making it a surprising breakout stage for professionals, niche creators, and B2B brands alike.

Takeaway:  LinkedIn is now prime real estate for B2B companies willing to put in the effort for high-quality content and influencer activations. With over a billion users and deep targeting tools, LinkedIn allows brands to reach decision-makers in a trusted, professional environment. The BrandLink ad program is also something worth considering against traditional ad platforms like Google and Meta. Unlike old school platforms, the program allows creators to own their content and monetize it via pre-rolls, which creates better output for advertisers and more precise audience access. One word of caution: LinkedIn’s algorithm prioritizes quality over quantity, so it’s not like TikTok’s go-viral-quick approach. You’ll find your best performance on LinkedIn is when you’re prioritizing the right decision makers, not chasing millions of views.

Consider:

• How could you benefit from LinkedIn’s emerging creator economy? Perhaps that’s with traditional ad partnerships with relevant creators or by empowering your team to become creators themselves.

  • Pro tip: Thinking about turning your leaders into top LinkedIn voices? Our Executive Brand Management (EBM) service can help turn your c-suite into influential creators!

• LinkedIn video is having a big moment, especially for B2B brands. Could LinkedIn video become a part of your content plan? How could you use video on LinkedIn to reach decision makers and buyers?

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