Skip to content


We’re pretty proud of the work we do but don’t just take our word for it. Here is our latest news and views.

Gen Z: More Punk, Less Anarchy

For today’s teenagers, heavy drinking has lost much of its status, and chopping pints is no longer a compulsory ritual of growing up. Gen Z reject mindlessness for focus, and anarchy for change. Teenage rebellion was in need of a refresh. And it got one.

Award Winning Stories: How Zak helped New Balance become a player in football

Over recent years, New Balance has grown its status within footballing arenas around the world having initially briefed its creative agency Zak with helping it move into the world's most popular sport. Their work together saw them handed the prize for Long Term Marketing Strategy at The Drum Marketing Awards.

New Balance celebrates soccer subcultures in YouTube docuseries

New Balance debuted a new YouTube docuseries called "Football's Next Wave," which celebrates soccer players who exceeded the odds and became world-class players through non-traditional paths, per a press release shared with Marketing Dive.

Women In Football: Looking for Ronda

Women’s football has well and truly arrived. But it needs its first megastar to catapult itself into the mainstream. It needs its Ronda Rousey. So where will this star come from? Maybe right in front of us. This star must, above all, be a true woman of our time.

New Balance: Football's Next Wave by ZAK

New Balance Football has launched its ‘Football’s Next Wave’ campaign, a documentary series following individuals from in and around football culture who are trailblazing a new and unorthodox path.

New Balance - Football's Next Wave

Major sports footwear New Balance Football partnered with creative agency ZAK to launch their ‘Football’s Next Wave’ campaign, a three-part documentary-series that highlights the subcultures and communities thriving around the game.

Keeping it private: How brands nurture micro-communities.

In the ultra-crowded world of social media, how do you get close to your customer? Fashion brands are exploring the potential of private forums and micro-communities.

Come Together

K-Pop communities are attempting to hijack right wing hashtags, TikTok is being mobilised to dump Trump. Generation Z has adopted platforms designed initially as a means to share entertainment to spread their ideas and initiate activism.

London's Burning?

This generation is burning the bridges (and tunnels) of the ones before. Despite the suffocating costs and lack of opportunity, they are not seeking solace in suburbia. The pull for young people to live in a multicultural megacity is stronger than ever.