Is this you? As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
Claim your profile
Articles by Nic Allum
Intersectionality in LGBTQ+ Marketing Is Sorely Lacking
Brand leaders frequently say, “We want to be seen as a lifestyle.” It’s a catchall where audiences are immersed in story, statement, style and sound—integrated across every conceivable platform. So what if LGBTQ+ marketing wasn’t about a month or an event, but actually about lifestyle? Marketing for Pride in 2024 appears to be the quietest, most hesitant season in recent memory as brands pull back, even from their previous investments, to “non-divisive,” milquetoast campaigns.
The Literal Spaces for Brands to Explore LGBTQ+ Live Experiences
Experiential marketing has often been underrated in terms of allyship and action for the LGBTQ+ community—and of late, it has been taking up less headspace than sexy mass media brand plays amid surges and lockdowns. But as experiential rises again, consider what it now means to be on the ground with the LGBTQ+ community. It means you’re alongside us as people, with employees showing up as community members and allies.
2021: The Year Of Context Switching
by Nic Allum , 24 minutes ago It’s true to say that 2021 wasn’t exactly the year we had hoped for.
Rebuilding The Awards Show
by Nic Allum , 5 minutes ago With the Emmys, Met Ball and BETs behind us, and the next season of shows bearing down, there’s been a swath of articles discussing declining ratings and the potential death of the awards show. But while there’s been ample talk about the problem, very little has surfaced about potential solutions. I don’t claim to have the silver bullet, but in entering the chat, I’m moved to point out what I believe are the cultural shifts and opportunities.
Lift Your Game With Esports Marketing
by Nic Allum , 65 minutes ago The following was previously published in an earlier edition of Marketing Insider. You’d have to have been hiding under a rock not to know that gaming and esports have crossed over from subculture to mainstream entertainment. In a community multiverse that’s no longer classified by the redundant audience stereotype of spotty cis white male teenagers playing in their bedrooms, brands are falling over themselves to partner with gaming programs.
Time For The Retroweb Reboot?
by Nic Allum , 81 minutes ago In a landscape of intense platform competition, relentless growth, massive scale and an overwhelming flood of apps and tools all offering similar features, does the megatrend of rebooting and revival extend to Internet 1.0 “Classics”? Perhaps it should. It’s true to say that old-school tech is back.
Lift Your Game With Esports Marketing
by Nic Allum , 12 minutes ago You’d have to have been hiding under a rock not to know that gaming and esports have crossed over from subculture to mainstream entertainment. In a community multiverse that’s no longer classified by the redundant audience stereotype of spotty cis white male teenagers playing in their bedrooms, brands are falling over themselves to partner with gaming programs.
A Call For Intergenerational Marketing
by Nic Allum , 2 hours ago The nostalgia marketing trend blew up in 2020 as we collectively searched for comfort, safety, happy memories and a sense of escape. And now ’90s revival culture is everywhere -- from oversized jeans, flowery mini-dresses and combat boots, to illegal raves, reboots of “Sex and The City” and “The Fresh Prince of Bel Air,” 25th anniversary tours from Alanis Morissette, and re-releases of ’90s packaging and products.
A Guide To Defying Rainbow-Washing
by Nic Allum , 8 minutes ago Thirty years ago, activist group Queer Nation popularized the slogan, “We’re Here! We’re Queer! Get Used To It!” Just weeks until Pride month, it’s clear that the contemporary call-to-action is: “We’re Here! We’re Queer! And We’re Queer All Year.” We’re already seeing memes like “Pride 365” and “Pride Is Every Day,” but are brands ready to enact evergreen LGTBQ+ strategies and meaningfully connect with a community wielding an estimated global spending power of...
WARC Talks: Rainbow-washing
In this episode of the WARC Podcast, WARC talks rainbow-washing with Nic Allum, SVP and principal of strategy and culture at New Moon. Brand activism Brand purpose LGBTQIA+ Diversity & portrayal in advertising Cultural influences & values Diverse hiring practices Strategy 01:28 – What is rainbow-washing and how widespread is the problem?02:34 – Where should brands and their agencies start to get LGBTQ+ marketing... WARC subscribers can sign in to keep reading Not a subscriber?
Pride 365: Your guide to defying rainbow-washing
Brands need to focus on a Pride 365 strategy: connecting with, giving visibility to and involving the LGBTQ+ community in marketing year-round, not just during Pride Month. LGBTQIA+ Diversity & portrayal in advertising Strategy Thirty years ago, activist group Queer Nation popularized the slogan, “We’re Here! We’re Queer! Get Used To It!” With mere weeks until Pride month, it’s clear that the contemporary call-to-action is, “We’re Here! We’re Queer! And We’re Queer All Year.”...
Show More
loading
Actions
Is this you?
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.Get in touch with Nic
Contact Nic, search articles and posts on X, monitor coverage, and track replies from one place.
Learn more about Muck Rack