The Unbreakable Marketing Playbook

How a big, attention-grabbing campaign translates into something a small or mid-sized business can actually use. There’s a reason the Sydney Sweeney campaign for Novig has been everywhere. It was built to get attention. Novig’s “Just Sports” campaign put Sweeney at the center of a deliberately provocative creative concept designed to introduce a relatively young brand to a much larger audience. She isn’t simply a paid spokesperson, either. Sweeney joined the company as a stra