SoFire’s Hot Campaigns: The e.l.f. Cosmetics Matt Rife Campaign is a Lesson in PR Crisis Management
We’re looking at the e.l.f. cosmetics Matt Rife campaign: a PR nightmare which is still receiving huge backlash online.
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Agency Wins: Tombras Launches Sally Beauty “Sleeping Giant” Affiliate Programme
Major clients, new business, and more from partnership agencies in the past month.
Will Affiliate Be the Monetisation Layer for Vibe Coding?
Rob Berrisford suggests that affiliate marketing needs to look back to its roots in order to move forward, especially as AI-driven ‘vibe coding’ opens new doors for creators.
“Your Days in the Sun Are Limited” Caner Daywood Discusses Why Pride Marketing has Been Absent in 2025
We spoke to Caner Daywood about Pride marketing in 2025 and how the shifting landscape of brand involvement is impacting LGBTQ+ communities.
SoFire’s Hot Campaigns: Urban Decay Uses OnlyFans Star to End Makeup ‘Blandemic’, but for Better or Worse?
This week, we’re looking at a campaign that’s made waves in the beauty industry: the Urban Decay x Ari Kytsya campaign.
Pepper Agency Launches The Responsible Kidfluence Code to Protect Child Influencers
The Responsible Kidfluence Code is designed to promote safer, more responsible content creation practices with children involved.
