Hi CCs,

This is a special edition newsletter as I’m here with an announcement and updates! Our original newsletter format that you’re familiar with ~ containing content recs, inspiration, and news ~ will resume this Sunday.

TLDR: Creative Commerce is getting a new name! Scroll to the end to see the reveal.

And first a quick hello to 100+ new subscribers. Excited to connect with you. 👋

A personal update 🦇

I recently returned from almost three weeks in Europe. My partner Asher and I visited Rome, Cannes (for Cannes Lions), Athens, Berlin, and London. It was the trip of a lifetime.

I hadn't been to Cannes Lions since 2019, and this year was a reminder of how much the game has changed, and how much I still love being in it.

Everyone has already posted about Cannes at length so I won’t dwell on it, but my advice is to be sure to hustle and get on invite lists for parties and villa events. And you honestly don’t need a pass to enjoy the benefits since so many events are not part of the main programming. Don’t let cost stop you from attending in 2027.

After Cannes, I spoke at STRAT CON in Berlin. It was a conference dedicated entirely to discussions around Strategy (brand and social) which was really special.

I spoke about a main issue I see brands making and want to share a bit of that below.

Why good campaigns die on social

A common pattern is that a brand will spend a hefty budget on a beautiful hero spot. They post the ad on social. And then... crickets. Short momentum, then it dies out, and the feed goes right back to business as usual.

Anyone who works in social knows this is a huge missed opportunity.

The mistake is treating social as the place a campaign goes to die instead of the foundation it's built on.

The fix is to shoot for social from day one. Everything in production is an opportunity: pre-launch, launch assets, behind the scenes, original content, IRL.

How can a campaign concept be given life and momentum for 3-4+ months? This means interpreting a concept in new interesting ways to avoid audience fatigue.

And creator Anthpo said it beautifully: “a brand is consistent value over time.”

Speed and good ideas done consistently now beat splashy one off high productions, or even stunts only done for the sake of virality.

Introducing The Night Shift

Which brings me to the news! Creative Commerce is being renamed as The Night Shift.

While brand social is often the meeting point between creativity and commerce, I have been wanting to develop a name for this newsletter that reflects my mission as a creative and agency owner in a more unique way.

The name The Night Shift comes from something I know is true for me: the best creative work happens in the in-between. In the shower. At dinner with friends when someone shows you a campaign and you can't stop thinking about it. Walking to your car. At the gym. Lying in bed at 1am when your brain finally gets quiet enough to connect the dots. That's the night shift. When the good ideas actually show up.

The Night Shift is for people who love the strategy behind the feed. The ones who screenshot campaigns at dinner, turn their doom scroll into research, and genuinely get excited about great creative.

The newsletter format at its core will remain the same. I'll bring you content inspiration, social media news, and the latest in AI to fuel your next big idea.

Same obsession, better name (you tell me?).

See you this Sunday from Winter ㋛ The Night Shift.

Speak soon,
Winter

Winter Mendelson
Co-Founder & Chief Creative Officer: Posture Media

🦇 Let’s connect on Instagram and LinkedIn

​Need hands-on social media help? I’m the Co-Founder of Posture Media, a Brooklyn-based social-first creative studio that helps companies build winning social strategies. Let’s chat if you’re looking for creative support.

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