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“Brands should get to know where they can slip in where it makes the most sense, and feels the most organic.” Alexandra ...
15/10/2026

“Brands should get to know where they can slip in where it makes the most sense, and feels the most organic.” Alexandra Joan Phillips Ackland on how brand and creator partnerships have changed, live from Thoughtful Minds 🩶

“The turning point in my career was when I stopped trying to create content that I thought would sell.” At Thoughtful Mi...
12/10/2026

“The turning point in my career was when I stopped trying to create content that I thought would sell.” At Thoughtful Minds Connect, we asked Maku Fenaroli what she’s learnt about creating content that actually resonates with people. Her answer was a reminder a lot of brands need right now.

The content that works isn’t the most polished. It’s the content that feels most like you.

“I’ve also gone through periods where I’ve tried to make our content feel really refined. So it looks a certain way, and it never performs. I always go back to: just do what feels natural to you.”

Thank you, Maku, for being so open with the room at Meta Sydney, and to everyone who joined us for The New Era of Creative with Creators 🤍

A New Era of Creative, with Creators ✨This week, Thoughtful Minds Connect brought our community together at Meta to expl...
01/10/2026

A New Era of Creative, with Creators ✨

This week, Thoughtful Minds Connect brought our community together at Meta to explore how the creator relationship is evolving, from one-off partnerships to genuine creative collaboration.

Macro vs micro creators, going beyond the brief, the agentic opportunity in retail, and why marketing and merchandising need to move as one. Just a taste of what was discussed in the room. Swipe through for the highlights 👉

A huge thank you to our speakers and partners Meta Wayflyer Style Arcade RAGTRADER By Charlotte COPINI MAKU STUDIOS Perform Retail SKINGRAPHICA and to everyone who came, shared, and stayed for the conversation.

If paid gets more expensive every BFCM, owned should get more important. Last Black Friday: • Email revenue was up 15% •...
22/09/2026

If paid gets more expensive every BFCM, owned should get more important.

Last Black Friday:
• Email revenue was up 15%
• SMS revenue was up 25%, with SMS alone crossing $1B in Black Friday sales
• Customers engaging with both email + SMS ordered 11% more, added 34% more to cart and browsed 71% more products
• New customer revenue from owned channels grew 9%

The takeaway?
CRM isn’t just a retention channel anymore. It shouldn’t sit behind the paid plan, waiting for the sale to start.

It should be building demand, warming customers up and creating intent before paid media even switches on.

Save this one for your BFCM planning, or check out the full article on our website. Link in bio.

BFCM gets more expensive every year. That’s not new.What is new: the gap between what it costs to reach a customer and w...
17/09/2026

BFCM gets more expensive every year. That’s not new.

What is new: the gap between what it costs to reach a customer and what that customer is actually worth is widening - fast.

Our 2025 BFCM benchmark data shows combined paid spend up 61% against the November baseline (peaking at +123% on Cyber Monday) - but CPA still improved 14%. Expensive didn’t mean inefficient.

The brands who win BFCM 2026 won’t be the ones who spend the most in peak week. They’ll be the ones who build demand before it arrives.

Swipe through for the numbers, then head to the link in our bio for the full breakdown.

PerformanceMarketing

That’s a wrap on iPX👏We loved being part of this year’s iP as a sponsor - and even more so having our own Chris Perkins ...
14/09/2026

That’s a wrap on iPX👏

We loved being part of this year’s iP as a sponsor - and even more so having our own Chris Perkins take to the stage for a thoughtful conversation on the future of e-commerce and what’s really driving growth for brands right now.

A key takeaway from the day: Al, creators and partnerships are continuing to reshape how brands are discovered, recommended and converted. Plenty of great ideas and conversations to take back to our clients.

Because if there’s one thing we’re taking away, it’s that the e-commerce landscape isn’t standing still - and neither are the brands leading it.

A big thank you to impact.com’s creator community for bringing together such a brilliant group of people and creating space for smart, honest and forward-thinking conversations.

Until next time!!

We’re growing, and we want you to grow with us!Thoughtful is on the hunt for three new team members to help us keep buil...
10/09/2026

We’re growing, and we want you to grow with us!

Thoughtful is on the hunt for three new team members to help us keep building smarter, more effective ecommerce marketing for the brands we love.

Swipe through for a taste of each role, then head to the link in our bio to apply.

7% of revenue. That’s what ksubi’s affiliate channel contributes today.Not long ago, affiliate was capped at 1%, largely...
03/09/2026

7% of revenue. That’s what ksubi’s affiliate channel contributes today.
Not long ago, affiliate was capped at 1%, largely because it was difficult to separate genuine incremental revenue from discount-code noise.

The problem wasn’t necessarily the channel. It was the way it was being measured. ksubi and ProfitPeak started looking at affiliate through a different lens - using CPA and incrementality modelling to understand what was actually driving growth. That changed the conversation.

Spend shifted beyond the usual bottom-funnel discounting and into creators and publishers like , ShopMy and Student Beans 🇬🇧 Discounts | Memes | Uni Life. More importantly, the team could finally build a business case around the channel with data, not assumptions.

And that’s the interesting part. Affiliate didn’t suddenly become a better channel. Ksubi got better at understanding its value. A channel that once felt “a bit cheap” is now contributing 7% of revenue, and continuing to grow.

Swipe for the three lessons we think every brand scaling affiliate should take away →

The way brands work with creators is changing. Creators are no longer just a distribution channel. They’re increasingly ...
01/09/2026

The way brands work with creators is changing. Creators are no longer just a distribution channel. They’re increasingly part of the creative process itself — shaping the ideas, content and conversations that ultimately drive performance.

On 30 September at Meta Sydney, Thoughtful Minds Connect is bringing together some of the people at the forefront of that shift, across retail, beauty, ecommerce and the creator economy.

Joining the conversation:
Assia Benmedjdoub — RAGTRADER 
Carla McGraw — COPINI 
Teneille Oakley — Perform Retail 
Alexandra Joan Phillips Ackland — Creator
Courtney Judd — MESHKI 
Prav De Silva — The Thoughtful Agency
Arielle Thomas — Cinema Thom 
Michaela Wessels — Style Arcade

The New Era of Creative with Creators.
Presented by Thoughtful x Meta
Sponsored by Wayflyer x Style Arcade

Places are limited. Register your interest via the link in bio.

SMS isn’t email with fewer words. But we see brands treat it that way all the time — bolting the same campaign onto a te...
01/09/2026

SMS isn’t email with fewer words. But we see brands treat it that way all the time — bolting the same campaign onto a text that already went out as an email, just because the list exists.

Australians read 97% of SMS messages within 15 minutes. That’s an incredibly direct line to your customer, which is exactly why it shouldn’t be wasted on messages that don’t need to be there.

Not every campaign deserves a text. We’d save SMS for the moments where speed or exclusivity actually matters — back in stock, early access, delivery updates, urgent launches, time-sensitive offers.

Trust is hard to earn and very easy to lose. Every unnecessary message chips away at the value of the channel. SMS should feel like a helpful tap on the shoulder, not another notification to swipe away.

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