The Challenger Hook
6 min readAug 17, 2021
What a lackluster boxing match between an influencer and a retiree taught the ad industry about disruptive communications planning in today’s media landscape.
Two men step into a heavily-sponsored ring.
Prepared to swing and miss, bob and weave, blood, sweat, and maybe tear.
They touch gloves. Bright lights surround them. Friends and family, celebrities and colleagues, all…