News

THE BOOK OF MAN: What does ‘strong’ look like? The problem with body stereotypes

May 16th 2023
What does strong look like? Pretty safe to say an image of a gym bunny man will pop up in your head. Which is a problem says Josie Beaumont from creative agency Dark Horses...
THE BOOK OF MAN: What does ‘strong’ look like? The problem with body stereotypes

CAMPAIGN: When it comes to marketing the women's World Cup, do we have to be so serious?

May 15th 2023
Can't we just play?
CAMPAIGN: When it comes to marketing the women's World Cup, do we have to be so serious?

BITE: On and off the pitch, this summer’s Women’s World Cup will be the most competitive yet

May 5th 2023
Eve De Haan, Creative at Dark Horses shares predictions for this years Women’s World Cup and the impact it is going to have on football
BITE: On and off the pitch, this summer’s Women’s World Cup will be the most competitive yet

THE DRUM: Ageist brands must learn commitment to athletes is a marathon, not a sprint

April 21st 2023
As the London Marathon approaches, Dark Horses new business chief – and keen runner – Cat Tyler explores how brands can fix an ageist approach to sports marketing.
THE DRUM: Ageist brands must learn commitment to athletes is a marathon, not a sprint

ADLAND.TV: Ascot unveils “The Ascot You” in a campaign by Dark Horses

April 4th 2023
Ascot Racecourse has launched its new campaign with a focus on the transformative feeling that attending one of their year-round events can have.
ADLAND.TV: Ascot unveils “The Ascot You” in a campaign by Dark Horses

Little Black Book: If All Else Fails, Send in the Jocks

March 15th 2023
Matt Readman, CSO at Dark Horses, on the long-debated argument whether politics has a place within sports
Little Black Book: If All Else Fails, Send in the Jocks

Creative Moment: Is sexism the forgotten little sister in sports advertising?

March 8th 2023
Ethics in football have never been as prominent in public discourse.
Creative Moment: Is sexism the forgotten little sister in sports advertising?

BITE: It wasn't ever something I thought would happen – going through Menopause at 27

March 7th 2023
Dark Horses Creative Artworker Lucie Simpson describes her journey with menopause and why it's crucial we collectively work together to spread awareness.
BITE: It wasn't ever something I thought would happen – going through Menopause at 27

The Drum: The Drive to Survive effect: you need more than just a great documentary to save a sport

March 2nd 2023
The Drive to Survive formula has been heralded as the magic bullet to bring in new fans to any sport. But Ausura Eccleston, strategist at Dark Horses says you need more than a doc to save a sport.
The Drum: The Drive to Survive effect: you need more than just a great documentary to save a sport