We’re saving the best for last this year with a jam-packed newsletter featuring fresh work and hot takes on the Twitter takeover.


Ah, the holiday season. It’s a time to relax and unwind — but it’s also one of our busiest times of the year. We’re closing out projects left and right while planning for a big 2023. But before we lose you to candy canes and sugarplum dreams, how about one last look at what’s new with UPBrand? Let’s get into it. 





Even if you’ve never been on Twitter, you’ve heard about Tesla founder Elon Musk buying Twitter. The overall cultural impact of the deal is a story in itself, but let’s look instead at what this $44 billion acquisition means for us advertisers. 


Twitter’s ad business never reached the lucrative levels of Facebook or YouTube. For context, Twitter has about 206 million active users, compared to Facebook’s 1.93 billion and YouTube’s 315.12 million. There’s also the fact that advertising on Twitter rarely offered the ROI that most brands look for in a digital campaign. 


Since Musk took over Twitter, he’s been clear of his intent to transition most users into paid subscribers — and those subscribers are demanding an ad-free experience. We’ve seen this with YouTube Red and other paid models. So what does this mean for brands? Time to think bigger. The days of the tried-and-true display ad may be coming to an end. What are you doing to make sure your audience remembers you? 


At UPBrand, we’ve been thinking a lot about the evolution of digital advertising. We see the digital world getting smaller and smaller — so our strategies have to adapt. We’re already helping clients get more personal and more targeted with their campaigns. So if and when the paywalls start going up, we’ll be ready.





The pandemic forever changed how we look at healthcare recruitment. And while 2020-2021 messaging was all about heroes rallying together, the reality is that many have left the field after suffering burnout. So in 2023, we’re launching a new campaign with our friends at BJC that will shed new light on what it means to work in healthcare post-pandemic. 

Until then, how about some teasers? When we needed to cast an adorable baby for our commercial shoot, our own Laura Hannibal was kind enough to offer her newborn, Ben. And what can we say? The camera loves him.



Parents as Teachers is an international nonprofit aimed at empowering families to raise children that are healthy, safe and ready for school. Long story short, they’re incredible — and they needed a brand that reflected that. 


So for the last couple years, we’ve been giving them the works: logos, messaging, website — plus some national TV commercials. And now that it’s out in the world, you can read all about it in our case study. 





One of our core values at UPBrand is gratitude, and we try to practice it all year long. But this time of year — it just hits different. So if you’re still reading, great — this is just for you: Thank you for your continued support of UPBrand and the work we do. It is a true honor for us to come to work every day, dream up big ideas and work together to bring them to life. And if you’re seeing this message, you’ve been a part of that journey for us. 


Wishing you and yours a wonderful, restful holiday.



“As we express our gratitude, we must never forget that the highest appreciation is not to utter words, but to live by them.”

John F. Kennedy

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