News & Insights
News
CMO Whisperer Podcast: The Follower Fallacy with Joseph Perello
Why trust, not reach, is the real driver of performance in modern creator marketing.
Strategy
Why People Believe Strangers on the Internet More than Brands
People don’t think brands are lying. They think brands are incapable of telling the whole truth.
.jpeg)
Strategy
The Brand vs. Performance Debate Is a Symptom of a Broken System
When credibility can’t move downstream, brand and performance are forced into conflict.
Strategy
Primal Branding Underpins Rise of Creator Economy
Why belief, belonging, and human consequence—not ads—power the modern creator economy
Clients
Daytona Beach Selects Props
In partnership with agency Aqua, Daytona Beach turns to creator storytelling to reach new travelers.
Clients
PenFed Credit Union Selects Props
Creator marketing initiatives launches with focus on core credit union products
Strategy
How Zohran Mamdani turned social media engagement into votes
Inside the digital strategy that built New York City’s youngest and most dynamic mayoral coalition.
Strategy
Zohran Mamdani Is Marketing Politics Like a Brand
New York City’s first CMO under Michael Bloomberg reveals how Mamdani turned content and culture into a political tidal wave
White Paper
Independent Validation of Creator Marketing's Durability
How five consecutive quarters of measurement prove Props is one of the most efficient and scalable growth drivers in Insurance and Annual Subscriptions
Clients
Yerba Madre Selects Props
A performance media approach built to scale trust, not just impressions.
News
MaryRose Daily Joins Props as Vice President, Performance Media
MaryRose is a Veteran of the Performance Pioneer, Kepler Media
Strategy
Everything is Awesome
Why marketers should stop complaining and embrace the tools at their fingertips.
New York - Princeton - London