BOTW: How Four Pillars became an Aussie brand success story; Why Meta’s Threads might – might – just work; The AFR’s smart brand extension

Welcome to Best of the Week, written in London ahead of an unpalatable 17-hour flight home to Australia. The anguished hope of waiting for the upgrade gods to smile is harder to stand than their inevitable rejection.

Today: How Four Pillars conquered the gin world; a savvy brand extension from the AFR; and the arrival of Threads.

Unmade’s half-day deep dive into the impact on AI on the world of marketing and media is this coming Wednesday. This week Sir Martin Sorrell predicted most media planning jobs will be wiped out. Our humAIn conference is your chance to hear about the opportunities as well as the threats. Secure your ticket now.

Unmade members get discounted tickets to all our events, along with access to our paywalled archive.