The Many

“ATTENTION!" is  something drill sergeants shout to get recruits in line. Yet somehow that command became marketing's north star. We spend billions trying to capture attention, but what happens after you've lined everyone up and they're silently staring at you? The brands that thrive today don't command—they invite. They create spaces where people can contribute, collaborate and co-create. They understand that when someone participates, they're investing something far more precious than their gaze—they're investing themselves.

Really excited and proud to announce that The Many has been named the media AOR for Panda Express. We've had a long and fruitful relationship for years now and it will only get better from here!

In a world where 99% of Gen Z skips ads and over half of Americans use ad blockers, what's a brand to do? The answer isn't finding sneakier ways to interrupt people—it's reimagining marketing entirely. The skip button didn't just change advertising—it revealed a fundamental truth: people don't want to be interrupted, they want to participate. When someone hits "skip," they're not rejecting your brand—they're rejecting your monologue in an era that demands dialogue. These days successful brands are building authentic connection by providing consumers with participatory experiences that are additive rather than interruptive. Check out how we’ve worked with brands like eBay, Panda Express, and Jin Ramen have transformed their approach from attention-grabbing to participation-building in order to make something that would be missed. 

We're jazzed to announce that The Many has been named the media AOR for Panda Express! 🐼 Building on a successful multiyear partnership, our team is excited to continue driving Panda Express’ media strategy during a key growth phase. From campaigns like "However You Panda" to our game-changing Lunar New Year “Good Fortune Scratcher,” we’ve had the privilege of combining creative vision with media execution to elevate the Panda Express brand 🥡✨ We couldn’t be more thankful for our incredible friends + clients over at Panda HQ (Panda Restaurant Group). Together, our fortunes are bright. Cheers and much more to come from this partnership 🥠

We’re stoked to say that our work with Wounded Warrior Project has been recognized as a finalist in MediaPost’s 2024 Planning & Buying Awards, in multiple categories. Warriors on Board was designed to engage a younger audience and ensure that veterans are never forgotten. In this epic campaign, 11 veterans were empowered to create personalized skateboard designs, using art therapy to share their personal journeys and promote mental health awareness for veterans. Did we mention Ryan Sheckler hopped on board? (Pun very much intended). We’re proud to be finalists in the following categories for this work: Branded Entertainment: Contests/Events/Experiential Influencer Marketing Social Media A huge thank you the dedicated team at Wounded Warrior Project for your unwavering support of our veterans 🙌 The winners will be announced on April 14th, so stay tuned and wish us luck! 🍀

Calling all K-pop + K-drama fans 📢 The moody rain opener. The umbrella reveal. And a ramen-tic misdirect featuring Jin from BTS!? Everything about this campaign is a love story. Yep, that’s how we decided to officially launch the campaign for Jin Ramen today. From creative to media execution, this work is just the beginning of our global campaign with OTOKI and bringing the brand to the U.S.. Follow @otoki on TikTok, or @otoki_global on IG, to experience the campaign firsthand. Shoutout to our partners: Directors: Miles & AJ from SixTwentySix Production: SixTwentySix Color: Company 3 Mixing: Lockt VFX: Mathematic Studio Services provided to Otoki for Jin Ramen: Connections Creative Media Design Social strategy Influencer Community management

Something downright tasty is happening over here. We're over the moon to announce our new partnership with OTOKI, the proud owner of Korea’s #1 food brand across 31 categories. This marks OTOKI's first global campaign to feature the brand’s refreshed look and name while preserving the legendary flavors that have defined over 55 years of history. Our collab will officially launch OTOKI's campaign in the U.S., starting with Jin Ramen’s new creative content. Want to see what we’re cooking? Stay tuned- campaign drops in March 🍜

100% containment, 100% hopeful for our city. We believe that when we come together as a community, we can create meaningful change — even in the face of adversity. That’s why we’re honored to partner with Topanga R.E.A.C.H. (Relief, Emergency-Aid, & Community Help), a grassroots initiative formed in response to the recent wildfires that impacted the Topanga Canyon area. Why Topanga? As Co-Founder Ashley DeLuis puts it, “Topanga is an unincorporated city within Los Angeles, so residents and business owners there are not eligible for a lot of the same disaster relief efforts as other Angelenos. The community faces even more difficulties than most people are likely aware. Topanga relies on limited county resources and must compete with other regions for funding and support. Which is why it is so important to get our message out. Right away.” As members of the westside community for over 16 years, Topanga R.E.A.C.H.’s work spoke to us instantly. Their mission is to provide immediate relief to those impacted and help the community recover and rebuild stronger for the future. The most important way you can contribute right now is through donations. Every contribution — no matter how big or small — will go directly toward helping displaced residents, supporting first responders, and covering critical incident response costs. If you're looking to get involved or donate, please visit www.topangareach.org. Together, we can make a lasting impact in the lives of those who need it most. Join us in supporting Topanga <3

That's too many ads. Josh Paialii brings up a good point on how brands should create participation with the audience. And gives examples of how to achieve that in the full episode we just posted. Shoutout to Josh and the team at The Many for creating work that we don't just hit the skip ad button on!

When is an advertising agency too big? Josh Paialii was on the Breaking and Entering Media podcast today, and I think his insights in this clip are interesting. He said they “wear a lot of hats” at The Many. To me, it sounds like everyone talks to each other, collaborates, and shares ideas, regardless of what “function” they reside in. When companies get too big, I fear that there is a breakdown in that shared common focus. People do their job, have no purview into broader goals, and it may lead to a poorer product. What do my internet friends think? Full episode in the comments!