Kalshi leans into culture for discovery and reach: Its culture-led campaigns show emerging brands can earn attention without product education.

The news: Telehealth company Ro signed tennis superstar Serena Williams as a celebrity patient spokesperson for its GLP-1 weight loss meds. Our take: As an athlete, Williams speaks to potential GLP-1 customers who may not relate to advertising that focuses on people with obesity. Ro’s strategy is a win for Lilly and Novo since the drugmakers can stick to brand-safe body positivity and anti-stigma messages via obesity awareness campaigns, while their telehealth partners take on flashier campaigns with mega-celebrities while not having to adhere to the same strict FDA ad regulations.