Our team spent a steamy Chicago summer day trend hunting, not just sightseeing. K-pop merch stores, functional beverages doing superhero-level work, and ASMR gummies going viral on TikTok. Culture moves fast, and we’re paying attention. Read this edition of Tapestry to see what else we caught hunting.

Just one month into his time at Spool, Aaron temporarily traded his laptop for running shoes and crossed the finish line at the Copenhagen Marathon. This is exactly the energy we love: people who show up fully everywhere they go. Way to go, Aaron! 🏃‍♂️

When we take photos, we say "Wisconsin Cheese." 🧀 Some partnerships just pair perfectly, like an alpine style cheese and a buttery chard. We kicked off annual planning with the Wisconsin Cheese team and let's just say, what's coming is going to be very gouda.

The trail starts here 🌲 Meet our 2026 summer interns: Payton Hankins, Johanna Vera, and Sofia Marino. They're showing up ready to explore, dig in and make a real impact. We can't wait to see where the summer takes us. Welcome to Spool!

Congratulations to the one and only Taryn Parker who is Spool's newest Senior Vice President! Taryn is the epitome of leadership at Spool. She lives our values, shows up with passion and curiosity, and proves that a full life and a thriving career aren't mutually exclusive, they fuel each other. Her teams are better for it, our clients are better for it and we are lucky to have her as a leader at Spool! Join us in raising a glass to Taryn, celebrating her first Mother's Day a

WWE fans don't just watch wrestling, they live and breathe it with an energy not seen in most other sports fandoms. The General's Fan of the Year program was built around that truth, giving one of the most passionate fanbases in sports a reason to share their story while reinforcing what The General has always stood for: giving people a break. With Spool's help, what started as a partnership became a platform that turned this passionate community into something fans actually

Four years of killer placements, smart strategy, and big wins — and we couldn't imagine doing it without her. Steph, you're a true asset to Spool, always keeping us inspired and setting the standard for what it means to be a great teammate. Cheers to you! 🥂✨

If you know us, you know we’re a little obsessed with culture. Like, probably an unhealthy amount. This quarter alone, our team shared over 50 insights and signals across the agency with things we spotted, saved, and couldn’t stop talking about. Some shaped client campaigns. Some informed pitches. A few we shared with brands we don’t even work with (yet). In our latest issue of Tapestry, we highlight some of the signals we dug into and why they matter for brands. Has protein

We're excited to share that Spool has been recognized by PRovoke Media as one of the top agencies in the U.S! We’ve built this place a little differently on purpose. Selective about the clients we take on. Focused on earned-first ideas that actually drive business outcomes. And clear on the role communications should play in a more complex, more scrutinized world. This is a reflection of the people who continue to push Spool to new heights, and the partners who trust us to do

We're excited to share another Level-Up(date)! Please join us in celebrating Ashley Black on her well-deserved promotion to Senior Art Director. Ashley has made her mark through bold creative vision, thoughtful collaboration, and a drive to keep pushing how we show up for our clients and each other. A creative force to be reckoned with, Ashley brings curiosity and intention to everything she touches. LFG. ✨

We’re so excited to welcome Aaron Wendel to Spool as our newest Senior Account Executive! Aaron brings a seriously stacked background across sports, lifestyle, and consumer brands. From driving earned media to executing events and running influencer strategies, he’s a true jack-of-all-trades, and we can’t wait to see the impact he’ll make for our clients and agency. Welcome to the team, Aaron 👏

Today is a very special day: it's a Jody-versary! We’re so grateful for Jody and everything she does behind the scenes as Partner, People and Operations to keep our agency running smoothly. We truly couldn’t do it without her. Here’s to three incredible years (and many more)!🥂🎉 WHAT IS YOUR FAVORITE SPOOL MEMORY? "It's so hard to pick just one! Many of my favorite memories revolve around food, like Chippy Dip Day when we all brought in different (and mostly homemade) spicy,