How Complex Networks Connects Brands with Youth Culture
Picture This
Imagine you work in marketing at Toyota. You want young people to notice your new truck, but you do not want to run another boring commercial.
Instead, you want them to see it featured on Sneaker Shopping, turned into a Toyota x Adidas sneaker drop, or shown off by their favorite artist on YouTube.
That is the kind of work Kirsten Atkinson does at Complex Networks. She is the Senior Vice President of Brand Partnerships.
As she says:
“Everything is custom. We might get Joe La Puma in the car. We might do a custom sneaker with Adidas. We drop it on Complex Commerce. It is a full 360.”
Why It Matters
If you want to work in advertising, you need to understand that traditional ads do not always work for younger audiences.
People skip commercials. They use ad blockers. They do not trust typical marketing.
Complex Networks does things differently. Instead of advertising at Gen Z and millennials, they participate in the culture these audiences care about.
This article explains how they do it and what you can learn from it if you want to work in advertising or marketing.
Custom Campaigns Instead of Generic Ads
Complex Networks does not just sell ad space. They work with each brand to create a custom plan that actually fits the audience.
They do offer standard ad spots. But what really makes them special is their ability to create something unique for each brand.
“We have IP that is extremely valuable in order for brands to authentically connect. Everything is custom.”
For example, for Toyota they might:
Feature the truck on Sneaker Shopping
Work with influencers who ride in the vehicle
Create a Toyota x Adidas sneaker and sell it on their site
Set up a live event that gets people talking
The goal is to make the brand part of the culture, not an interruption.
Building Relationships Over Time
Complex does not want brands to work with them just once. They want long-term partnerships.
“You have to sort of build a relationship with this audience. It might mean every Black History Month or summer we do a concert series.”
They describe their approach in stages:
Crawl: Start small with an event or single activation
Walk: Add a branded content series the next time
Run: Build a full campaign over a season
This approach keeps the brand connected with the audience in a real way.
Knowing the Audience Well
Complex Networks knows its audience. They focus on Gen Z and millennials who love sneakers, music, streetwear, gaming, and sports.
“We know our audience so well that we are not taking a risk to launch a new show. We know it is going to hit.”
Their popular content includes:
Sneaker Shopping
Card Shopping, which launched with Tom Brady
Events like Family Style and ComplexCon
Brands want Complex not just for the big audience but because they know how to talk to them in a way that feels real.
Acting Like an Agency
Kirsten says her team works just like a creative agency.
“We brainstorm, develop the big idea, execute it start to finish, and measure results.”
They have creative strategists, content teams, and event producers in-house. They also work with outside agencies when needed.
They make sure every campaign fits the culture and delivers results.
What You Should Take Away
If you want to work in advertising, here is what you can learn from Complex Networks:
Be creative and custom. Do not settle for generic ideas.
Think long-term. Build relationships, not just one-time ads.
Know your audience. Understand what they care about so your work connects.
Work like an agency. Be ready to brainstorm, plan, execute, and measure success.
This is what modern marketing looks like. It is about being part of the culture instead of interrupting it.
Listen to the Full Conversation
Want to learn more? Check out the Breaking and Entering Advertising Podcast episode with Kirsten Atkinson.
In the interview, she shares:
Her path from entry-level media planner to SVP at Complex
How she helped create major brand partnerships, including with Marvel’s Black Panther
Her advice for anyone trying to break into advertising
Listen to the episode and get inspired to create campaigns that truly connect.
Watch on Spotify: https://open.spotify.com/episode/16a8LjmBJgYTHZLUzAJfUy?si=GtDTchUpT5Koar2w-qCPWQ
Watch on YouTube: https://www.youtube.com/watch?v=E0uLhbp0pC8&ab_channel=Breaking%26EnteringAdvertising
Leave a review on Apple: https://podcasts.apple.com/us/podcast/breaking-and-entering-advertising-podcast/id1506434104
