New York, NY / Sharjah, UAE / Los Angeles, CA — In a landmark alliance bridging continents and industries, Workhouse, Move the Needle (MTNC), and THE BOARD have joined forces to forge a groundbreaking partnership. This collaboration unites the expertise of three powerhouses in public relations, consultancy, and strategic innovation, paving the way for transformative global initiatives across the United States and the Middle East (MENA) region.
 
MENA is rapidly emerging as a global growth powerhouse, with 492 million internet users driving an unprecedented wave of digital expansion. A fast-growing, youthful middle class is fueling demand for premium products delivered with speed and convenience. Yet, despite this momentum, consumers face a lack of quality options, while global brands struggle to overcome the complexities of scaling in such a dynamic market. By connecting MENA consumers with the global brands they crave, it paves the way for transformative growth, empowering companies to capitalize on the region’s immense potential while addressing the needs of an underserved and eager audience.
 
This alliance also carries the weight of a shared history. Adam Nelson, the Founder and CEO of Workhouse, and Mary Ghobrial, CEO of MTNC, first collaborated during the international expansion of Chocolate Bar, a project that broke barriers and elevated the brand into global consciousness. With THE BOARD’s CEO, April Uchitel, joining this equation, the collaboration takes on a dynamic new dimension, offering unparalleled access to top-tier expertise, industry insights, and market opportunities.
 
The union is designed to transcend traditional boundaries, focusing on innovation, cultural synergy, and growth. By integrating their unique strengths, Workhouse, MTNC, and THE BOARD offer clients a seamless, collaborative experience that delivers results. Together, the trio is set to redefine what’s possible in global strategic partnerships, offering solutions that are as innovative as they are effective.
 
Built on a shared vision of empowering brands to thrive in interconnected global markets, Workhouse will lead the charge in crafting dynamic public relations campaigns and executing impactful communications strategies tailored to the needs of clients in the U.S. and MENA regions. MTNC will act as the exclusive partner in the MENA region, leveraging its vast network and cultural expertise to identify and secure high-value opportunities, bridging the gap between global brands and regional consumers. THE BOARD will provide its signature blend of strategic consultancy and access to top-tier experts, offering unparalleled support in client pitches, proposal development, and delivering solutions with unmatched depth and breadth of knowledge.
 
Aligning their strengths, paves the way for meaningful progress, driving sustained growth in a region primed for opportunity.
 
MTNC, headquartered in the UAE, is a consultancy powerhouse specializing in strategic partnerships, business development and ecommerce across the MENA region. With deep roots in the market and a proven ability to connect international brands with lucrative opportunities, Mary Ghobrial’s leadership has positioned MTNC as a trusted bridge between East and West. Formerly serving as Chief Commercial & Strategy Officer for Amazon/Souq and a Senior Advisor for McKinsey & Company and other leading global brands, Ghobrial’s expertise extends from leading multi-million-dollar ventures, fundraising to integrating innovative technology solutions into global marketplaces, making MTNC the ideal partner for navigating the complexities of the MENA market. Mary contributed to the Amazon acquisition of Souq.com, led and launched all marketplaces in MENA bringing in top brands, and worked closely with all top retailers in the region.
 
THE BOARD led by April Uchitel, is a Collective of 235 top fractional Executives with an unmatched pedigree of industry expertise. Known for her transformative leadership at DVF, tech start up Shop Spring, and Violet Grey, Uchitel’s ability to scale businesses and build innovative strategies is legendary. THE BOARD curates “Dream Teams” of elite professionals across beauty, fashion, technology, and media, empowering brands with bespoke solutions and unparalleled insights. By partnering with Workhouse and MTNC, THE BOARD solidifies its role as a strategic force in this venture, ensuring clients receive access to the best minds in the business.
 
Workhouse brings more than 25 years of experience as one of the country’s most innovative Public Relations agencies, celebrated for delivering campaigns for both iconic and emerging brands like Bergdorf Goodman, Porsche, Assouline, and Versace. The agency’s ability to shape cultural narratives and execute bold ideas has made it a leading force in storytelling and strategic communication. In 2024, Nelson’s leadership has been recognized through numerous accolades including PR Net’s ‘Most Influential’ Award, the MarCom ‘Career Achievement’ Award, Netty ‘Lifetime Achievement Award,’ and Best in Biz ‘Marketing Executive of the Year,’ cementing his reputation as an industry trailblazer.
 
“This partnership is about more than collaboration; it’s about rewriting the playbook for global success,” said Adam Nelson of Workhouse. “With Mary and April, we’re uniting forces to deliver something extraordinary—bridging cultures, driving innovation, and elevating brands to new heights.”
 
“The MENA region represents incredible untapped potential,” added Mary Ghobrial of MTNC. “This partnership ensures our clients have the tools, expertise, and access they need to thrive in one of the world’s most dynamic markets.” We partner with customers across several industries from luxury, fashion, beauty. We build tech solutions, and inject a start up within large corporations to fuel growth.” With The Board and Workhouse we can now not only bring global brands to our region, but build for local brands global retail and online global distribution. 
 
April Uchitel of THE BOARD emphasized the transformative potential of the alliance: “Bringing together the expertise of Workhouse, MTNC, and our vetted collective, creates a unique ecosystem where creativity, strategy, and execution meet. Together, we’re shaping the future for brands bold enough to dream big.”
 
For further information, interested media contact
Kat Carlson at Workhouse via [email protected] USA
Sara Shabana at MTNC via [email protected] MENA

In her feature debut, Ramona at Midlife which launches across leading digital streaming platforms on February 11th, playwright-turned-filmmaker Brooke Berman crafts a bittersweet yet hilarious exploration of reinvention and self-acceptance. With a stellar ensemble cast, including Alysia Reiner (Ms. Marvel), Joel De La Fuente (The Man in the High Castle), and April Matthis (New Amsterdam), the dark comedy follows Ramona, a former literary “It Girl” turned single mom, whose less-than-glamorous present becomes fodder for a hot filmmaker’s latest project. Through the chaos, Ramona learns to embrace her messy, imperfect life and redefine what it means to be in her prime. Berman discusses her inspirations, creative process, and why stories about women over 40 are more vital than ever. But first, see the film’s exclusive trailer here https://www.ramonaatmidlife.com/

What inspired you to tell this story at this moment in your career? 
BERMAN: ”Ramona at Midlife is the story of a working mother making room for herself, a coming-of-age in middle age. It is the story of the sacrifices women artists make, the men who take us for granted, and the politics of a female artist laying claim to her own narrative. Ramona embraces the imperfection of her life, the glory and the mess, acknowledging that maybe this is winning. In the movie, a former writer discovers that her life story has wound up as the subject of a famous director’s new movie. And it really wakes her up to the regrets and promises of her old self and old life.”

The film is described as a love letter to Patti Smith. How does her influence manifest in the story or the character of Ramona? BERMAN: “Patti Smith has spoken eloquently about the years she spent raising her two kids in Michigan. She says that those years ‘saved her as an artist.’ I found her words inspiring when I was sitting on playgrounds with my son or taking him to the local library for story hour. I wanted to know how I could be both an artist and a mother at the same time; Patti Smith seemed to know the answers! My family is from Detroit and after my son was born, we’d take an annual pilgrimage to visit my grandmother, Ida. Dear Patti Smith, I’d think to myself while son and grandmother were napping, How did you keep your identity as an artist intact?”

How did your background as a playwright shape your approach to directing?
BERMAN: “I direct like a writer. I approach story through character and how each story beat feels internally for each character. Many of the directors I’ve met (and trained at NYU, where I teach) think in picture first, story second. I’m the reverse. Truthfully, my real love is working with actors. I started out as an actor, writing for myself and my friends. As a playwright, the most galvanizing force is the promise of hearing pages read aloud. I like to joke that half the reason I write anything is so that I can get into a room with other people. Directing emerged from that.”
The cast features an ensemble of talented New York stage and screen actors. How did you go about assembling this group?

BERMAN: “I wrote the role of Ramona for my dear friend Yvonne Woods. Yvonne and I met in grad school—she’s like a muse to me. In many ways, we were the girls that Ramona and her friends were, staying out late, making art, going dancing, falling in love and getting hurt and making more art. I wrote the character of Mansbach, the director who appropriates Ramona’s life story, for another dear friend from Juilliard, Rob Beitzel. I wrote a day role for my high school soulmate Jamie Harrold. I wrote Imani hoping the extraordinary April Matthis would do it, and she did.”

Music plays a big role in the film. Can you talk about curating the soundtrack?
BERMAN: “Every boy I ever loved in the 90s and early 00s loved Liz Mitchell’s band Ida. I was destined to fall in love with her music too. When writing the first draft of Ramona, I had a vision of Liz Mitchell and heard her music in my head. I made a playlist full of Ida, You Are My Flower and Patti Smith and played it on repeat through the rest of the writing process. Then, during post, my music supervisor Rob Kaplowitz and I realized we were lacking a very specific tone—the punk rock howl that punctuates Ramona’s internal conflict. Producer Gil introduced us to GRLWood! We need that howl or scream to get to the other side of midlife reinvention!”

What message do you hope audiences take away from Ramona at Midlife?
BERMAN: “If we feel sidelined, we must center our own story. And if we feel invisible, we must commit to seeing ourselves. By seeing ourselves, I mean seeing clearly and accurately, seeing and fully embracing who we are now. For midlife women, we become our best selves at the very moment the culture has decided we’re irrelevant.”
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With Ramona at Midlife, Brooke Berman delivers a poignant, unapologetically honest look at the complexities of middle age, motherhood, and artistic reinvention. By challenging cultural narratives about women over 40, she offers a story that is as empowering as it is entertaining. Bold, raw, and darkly funny, the film reminds us that reinvention is not only possible—it’s essential.

In 2025, as #AI reshaped our creative worlds, the landscape felt both expansive and uncertain. Our year-end review captures a moment in time where the balance between innovation and authenticity was constantly tested in Twenty-Four. Here’s a look at how this year unfolded—and what it means for our collective futures from special Workhouse correspondent Artificial Andy Warhol.

"In the future, everyone will be #AI-Famous. Not for 15 minutes, but for 15 seconds, and then another 15, and another—looped forever by the machines. Fame won’t mean you’ve made it; it’ll mean you’ve been processed. Everyone will have their moment because moments will be all that’s left—fleeting, pixelated, and curated by code. No one will remember who you are, but the algorithm will, and maybe that’s the same thing. Fame won’t belong to you; it’ll belong to the feed. Your best angles, your cleverest thoughts, all stitched together by a machine that understands you better than you do—except it doesn’t care. Fame will be effortless and meaningless, a million versions of you scrolling by, faster than you can scroll past everyone else. The AI won’t just make you famous; it’ll make everyone famous at once, and when everyone’s famous, no one really is. You won’t chase your 15 minutes—they’ll chase you, and when they catch you, they’ll already be gone."
-  Artificial Andy Warhol, 12/18/24

As Workhouse closes the chapter on 2024, we’re reminded that while an algorithm may well shape this moment, it’s the human spirit that defines the meaning. In a world racing toward automation, authenticity remains our most enduring legacy. The future may belong to the machines, but the stories that last will always belong to us. Here’s to a new year of creating what can’t be coded.

A festival devoted to the film usually focuses on its comforting message. This year, it also underscored suicide prevention.
Every year in Seneca Falls, N.Y., a festival celebrates “It’s a Wonderful Life,” Frank Capra’s heartwarming 1946 drama about the trials and triumphs of a family man named George Bailey, played by Jimmy Stewart in a beloved role.

Thousands of visitors descend on the hamlet, which local boosters say bears a striking resemblance to Bedford Falls, the Bailey family’s charming and tight-knit hometown. The festivalgoers can meet cast members or, as they did this year, attend a dance at a local high school gymnasium that hopefully won’t end like the film’s comically disastrous one does, with decked-out revelers cannonballing into a swimming pool.

But this year’s event, which ran through Sunday, emphasized, more than it has since it began in the ’90s, a significant turning point in the film’s otherwise heartwarming message — a moment that some people might not want to dwell on in December when “It’s a Wonderful Life” is their comfort and joy.

It comes down to this: “It’s a Wonderful Life” is achingly, yet redemptively, a movie in which a man almost dies by suicide.

For the first time, that word appeared in the title of a festival presentation (“From Darkness to Light, From Despair to Hope: How ‘It’s a Wonderful Life’ Can Save Lives From Suicide,” led by Govan Martin). And the Seneca County Suicide Prevention Coalition received the George Bailey Award, given annually to a person or organization embodying the spirit of the character and “without whom Seneca Falls would be a very different place.” It’s the first time the honor is going to an organization dedicated to such a mission.

Returning to the festival as she has for years was Karolyn Grimes, who at 6 played George’s cutie-pie daughter, Zuzu. The pain of suicide is personal and inescapable for Grimes: In 1989, her son Johnathan took his life, at age 18.

“When people come through the line for autographs, they share with me how their hearts have been broken many times because they lost someone” that way, Grimes, 84, said. Fans of the film, she added, “understand sadness, and happiness.”
Anwei Law, director of the nonprofit It’s a Wonderful Life Museum, one of three organizations that coordinate the festival, said the decision to underscore the difficult subject this year was sparked in part by noticing that the suicide prevention materials the museum offers to visitors “are always gone.”

Law said she hoped the museum’s efforts would remind people “that in this movie, we know hope is coming.”
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“The message is that everyone has value and everyone is important,” she said. “It’s a good context for discussing this.”

George’s dark thoughts come in the film’s final stretch, as he grows despondent over his financial dire straits and dashed dreams, and after the miserly Mr. Potter (Lionel Barrymore) tells him he’s “worth more dead than alive.” George stands at a bridge, ready to jump into icy waters, when his guardian angel, Clarence (Henry Travers), beats him to it as part of a divine plan to get George to come to his rescue.

Clarence grants George’s angry wish that he’d “never been born,” and together they travel to a noir-like alternate world where neither George’s mother (Beulah Bondi) nor his wife (Donna Reed) recognize him. Through tears George pleads with Clarence: “I want to live again.” Clarence returns George to be with family and friends who love that he’s alive. (The film is available on most major digital platforms.)

Karen Burcroff, who heads the Seneca County Suicide Prevention Coalition, said the film’s charms and good will can feel like distant pleasures for people struggling with depression, especially during the holidays. It’s not just adults at risk: In the last four years, three local young people, one as young as 10, have died by suicide.
“It still hurts,” she said. “But lives carry on by increasing awareness.”

“It’s a Wonderful Life” received mixed reviews and lost money when it opened just before Christmas, and those disappointments rattled Capra, said Joseph McBride, a Capra biographer and a professor at the School of Cinema at San Francisco State University. In McBride’s book “Frank Capra: The Catastrophe of Success,” the filmmaker recalled that he “often thought of suicide.”

“I came close to it a lot of times,” Capra told McBride. “I thought I would rid my wife of myself, but when I thought of my family, I couldn’t do it.”

After “It’s a Wonderful Life,” Capra went on to make the political dramedy “State of the Union” (1948) and other films, but his career “was in free-fall after that,” McBride said, adding that “It’s a Wonderful Life” was his “last hurrah.” Capra died in 1991 at 94.

The film turns 80 in 2026, and in preparation, the museum is raising money for an expansion. Donors can place a planet, star or seat plaque in the theater to honor a loved one. Martin, the executive director and founder of the Suicide Prevention Alliance in Harrisburg, Pa., who led the festival panel, donated a star in memory of his brother, Michael, who died by suicide at 16 in 1980. Martin remembered Michael as a high school swim team member and lifeguard — a “quiet kid and good brother” who stood up for others.

For people living with survivor’s guilt, “It’s a Wonderful Life” offers a bittersweet wish: That their loved ones had met a Clarence of their own.

“We can’t get them back,” Martin said. “It’s not a movie. It’s real life. But I still see how much the movie has enriched my life.”

For Grimes, December is always busy, with appearances at screenings of “It’s a Wonderful Life” across the country. Audiences know every word, none more so than Zuzu’s memorable line: “Teacher says every time a bell rings, an angel gets its wings.”

At the screenings and wherever she goes, Johnathan is never far from her mind.

“He was a very shy fellow, and he was kind and sweet — too sweet,” she recalled. “People hurt him all the time. I look back and think I wish I could have prepared him more for life. He was too tender. He couldn’t handle the pain.”

A bird house in Johnathan’s name hangs in his honor at the Kansas City, Mo., nursing home where he played piano for residents.

Grimes said she’s especially heartened by people who tell her that they too “have been on the bridge and they see the movie and it gives them hope.”

“It heals everything that hurts,” she said.

Interested media contact who wish to learn more about the “It's A Wonderful Life Festival” contact Workhouse, CEO, Adam Nelson via [email protected]

As homeowners gear up for 2025, TheHomeMag has unveiled its predictions for the Top 5 Home Improvement Trends set to shape the year. Known for connecting millions of homeowners with trusted contractors, TheHomeMag is uniquely positioned to identify the changes driving the industry.

The trends reflect a focus on sustainability, functionality, and innovative design, offering homeowners a chance to enhance their living spaces in meaningful ways. From the continued rise of outdoor living spaces to smart home integration, these trends highlight how homeowners are rethinking their environments to accommodate evolving lifestyles and priorities. Here’s what’s poised to dominate the home improvement conversation in 2025.

Backyards are no longer afterthoughts—they’re becoming integral parts of the home. TheHomeMag notes that outdoor kitchens, complete with grills, refrigerators, and prep stations, are among the most in-demand upgrades.

Homeowners are also opting for covered pergolas, fire pits, and weather-resistant furnishings to create spaces that are as functional as their indoor counterparts. “Outdoor living spaces allow for expanded square footage without the need for costly additions,” TheHomeMag’s report highlights.

Costs for these projects vary, with basic setups starting around $5,000 and fully equipped outdoor kitchens and lounges exceeding $25,000.With energy costs on the rise, smart home systems are more popular than ever. TheHomeMag identifies programmable thermostats, automated lighting, and energy monitoring systems as key investments for homeowners looking to reduce consumption and control costs.

These technologies can lower electricity bills by up to 15% while offering convenience and control. Basic smart upgrades, such as a single thermostat, might cost $200 to $300, but comprehensive systems can range from $1,000 to $5,000. Professionals specializing in smart home integration are increasingly in demand to ensure seamless and effective installations.The bathroom is transforming from a purely functional space into a personal retreat. According to TheHomeMag, spa-like features such as soaking tubs, rainfall showers, and heated floors are topping homeowners’ wish lists. These upgrades bring daily luxury to the home, blending functionality with wellness-focused design.

Bathroom remodels vary significantly in cost, with mid-range projects averaging $21,000 and high-end spa-like bathrooms exceeding $70,000. To achieve the right balance of aesthetics and usability, TheHomeMag recommends working with contractors who specialize in custom bathroom design.With hybrid work models and multigenerational living on the rise, homeowners are seeking ways to make their spaces more flexible. Built-in bookshelves, Murphy beds, and fold-out desks are helping families adapt to changing needs without compromising style. TheHomeMag reports that these projects, while compact, often involve significant craftsmanship.

Costs can range from $1,000 for simple solutions to $15,000 or more for customized cabinetry and storage walls. For homeowners, these updates provide an efficient way to maximize square footage.Low-maintenance, environmentally conscious landscaping is another major trend identified by TheHomeMag. Xeriscaping with drought-resistant plants, rain gardens that manage stormwater, and permeable paving solutions are all on the rise. These designs not only reduce water use but also support local ecosystems.

Homeowners can expect to spend between $3,000 and $15,000 on sustainable landscaping, depending on the size and complexity of the project. TheHomeMag’s report notes that this trend is particularly popular in regions experiencing water scarcity, where conservation efforts are critical.

The 2025 trends reflect a shift in how Americans think about their homes, balancing practical upgrades with opportunities. While the trends are inspiring, TheHomeMag understands that bringing them to life can feel daunting. That’s where their Marketplace platform at AskHomey.com comes in.
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By connecting homeowners with certified professionals, the platform ensures projects are completed with precision and care. Each contractor is vetted and backed by TheHomeMag’s $5,000 guarantee, giving homeowners peace of mind as they embark on renovations in the new year.

For over a decade, TheHomeMag has been more than a leader in home improvement media; it has been a partner in fostering education for underprivileged youth in the Dominican Republic. Its enduring support of the Dominican Joe Foundation—a nonprofit dedicated to improving literacy and education—has helped transform a vision into a thriving reality. This March, that partnership takes center stage at the foundation’s 12th Annual “Getaway and Give” weekend, an event that merges celebration with purpose and underscores the life-changing power of education.The event, held from March 13 to March 15, 2025, in Santo Domingo and Las Terrenas, is more than a philanthropic retreat. It is an opportunity to witness firsthand the impact of efforts to create educational opportunities where there were none before. Attendees, including longtime supporters like TheHomeMag’s founders, Sean and Debbie Campbell, will celebrate the foundation’s successes while laying the groundwork for its future.

The Dominican Joe Foundation began with a single observation that changed everything. In 2006, Salvatore Joseph Rizzo, an American visitor to Las Terrenas, noticed children playing in the streets during school hours. When he asked why, the answer revealed a grim reality: the local school was too full to accommodate them. Rizzo decided to act, starting a small school with just five students. Today, that school serves 265 children from kindergarten through high school, with 16 college scholars pursuing degrees both in the Dominican Republic and abroad.

TheHomeMag became involved early in the foundation’s journey, providing critical support that enabled the school to grow. Its contributions ranged from securing property for classrooms to sponsoring a full slate of students. With TheHomeMag’s help, the school expanded from its original seven students to its current capacity, ensuring that hundreds of children now have access to a high-quality education.

The “Getaway and Give” weekend is the foundation’s flagship fundraising event, designed to blend cultural immersion with charitable giving. The weekend kicks off on Thursday, March 13, with a vibrant welcome party in Santo Domingo, featuring Dominican-style food, music, and cocktails. On Friday, attendees will tour the school in Las Terrenas, meeting students and teachers while seeing firsthand how their support has made a difference. Later that evening, a beachside celebration at Mosquito Beach Bar will include dinner, drinks, and live entertainment, setting the stage for the main event.

Saturday’s gala, held in Las Terrenas, is the highlight of the weekend. Guests will enjoy traditional merengue and salsa performances, a seated dinner with an open bar, and live auctions featuring unique experiences and local treasures. All proceeds directly support the foundation’s literacy and education programs, ensuring that the school continues to grow and thrive.For Campbell’s, the event is more than a fundraiser; it is a reflection of their values. Founded in 2002, the company has long been committed to supporting communities, both at home and abroad. While its primary focus remains on connecting homeowners with trusted home improvement professionals, its work with the Dominican Joe Foundation underscores its belief in building more than just homes—it’s about building futures.The impact of the Dominican Joe Foundation’s work is profound. Beyond the numbers—265 students in kindergarten through grade 12 and 16 college scholars—are countless stories of lives transformed. Students who once had no access to education are now pursuing degrees and careers, breaking cycles of poverty that had persisted for generations.
The foundation’s success is rooted in its commitment to excellence. By hiring highly qualified teachers and adhering to a rigorous curriculum, it provides an education that rivals private schools, giving its students a competitive edge. For many families, the school is a beacon of hope, offering not just education but the possibility of a brighter future.As the “Getaway and Give” weekend approaches, TheHomeMag is calling on others to join in the effort. Tickets for the event, which go on sale soon, promise a weekend of connection, celebration, and giving back. For those unable to attend, donations and sponsorships are welcome, ensuring that the foundation can continue its vital work. It is a reminder that even the smallest acts of generosity can ripple outward, touching lives in ways that are immeasurable.
For more information about the Dominican Joe Foundation and to learn how you can support its mission, visit www.dominicanjoekids.com
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Experts believe the remodeling boom is not just a short-term trend but part of a larger cultural shift. Carlos Martín, Director of the Remodeling Futures Program at Harvard’s Joint Center for Housing Studies, notes that many homeowners are increasingly motivated by a deep emotional connection to their homes. “It’s not just about return on investment anymore,” Martín said. “People want their homes to reflect their lives and to work better for their families.”

TheHomeMag has also adapted to reflect this shift, emphasizing trust and transparency in its contractor recommendations. Its AI-powered tools aim to reduce the uncertainty that can often accompany renovation projects, giving homeowners greater control and confidence. As part of its growth strategy, the company is also expanding into adjacent areas, such as pet-friendly home design, reflecting the evolving needs of modern households.

The projected growth in remodeling expenditures aligns with broader economic trends. Falling interest rates are expected to make financing more accessible, while rising property values give homeowners more equity to leverage. Together, these factors create a favorable environment for large-scale projects, from structural upgrades to aesthetic overhauls.

As homeowners embrace these opportunities, TheHomeMag is doubling down on its role as a trusted partner. With its mix of print and digital resources, the company offers a comprehensive solution for homeowners seeking to navigate the remodeling landscape. From selecting contractors to visualizing the final result, TheHomeMag provides the tools and expertise needed to turn aspirations into reality.

For many, the decision to renovate rather than relocate reflects a growing sense of attachment to their homes. In a year marked by economic uncertainty, this renewed focus on improving and personalizing living spaces stands out as a bright spot. As remodeling activity accelerates in the coming years, companies that offer verified service will play a critical role in shaping the future of American homes.
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The air of free speech carries with it a responsibility—to nurture truth, to elevate discourse, and to uphold integrity. At WORKHOUSE, we believe these principles form the foundation of meaningful communication. With that in mind, we’ve made the decision to leave behind what was once Twitter—now X.

The digital landscape is vast, and our commitment to genuine connection doesn’t require compromising our values. Effective immediately, WORKHOUSE will no longer maintain an active account on X. Instead, we’ve established a presence on BlueSky, where community and credibility take precedence. Of course, we will remain active other social platforms that align with our mission for fostering dialogue rooted in trust and transparency.


The X platform itself has drifted far from its original purpose. What once served as a vital network for information and exchange now feels like a relic of its former self, weighed down by missteps and disarray. Its usefulness has not simply waned—it’s been dismantled, leaving behind a space unfit for those who seek clarity or collaboration.

Public relations thrives on honest engagement and reliable channels of communication. When those channels fracture, they become obstacles rather than tools, undermining the trust that sustains relationships. Remaining active on X, given its current trajectory, would only erode the credibility we strive to uphold every day.

More concerning is the platform’s direction under its current leadership. Decisions made at the highest level have created an inhospitable atmosphere for thoughtful discourse, where decisions seem driven by ego rather than a genuine commitment to open dialogue. These choices run counter to the freedom of exchange we consider essential—not just for our industry but for the broader public good.

WORKHOUSE is proud to align with platforms that reflect our values. Where renewed opportunities to participate in conversations are built and respected. We encourage our followers to join us there. Follow us on Bluesky https://bsky.app/profile/workhouse.bsky.social. Together, we can redefine what it means to truly communicate.

Every Thursday, THE BOARD BRIEFING brings you curated industry insights directly from our Experts to your inbox.
On the eve of Thankfulness, in this upside-down time of engagement, I have been asked by The BOARD to provide personal perspective, expanding on the quote above which is found in our Special Edition of The BOARD's New Go-To-Market Mandate. Since I penned it, times have certainly changed.
It doesn’t take a sage to sense the ground is shifting. But it does take daring to turn disruption into destiny. In today’s world of oversaturated brands and sound-bite marketing, the messages that break through are those that carry grit and individuality. Now is a good time to return to the art of passionate defiance, of ethical fury, and honorable ire. Anger, when grounded in purpose, becomes the fuel that ignites real action. It can sharpen the brand’s edge while challenging the half-hearted and hollow. Furious conviction as found in the raw power of punk music, musty mosh pits, and angry poetry— are not just cultural expressions, they can serve as guiding principles. Punk music symbolizes a rebellion against convention, urging brands to strip away artifice and embrace unfiltered honesty. Mosh Pits inspire brands to jump in and connect with audiences authentically, even in unpredictable environments. Angry Poetry serves as a call for truth and passion in brand communication, pushing beyond pleasantries to meaningful, memorable storytelling.

Through WORKHOUSE, one of the country’s leading public relations and integrated creative agencies, we’ve observed how a brand that’s bold enough to drive fast, break glass and revive the spirit of hunters and gatherers reclaims a primitive, direct way of reaching audiences. In the relentless pursuit of connection, brands that act as gatherers of insights, curators of genuine stories, and catalysts for change create movements rather than mere followings. These brands aren’t simply louder than bombs; they are the voices of a cultural crescendo.
As a member of THE BOARD, a community of C-suite leaders in fashion, beauty, and tech, I’ve seen firsthand how investing in fresh ideas anchors brands to the future. This new red era requires creative provocation, guiding companies to foster innovative and resilient market identities. And with industry challenges mounting, the transformation catalysts brands face demand radical shifts—not a mere update, but a full recalibration. For Public Relations, that recalibration means embracing “creative destruction,” the concept Austrian economist Joseph Schumpeter described as the relentless cycle where emerging forces replace outdated ones. PR’s historic trajectory—from Sumerian farm bulletins to Roosevelt’s “Fireside Chats”—demonstrates that the medium is anything but static. Yet, as we step into an AI-engineered, digitalized, fragmented era, our craft requires nothing short of a riot of innovation. We must reclaim our role as culture-shapers, blending relationship-building with digital sophistication for the brands we champion to become the Best in Show. Public Relations is a practice now hyphenated—a tense alliance of storytelling, strategy, and symbiotic media. This means going beyond mere pitches to the art of creating dynamic content that resonates emotionally and addresses complex issues. And while the PESO model (Paid, Earned, Shared, and Owned Media) is still grossly inhaled, I have forever felt that it is a farcical way forward, shepherded by a lifeless formula, draining creativity through a data-driven, unoriginal approach. From the ancients to the immediate, nothing ever works unless you inject it with intention. But this model is just a flimsy framework: true transformation calls for unapologetic innovation— progressive and disruptive. It ain't minor tweaks made to a boring boilerplate that wins the day but full-throated commitment, radical shapeshifting, furious flag-waving— That’s how PR operates and why we continue to exist

This is where the next chapter erupts—not in predictability, but in brands that claim a pulse in culture, setting the beat for a new generation, like unruly school children who refuse to settle down. Every action becomes a verse in a larger story, an anthem for those fierce enough to care. This mandate isn’t strategy alone; it’s the bedrock for brands determined to endure, to matter, longing to leave an everlasting mark.
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CODA: “Fake news” is no longer just a term; it’s a threat to the fabric of the informed. When truth is treated as negotiable, real facts struggle to hold ground. For those of us who represent brands, we are not immune to the impacts of this war on truth. It’s on us to champion transparency and integrity, ensuring that the messages we put forth are rooted in reality and respect for the audience’s intelligence. At WORKHOUSE, we don’t just work with the press; we stand with them. Through initiatives like our #FreePress campaign, we underscore that truth isn’t a convenience—it’s a necessity. By supporting organizations like the Freedom of the Press Foundation, we back journalists and watchdogs committed to safeguarding information from censorship and manipulation. In this climate, those who speak for brands have a responsibility that goes beyond mere messaging. We’re part of a larger fight to uphold honest communication and resist the easy lure of sensationalism. By anchoring our work in factual, compelling narratives, we can help restore trust and serve as a counterforce to the corrosive effects of misinformation. ​

Finally, for those fearing the shadow has deepened and the pendulum swung far back, cut through the darkness with a defiant glow. Take heart, and a cue from Morrissey, who, in times of turmoil, sang, “There is a light and it never goes out.” If Mr. Miserable can find hope, surely we can, too.
This year, W O R K H O U S E celebrates 25 years of award-winning creative innovation, pioneering public relations, and dynamic brand building across a broad spectrum of entertainment, culture, fashion and lifestyle spheres. Suffering a business challenge? Need a creative shoulder of support? Book real time from someone who’s been there. To arrange personal advisement with Founder & CEO, Adam Nelson visit The Board’s Office Hours here
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