How Guinness World Records has pivoted to a publicity business

Why Guinness stopped giving these world records

It's all fun until someone gets hurt. Here's an explainer on why Guinness, the world's official purveyor of superlative records, won't officiate certain events.

Guinness World Records was founded to settle drunken arguments

In the early 1950s, Hugh Beaver, Managing Director for Guinness Brewing, pitched a definitive record book as a way to resolve drunken arguments in pubs. In turn, the books would promote Guinness at the local watering hole.

The origins of the Guinness Book of World Records

Yes, it was the beer company that started it. In 1955, the very first edition of the Guinness Book of World Records debuted as a marketing campaign for the famous Irish beer brand. Get all the details on the origins here.

A day in the life of a Guinness World Record judge

Philip Robertson travels the world each week to see another ambitious person set a record. Here's a behind-the-scenes look at being one of Guinness World Record's adjudicators.

A deep dive into the lives of Guinness World Record addicts

Most people don't hold any world records. Then, there's this group of adventurers, who are racing to own the most. A look at the ambitious world record pursuers racking up hundreds of accomplishments.

How Guinness became a social media trend

In early 2024, an unexpected meme emerged on Instagram and TikTok: "splitting the G," where Guinness drinkers would attempt to take a first sip big enough to leave the remaining beer perfectly aligned with the middle of the "G" on a Guinness pint glass. This Vinepair article explores where the trend came from and how it took off.

Read about the longest wheelchair wheelie and other feats in the Guinness Book of World Record's adaptive section.

Double world record holder Hunter Ewen helped conquer his fear of balloons, called globophobia, by training to win Guinness World Record titles for balloon inflation.

Explore a website dedicated to reviewing books about the advertising industry

“The Agency Review” reviews any book that touches advertising—from straight business books by the likes of David Ogilvy to a book about the history of bourbon. It has reviewed more than 200 books since the site started in 2012.

Over time, the World Cup became a TV powerhouse, generating massive revenue from broadcast rights and ad placements.

Governments are arguably very dependent on consulting firms like McKinsey and Deloitte

This podcast episode discusses the consultancy industry’s rise and how these firms make billions of dollars, even amid significant scandals.

Hear how gladiator fights were funded, judged, and sometimes fixed

In a wide-ranging interview, Professor Michael Carter unpacks the business of gladiatorial games—from advertising and fighter merch to referees, match rules, and a code of conduct that often pushed gladiators to spare defeated opponents.

The long history of alcohol and sports

Spectators have long enjoyed alcohol at sporting events, dating back at least to ancient Rome. This article unpacks how companies leveraged this history to make beer a central part of sporting events and masculine culture.

Five happy hour stories from around the world

If you need some fun facts to make conversation at your next office happy hour, look no further than this video. It includes five stories about pub life, from a look inside a company that turns tap handles into works of art to a search for the oldest pub in the world.

Some critics argue that Grammys favor commercially successful artists

For this two-part series of Slate’s pop music podcast "Hit Parade," pop critic Chris Malanfi looks into the relationship between commercial and critical success and how the Grammys are affected by outside influences like the Billboard Hot 100 chart.

Scroll through a 75-year timeline of Ogilvy’s iconic ads

From the brilliant Rolls-Royce slogan that David Ogilvy wrote himself (“at 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”) to Dove’s early 2000s campaign for Real Beauty, these 75 ads are among the best in advertising agency Ogilvy’s history.

David Ogilvy once worked for the man who created the Gallup Poll

In 1938, when Ogilvy came to the United States, he started working for George Gallup’s Audience Research Institute in New Jersey. He took his learnings with him through the rest of his career, including during World War II, when Ogilvy worked with the Intelligence Service at the British Embassy in Washington.

The Judgment of Paris was organized by Steve Spurrier

The English wine merchant organized the competition with Patricia Gallagher at his Paris wine shop. In this in-depth interview, he talks about how he got into the wine trade, how the Judgment of Paris impacted his own career and the global wine scene, and tells some of his favorite stories from the past.

Hosting the World Cup requires massive investments in infrastructure

Since the 1990s, those costs have crept into the billions. Cities are able to sell the high price tag with promises of jobs and tourism dollars, but long-term studies showed the promises were often overstated.

Talk show host Oprah Winfrey spent about $43M in 2015 to buy a 10% stake in Weight Watchers and join its board of directors, going on to lose 40lbs using the program.

Hear how Advent calendars have become a pricy branding tool

Advent calendars have shifted into a high-margin branding vehicle, with retailers prioritizing elaborate design and reusable packaging. This episode questions whether premium calendars—despite their rising prices, environmental concerns, and flashy marketing—actually deliver products worth the cost.

Publicist Lois Whitman claims she’s worked at every CES since 1967

The colorful PR leader argues in this impromptu, amateur video interview that she has worked at the event since its inception in New York City. A search around the internet revealed she’s not the most well-regarded, as TechCrunch reports issues around using the event’s PR contact list loosely.

The business models behind vaccines

Watch experts weigh in on the prevailing business models of vaccine production, including how the Covid-19 pandemic has disrupted the industry for good in this 20-minute video from Financial Times.

Hear how the Super Bowl went from a risky experiment to America's unofficial holiday

In this podcast episode, former Emmy award-winning ESPN producer Dennis Deninger traces the Super Bowl's unlikely rise from the AFL-NFL merger era to a national spectacle, explaining how it reshaped advertising, gambling, television, and American culture.

How tax breaks power the PGA Tour, a nonprofit organization

When the PGA was formed in 1916, its primary objective was to grow the game of golf, so it was established as a nonprofit. When the PGA Tour split off in 1968, that nonprofit status stayed. But as revenue jumped past $1B, questions began to arise. This "Outside the Lines" investigation from 2013 dives into their tax records and details how much the PGA actually gives to charity.

In defense of the advertisement economy

Advertising is frequently reviled for how it clutters up public spaces and our everyday experiences. Nonetheless, it allows for vast amounts of goods and services to be rendered free to millions of users—and gives users the option to pay with money or time and attention.

The complicated economics of horse racing

The Triple Crown commands big ratings (and enormous amounts of money in betting) but the sport as a whole is in a precarious position, thanks to limited tracks and an overreliance on subsidies. This special from Freakonomics unpacks what all that means for the future of the sport.

How K-pop conquered the world

How did Korean musical acts go from unpopular and at times maligned to filling arenas and creating one of the most viral music videos of all time? This 25-minute audio documentary from BBC World Service explains how social networks, plastic surgery, and government tax breaks helped turn K-pop into the multibillion-dollar global juggernaut we know today.

Critics believe Grammy expert panels primarily benefit legacy artists

When the expert review panels for the Big Four awards were disbanded, it was with the hope that the decision would lead to a broader range of nominees and winners. But, in practice, it's not clear that it's playing out that way.

Advertising holding company WPP acquired Ogilvy & Mather in 1989 for $864M

It was the largest amount ever paid for an agency at the time. WPP, which acquired agency J. Walter Thompson for $566M just two years before the Ogilvy & Mather acquisition, still owns Ogilvy today.

The world's largest pizza was 13,990 square feet

Pizza Hut teamed with YouTuber Eric Decker to create the massive, Guinness World Record-breaking pie. The 13,653-pound pizza was constructed at the Los Angeles Convention Center. It required 4,948 pounds of sauce, 8,800 pounds of cheese, and about 630,496 pepperoni slices.

Pickleball's popularity has created a power struggle

The sport's sudden rise has led to a tumultuous landscape with battles over governance, court space, and player rights. This Sports Illustrated deep dive examines the competing billionaires vying for control, the conflicts over court usage and noise disputes, and how a second proposed Hall of Fame is dividing the sport.

David Ogilvy—one of history's most famous and influential advertising executives—wrote multiple books, including 'Ogilvy on Advertising,' a career memoir full of his favorite copywriting advice.

Winning a James Beard Award can have mixed effects

Winning the honor doesn't mean a restaurant will be set for the future. Most found that while winning gave an initial bump in the number of reservations, that pattern didn’t necessarily hold for long enough to make a real difference in the numbers.

'Instagram traps' are changing art museums

In the creator economy era, it feels like anyone has the potential to become an influencer—if they can just capture the right content. Naturally, some places are better suited for an Instagram photo than others. Museums-turned-photo-backdrops (think: the Museum of Ice Cream) are the best of the best.

Dangers of a record-breaking, sleep-skipping stunt

In 1963, 17-year-old Randy Gardner decided to stay awake for as long as it took to break the current world record. He managed to stay awake for 11 days. In 2017, the then-71-year-old Gardner told NPR that his experience had come back to haunt him as insomnia. The challenge has since been removed from the Guinness Book of World Records due to its dangerous consequences.

Inside the pigeon race with $50K at stake

More than 1,000 pigeons are released each year at the American Racing Pigeon Union convention as owners wait to see which of the birds arrives home first. This essay unwraps the niche activity's paradoxical love for the birds despite its at times utilitarian treatment of them.

Visualizing the enormity of plastic waste compared to global landmarks

The team at Reuters Graphics visualizes the world’s addiction to plastic bottles. Around the world, almost 1 million plastic bottles are purchased every minute. The illustrations included in this visual explainer show what that pile of plastic would look like if it was collected over longer periods of time and how large the piles would be compared to famous landmarks.

Some companies like to make their IPO day antics unique.

An article details some of the wildest bell-ringing day stunts in recent history, from Clifford the Big Red Dog ringing the opening bell to one company's employees roasting marshmallows in a campfire on Wall Street as it went public.

Was Google's acquisition of YouTube a good deal?

Google's acquisition of YouTube was a game-changer, but was it a good deal in retrospect? Here, the hosts of the popular "Acquired" podcast explore whether the deal measures up to the mythology, starting with a memo from early investor Sequoia Capital.

Extreme Games rebranded as X Games for global appeal

In 1996, ESPN shortened “Extreme Games” to “X Games” to make the name easier to translate for international broadcasts and to strengthen branding as the competition expanded to global markets.

Supplement sales soared during the pandemic, alongside growing distrust of the health establishment, amplifying a trend that endures—even when some of the products don't even work.

The internet has changed how fans understand wrestling

Maintaining the illusion of professional wrestling—or kayfabe—was once considered the most important aspect of running a successful promotion. That’s changed over time, with wrestling’s most serious fans growing as interested in the stories behind the scenes as they are in the matches taking place in the ring.

The company building Irish pubs across the globe

The Irish Pub Company is a Dublin-based business specializing in designing Irish pubs around the world. The outfit has created over 2,000 custom Irish pubs in over 100 countries, each with its own distinctive flair incorporating essential features of the classic Irish pub. Read about the founders and their clients here.

Watergate led to the prosecution of nearly 50 individuals

Watergate ushered in sweeping changes. Agencies were required to release information openly; officials had to disclose finances transparently; and new laws limited conflicts of interest, established independent ethics oversight, and safeguarded presidential records—curbing abuse and boosting accountability.

Major scandals have undermined the reputation of the Olympics

With billions in public money in play and the high stakes of winning gold for one's country, the Olympics have had their fair share of scandals. This Global Investigative Journalism Network list highlights eight groundbreaking investigations by journalists about the Olympics. It includes the 2014 Russian doping scandal, venue corruption in Rio, and the decadeslong cycle of sexual abuse by an Olympic doctor.

Warren Buffett once referred to David Ogilvy as a genius

Buffett also owned stock in Ogilvy & Mather, David Ogilvy's advertising agency. This podcast episode dives into an overview of one of Ogilvy's best-selling books, "Confessions of an Advertising Man," which he wrote in part to grow his agency business.

Winning (or losing) a Grammy can impact the music an artist makes

A group of sociologists wanted to understand the impact the Grammys have on artists' musical output. They discovered that winning a Grammy often emboldens artists to release music that deviates from their own previous work and others. Nominees who lose do the opposite and trend toward the mainstream.

Listen to a podcast episode about the time a 'Bored Ape' NFT—a valuable, unique digital asset stored on a blockchain—was kidnapped.

In 2024, global ad spend surpassed $1T for the first time

Organizations like GroupM and WARC began predicting this record high in 2023. Five large tech companies (Alphabet, Meta, Amazon, Alibaba, and TikTok parent ByteDance) were predicted to account for more than half of all global ad spend in 2024.